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The brand is the business Pt1: Lord Sebastian Coe

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Uploaded by on Apr 28, 2008

The brand is the business Pt1: Lord Sebastian Coe,Chairman, London Organising Committee for the Olympic Games

"Today more than half of the total stock market value of corporations lies in intangible assets such as brands ... The brand is the business." This statement by Shelly Lazarus, chairman and CEO of Ogilvy & Mather Worldwide at the World Effie Festival 2008, sums up why brand building is important for companies. In this climate of the brand imperative, advertising gurus converged on Singapore for the conference which celebrates advertising effectiveness.

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