H&H’s branding practice is built on three insights about why brands matter and how they should be managed:

Brands are a critical driver of economic performance. What’s more, the specific contribution a brand makes to shareholder value, what’s call brand value creation, can be measured and systematically managed.

Increasingly, the most powerful brands deliver more than just a product or even an image; they deliver a coherent customer experience. Winning companies are developing “experience” brands in a broad range of industries, including retailing, telecommunications, and financial services.

When the experience is the brand, brand management touches nearly every aspect of the company. A company must develop a carefully coordinated approach to make sure its operations are aligned with its brand promise. We call this approach total brand management.