Comments on: Brand Valuation, Schmaluation http://www.type2consulting.com/2009/05/03/brand-valuation-schmaluation/ Brand Strategy and Business Value Tue, 31 Jan 2012 01:14:21 +0000 hourly 1 http://wordpress.org/?v=3.1.4 By: Scott Lerman http://www.type2consulting.com/2009/05/03/brand-valuation-schmaluation/comment-page-1/#comment-3 Scott Lerman Tue, 12 May 2009 16:39:49 +0000 http://www.type2consulting.com/?p=248#comment-3 I'd hoped that brand valuation methodologies could, at least, give us insight into whether brands are gaining or losing value. Your post makes me feel that we've actually been getting conflicting directions from the scarecrow in the Wizard of Oz. Of course the true weakness of these models is that they tell us nothing about how to build sustainable value for a brand. Such scorecards are, at best, the ultimate expression of driving while looking in the rear view mirror. I’d hoped that brand valuation methodologies could, at least, give us insight into whether brands are gaining or losing value. Your post makes me feel that we’ve actually been getting conflicting directions from the scarecrow in the Wizard of Oz.

Of course the true weakness of these models is that they tell us nothing about how to build sustainable value for a brand. Such scorecards are, at best, the ultimate expression of driving while looking in the rear view mirror.

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