You will often hear us at Level5 discuss the “Value of a Promise Consistently Kept™”. In Part 3 of our latest Brand-Driven CEO series, David Kincaid and Hugo Powell discuss the former half of that phrase in the context of Hugo’s experience leveraging disaggregation to understand a brand’s consistency and value. Hugo also outlines Apple as an example of a brand that invests for the long term to remain relevant and create value.

“Disaggregation is the grunt work of getting down to more detail than your competitor will pursue to better understand the situation and what needs to be different in the future to realize brand consistency and value.”