OPINION : Brand power loses its potency as a stock-picking tool
INSIDE THE MARKET
Despite owning two of the most iconic brand names in corporate history, Kraft Heinz Co. has been a financial disaster for Warren Buffett and its other big-name investors. This sad experience is not as unusual as you may think.
Anyone betting on the power of corporate branding over the past decade was essentially spinning a roulette wheel. Some big brands did better than the overall market; just as many struggled.
Investors who believe in the magical properties...