What is the purpose of a strong brand: to attract customers, to build loyalty, to motivate staff? All true, but for a commercial brand at least, the first answer must always be ‘to make money'.

Huge investments are made in the design, launch, and ongoing promotion of brands. Given their potential financial value, this makes sense. Unfortunately, most organizations fail to go beyond that, missing huge opportunities to effectively make use of what is often their most important assets.

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Monitoring of brand performance should be the next step but is often sporadic. Where it does take place, it frequently lacks financial rigor and is heavily reliant on qualitative measures, poorly understood by non-marketers.