Guest Article: The brand is a wasting asset – Avik Chattopadhyay, Saffron Brand Consultants According to Avik Chattopadhyay, CEO - India, Saffron Brand Consultants, a brand is a ‘wasting asset’ with a lifespan. He states that the moment the brand comes into contact with its desired target consumer, it starts depreciating. Avik Chattopadhyay Oct 6, 2010 8:13 AM