{"id":15255,"date":"2022-08-16T11:34:17","date_gmt":"2022-08-16T10:34:17","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=collaborative&#038;p=15255"},"modified":"2022-08-17T13:44:42","modified_gmt":"2022-08-17T12:44:42","slug":"charles-vallance-brand-capital-is-the-best-defence-against-inflation","status":"publish","type":"collaborative","link":"https:\/\/www.vccp.com\/uk\/collaborative\/2022\/aug\/charles-vallance-brand-capital-is-the-best-defence-against-inflation","title":{"rendered":"Charles Vallance &#8216;Brand Capital Is The Best Defence Against Inflation&#8217;"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-MzWtu wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\">Originally published in his latest <strong><em>Campaign<\/em><\/strong> column<strong><em>,<\/em><\/strong>\u00a0VCCP&#8217;s\u00a0<strong>Founding Partner and Chairman\u00a0<span class=\"il\">Charles<\/span>\u00a0<span class=\"il\">Vallance<\/span> <\/strong>delves into how &#8211; in a time of rising inflation &#8211; brands can make best use of their budgets by building up their brand capital. With the competing ends of high and low ends of channels, the rise of broadcast TV inflation, attention is at its most expensive, <span class=\"il\">Charles<\/span> offers up the key questions that brands should be considering when allocating media spend particularly during a media inflation spike.\u00a0<\/p>\n<p style=\"text-align: left\"><span style=\"font-size: revert;font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif;color: initial\">&#8220;So what can we do? Well, rather like a central bank, the answer depends largely on the reserves built up. Is the brand equity cupboard full or empty? How indelibly branded is your communication? How much ongoing return are we seeing from past investments and the insulating dividend yield that distinctive brand assets generate for the future.&#8221;<\/span><\/p>\n<div>\n<div dir=\"ltr\" data-smartmail=\"gmail_signature\">\n<div dir=\"ltr\">\n<div>\n<div style=\"text-align: left\">He also notes that if broadcast TV spend seems unrealistic,\u00a0then the distinctiveness of brand assets becomes even more important.<\/div>\n<div>\u00a0<\/div>\n<div style=\"text-align: left\">The ultimate key though? Preparation.\u00a0<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div>\u00a0<\/div>\n<div style=\"text-align: left\"><a href=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-Collaborative-report.pdf\">Click here to view the article.<\/a><\/div>\n  <\/div>\n<\/section><\/div>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-15255","collaborative","type-collaborative","status-publish","hentry"],"acf":{"author":false,"hero_video":"","hero_image":{"ID":15258,"id":15258,"title":"Charles Vallance Brand Capital","filename":"Charles-Vallance-Brand-Capital.png","filesize":987304,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital.png","link":"https:\/\/www.vccp.com\/uk\/collaborative\/2022\/aug\/charles-vallance-brand-capital-is-the-best-defence-against-inflation\/attachment\/charles-vallance-brand-capital","alt":"","author":"57","description":"","caption":"","name":"charles-vallance-brand-capital","status":"inherit","uploaded_to":15255,"date":"2022-08-16 10:31:34","modified":"2022-08-16 10:31:34","menu_order":0,"mime_type":"image\/png","type":"image","subtype":"png","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-300x169.png","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-768x432.png","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-1024x576.png","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-1536x864.png","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital.png","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-1920x720.png","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-1920x960.png","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-768x768.png","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-307x615.png","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-768x960.png","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-1200x630.png","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-768x768.png","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-768x384.png","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital-307x615.png","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Charles Vallance 'Brand Capital'","meta-description":"Charles Vallance 'Brand Capital Is The Best Defence Against Inflation' ","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2022\/08\/Charles-Vallance-Brand-Capital.png","related_content_title":"You may also like","relateditems":false,"hide_related_items":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/collaborative\/15255","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/collaborative"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/collaborative"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/57"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=15255"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}