"The number one watch-out is banality" Jon Tipple of FutureBrand, Jazz FM Business Breakfast

What makes a big company into a brand?  And is it worth the effort? 

Social media and marketing are bringing us closer to big firms than ever before, and the strength of a brand can be enough to future proof a business. 
The 2018 Futurebrand index shows which of the world’s most valuable companies are seen as the best brands. 
To find out what it tells us, Nick Howard speaks to Futurebrand’s global strategy director John Tipple, first asking how the index is built.