PragmaGraphic

In an excerpt from his book Zag, brand mastermind Marty Neumeier of Neutron lists five ways to measure brand value. While this is certainly interesting, I’d love to hear Marty’s thoughts on not just how to evaluate existing brands, but on putting a dollar amount on the opportunity of developing a great brand, or on the risk of not doing so, or making too small an investment in branding. I’m a bit of a brand strategist myself, and while most clients that I work with want to develop a great brand, it can be a challenge to get the time and money to do the job right.