Brand is a value-driving agent. In Part 2 of our latest Brand-Driven CEO series, David Kincaid and Hugo Powell exchange ideas about the creation of business value through brand. Hugo provides first-hand experience and insights based on his time managing Labatt and its acquisition by Interbrew SA.

“Doing transactions allowed me to think about why I would want to buy that company, or not want to buy it. What are the values created? And of course, the brand and its trajectory are a very big part of that.”