What is the Role of Brand?

What is the Role of Brand? Especially in an industry which has either become commoditised, or where relationships and performance are everything.
Taken from our recent “Draining the Brand Development Swamp”, Greg Handrick of Prophet shares his presentation slides.
Vision, mission, purpose, values, positioning, proposition, image, identity, pyramids, temples, even onions – the terms and tools we use to define brands is growing more complex all the time. How can you get through all this and create a simple, clear, strong definition which everyone can understand? Our panel of consultancy and client-side brand experts will simplify it all for you, and leave you with a small handful of straightforward ideas that make sense of it all.