What does Manchester United tell us about brand planning?

So, what I am talking about? At its core, I’m talking about the basics of brand building. In their seminal research for the IPA, Peter Field and Les Binet have outlined the complexities of building a brand in the digital age – the delicate balancing between long-term brand investment and short-term sales activation. Importantly, the refer to the ’60-40 split’ between brand and sales as the optimum for growing a brand.