Brands are valuable not merely because they exist but because they are perceived to be better than their competition. Our analysis focuses not just on your brand(s) but also how they perform in the context of the competitive landscape. We consider the existing milieu but we cannot ignore what will happen in the future. We are conscious that great brands have great stories but have also learnt the lessons of different markets, other categories and alternative business models. We use our breadth of knowledge to understand how these might be relevant for your brand.