Introduction to week 5

Hello and welcome to week five of the Secret Power of Brands. Have you ever bought anything from Virgin, an airline flight maybe or a record or a mobile phone? If so, you’ve experienced a brand-led business, an organization that uses its brand idea to drive everything it does. And that’s what we’re zooming in on this week. We’re introducing a model called the quadrant diagram that helps us analyze just how brand-led organizations work. So this is probably the deepest dive so far into the Secret Power of Brands.