We only sell, because customers buy brands...it's not rocketscience!!!

There is interdependency between brand and business, but we should understand the correct cause – effect relationship between the two.

Companies do not build great businesses by doing 'branding' brilliantly. They build great brands by doing business brilliantly

- and by understanding the role of branding within this much bigger picture.

They all need fuel and the essential fuel of business is revenue.

There can be no bottom line without a top line

and the top line is caused by sales. We can sell only because customers buy brands. The purpose of business, therefore, is to keep creating and adding value to the brand which is the ultimate appreciating asset.

Derived from:
Gordon Cook's article You cannot pack a house into a cupboard. Cook is the Vega school of Brand Communication's principal. AND a presentation done by Anthony Swart from Brand Union, South Africa at the Branding Conference 2009.