How to kill a Brand! A stark warning about the link between bad Value Propositions and Brands

When I first started my career at Procter & Gamble, I was asked what the value of the company was. As a keen new recruit who'd done some homework I suggested a number around the $50 billion mark. I was then asked what would happen if the company lost all its tangible assets in a fire (computers, machinery, buildings, warehouses, stock etc.) What would be the value now? Answer: $25 [...]