The only reason for the existence of brands and investment in them is the profitability they return. As ‘capital’ gets more and more impatient, there is the added pressure to deliver ‘Now’! Is the roaring affair that marketers are having with their brands blinding them from their ROI expectations? Can marketers take a literal lesson from the fact ICICI’s Buffalo loan
(in India) is based on the milk yield of the animal? Capital given to an initiative - linked to the return it delivers! Or are we treating our brands more like cuddly puppy dogs - beautified, pampered and feel-good?
I hope the cows come home soon - or am I barking up the wrong tree?