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My Bottom Line: Robin Wight, Engine

23 June 2011 Last updated at 15:26 BST

Robin Wight is president of the communications group Engine.

He believes companies ignore the value of long-terms brands at their peril, and that the few slogans which really stick in people's minds are priceless.

Robin appeared on The Bottom Line which is broadcast on BBC Radio 4 and BBC World Service. Subscribe to the podcast or watch it on the BBC News Channel.

Find more business wisdom from other chief executives on the My Bottom Line website.