The Art of Building Great Brands

Chapter 1 : The Size / Health Matrix

This is the first part of a series that I have resolved to write - insights into the art and science of building brands, drawn deep from over a decade of managing to be in business.

Every time you take up a new brand assignment, like i often do, the chances are that the assignment will typically fit into the Brand / Doing matrix. (New Product Developments have not been considered in this white paper; they are as good as playing Russian roulette or making a film work in box office).

It is indeed key for you to spend time in identifying where your present situation fits. Once you are able to appreciate this conceptual framework, you will realize that choices in brand management indeed fairly simple.