HOW TO: Manage your brand
If you are responsible for managing your brand, you will know that it's no easy task. It's your job to not only plan the strategy, but also to organise the brand-building activities and manage agencies, while also overseeing internal communications. It's one thing working out where your brand should be going, but how do you know if you have got there?
The most powerful measurement is a quantitative one: it's difficult to argue with the figures. But you should focus on producing statistics and measurements that are relevant to your situation.