Shareholder wealth is not a business input. Shareholder wealth is not something you chase or aim for in and of itself. Shareholder wealth is an output i.e. it happens “as a result of” doing these four things:
1. Build a company people love working for (your staff).
2. Build a company people love doing business with (your business partners).
3. Build a company people love buying from (your customers).
4. Build a company people love having in their community (society).
1+2+3+4 = SHAREHOLDER WEALTH. And this is what strong branding is and does.
Here’s me making the point in an interview …