http://blogs.reuters.com/india-expertzone/2012/01/27/so-how-much-is-kodak-worth-now/ Straight from the Specialists Wed, 15 May 2013 11:54:47 +0000 hourly 1 http://wordpress.org/?v=3.4.2 http://blogs.reuters.com/india-expertzone/2012/01/27/so-how-much-is-kodak-worth-now/comment-page-1/#comment-456 Type2Consulting Sat, 28 Jan 2012 16:43:48 +0000 http://blogs.reuters.com/india-expertzone/?p=1445#comment-456 Trenchant commentary as always, Wally. I totally agree with your argument that a brand can only be as strong as the underlying business that it supports. That is why the whole "brand as a separate asset on the balance sheet" is such a misguided notion. Brands cannot exist in isolation from the products/services that give them meaning and value to customers. For that reasons, brands are better thought of as multipliers on the performance of the underlying business. BTW The Economist ran a similar piece contrasting the divergent fates of Kodak and Fuji that contained the excellent observation of the fallacy of "competing through one's marketing rather than taking the harder route of developing new products and businesses." Trenchant commentary as always, Wally. I totally agree with your argument that a brand can only be as strong as the underlying business that it supports. That is why the whole “brand as a separate asset on the balance sheet” is such a misguided notion. Brands cannot exist in isolation from the products/services that give them meaning and value to customers. For that reasons, brands are better thought of as multipliers on the performance of the underlying business.
BTW The Economist ran a similar piece contrasting the divergent fates of Kodak and Fuji that contained the excellent observation of the fallacy of “competing through one’s marketing rather than taking the harder route of developing new products and businesses.”

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