A business prof once asked a simple question to prove the value of a brand: Would you rather own all the plant and equipment of Coca-Cola, or would you rather

A business prof once asked a simple question to prove the value of a brand: Would you rather own all the plant and equipment of Coca-Cola, or would you rather own the brand? The answer is obvious and this sort of thing is taught in every business program. Which makes it a shocking when companies do self-destructive things with their brands: Microsoft advertising candy crush and adding pervasive telemetry; Dropbox selling/oversharing user data; chipotle failing to ensure integrity in their supply chain.