What reputation costs under pressure
Brand capital is only measurable at the moment you spend it. Notes from fifteen years of watching companies spend it badly.
Tom Vestergaard / 30 June 2026 / 1 min
Contributing writer
Comms & reputation risk
Tom works on the unglamorous half of brand capital: what happens to it under pressure, and how quickly it comes back.
Brand capital is only measurable at the moment you spend it. Notes from fifteen years of watching companies spend it badly.
Tom Vestergaard / 30 June 2026 / 1 min
Everything published on brand building is written for startups or for the Fortune 500. There is a large, profitable gap in between.
Tom Vestergaard / 9 June 2026 / 1 min