Talking about brands: why numbers won’t get you anywhere

People who manage brands need a new vocabulary, according to one senior brands expert. Using the language of accountants to describe brand function and value is “a bit Stockholm Syndrome”, said Rory Sutherland, vice-chairman of Ogilvy Group. In a lecture that had much to teach trademark counsel, Sutherland claimed: “Acquiring the language of your abusers is an absurdly apologetic way to treat a central business function.”

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