The Cruel Fact If marketers want to behave like they are the guardians of a brand and a brand is an opportunity to generate cash, they will have to get a grip on how brands generate cash Stuart Whitwell, Managing Director, Intangible Business Financial Times, August 31, 2004 9 O Copy rights reserved, Zou Deqiang9 9 © Copy rights reserved, Zou Deqiang The Cruel Fact • “If marketers want to behave like they are the guardians of a brand and a brand is an opportunity to generate cash, they will have to get a grip on how brands generate cash.” Stuart Whitwell, Managing Director, Intangible Business Financial Times, August 31, 2004