“If Coca-Cola were to lose all of its production-related assets in a disaster, the company would survive. By contrast, if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.”
A Coca-Cola Executive
- A 2005 study by consultants Booz Allen Hamilton and Wolff Olins found that brand-guided companies outperform their competitors, with results that improve profitability.
- In its 2000 “Measuring the Future: The Value Creation Index” report, Cap Gemini Ernst & Young Center for Business Innovation reported that, after rigorous research, they discovered that 50% of a traditional company’s value and 90% of an e-commerce company’s value result from the following value drivers:
· Quality of Management
· Employee Quality/Satisfaction
· Brand Investment
· Product/Service Quality
- Wharton accounting professors recently conducted a study across 317 companies and discovered that 36% of the companies sampled used non-financial measures to determine executive incentive compensation.
(Disclaimer: The author is invested in Outlined)
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