THE NEW BENCHMARK
FOR UNSTOPPABLE BRANDS
Most marketing models are focused on the short term, blind to the effects of sweeping economic and social changes that happen unexpectedly and change the future of brands.
That’s why we partnered with The Harris Poll to run a national research survey on brand longevity — a project that would allow us to develop a new platform for creating unstoppable brands: The Brand Longevity Lab.
WHAT IS BRAND LONGEVITY?
WHAT IS BRAND LONGEVITY?
Brand Longevity is the achievement of cultural relevance, and ongoing consumer engagement, over a sustained period of time and across the consumer lifecycle.
MARKETERS NEED A NEW TOOL
FOR A NEW WORLD
Marketers recognize brand longevity is important, yet they’re still making decisions with short-term priorities in mind. They need a way of thinking about their brands for the long haul.
Drawing from decades of marketing knowledge, academic studies, and brand-building experience, Brownstein reverse-engineered the elements of brands to develop the Brand Longevity Ecosystem™, a model for understanding the big picture of brands, including internal and external elements that continually influence the success of brands.
BACKED BY RESEARCH
ON MARKETERS & CONSUMERS
We put this model to a trial by fire, testing it against the opinions of consumers and marketing experts. It passed the test: our findings showed that brand marketers need well-rounded solutions that balance all elements of the Brand Longevity Ecosystem™ — and that they need to tailor them according to key industry and consumer factors.
Now, we’ve published our full report on brand longevity, as well as a new algorithm for evaluating brands on their ability to be resilient, and accelerate through change: The Brand Longevity Index™.
QUICK STATS
63%
of consumers said they want advertising to be reassuring in times of crisis
72%
of consumers said they want advertising to be useful and practical in times of crisis
67%
of consumers want brands to focus on their product, not on political issues or social causes
51%
of consumers would consider boycotting a brand because of their past stances on social issues
The Brand Longevity Index™ is designed to help brands identify key drivers needed to build resilience in the marketplace, and highlights important areas of focus in green. The algorithmic tool was designed with insights and analytics from The Harris Poll following a national survey of 3,001 consumers. Using our simplified version below, you can see the most important drivers of brand longevity across industries and according to different generations. To learn more, download our whitepaper, get a free evaluation or contact us today.
DRIVER BREAKDOWN
Product
- UVP
- Price
- R & D
Vision &
Values
- Aspirations
- Principles
- CSR
Brand
Heritage
- History
- Legacy
- Experience
Brand
Image
- Relevance
- Reputation
- Recognition
Consumer
- Audience
- Lifecycles
- Choice & Loyalty
Culture
- Trends
- Social Attitudes
- Expectations
Technology
- Digitalization
- (Social) Media
- Adaptability
Brand
Personality
- Logo & Graphic
- Copy & Taglines
- Content