Figure 2.2 Shell: brands increasingly drive business results
Brands affect business value by influencing the behaviour of a wide range of Shell’s stakeholders, some of which directly impact Shell’s profit and loss (P&L) (and hence value).
One of the quickest ways to become indistinguishable from your competitors when times are hard is to resort to cost-cutting, as we saw in Chapter 1 with the cost-cutting supermarket disasters in 2013. Excessive cost-cutting turns customers away, depressing profits and creating even greater pressure on costs.
Just look again at what unsuccessful brands ...
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