Branded Economics

The question

Most institutions treat brand as a communications function rather than an economic asset. Branded Economics asks a different question: if we invest in brand, how will it help us achieve our objectives, and what is that contribution worth?

The framework is built to make brand value predictable and defensible. It connects brand strength to the behaviours that drive organizational performance, so investments in brand can be argued on the same terms as investments in capacity or operations.

The work is currently being developed through engagements with performing arts organizations, where the relationship between brand perception, audience behaviour, and economic sustainability is unusually direct. The thinking is developing in public through The Public Goods.

What it is for

Branded Economics is useful for any institution where trust is the operating currency: arts organizations, hospitals, public service agencies, educational institutions, and others where perception shapes the behaviour of the people the institution depends on.