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.
Brand Longevity is the achievement of cultural relevance, and ongoing consumer engagement, over a sustained period of time and across the consumer lifecycle.
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.
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™.
of consumers said they want advertising to be reassuring in times of crisis
of consumers said they want advertising to be useful and practical in times of crisis
of consumers want brands to focus on their product, not on political issues or social causes
of consumers would consider boycotting a brand because of their past stances on social issues