This research project explores the emerging discipline of brand substance. A wave of new thinking is emerging across marketing and brand teams, corporate affairs and sustainability departments, and in their agencies. Their shared goal is to find new ways to tap into the growing desire people have to believe in the whole company they engage with, rather than defining their relationship with a brand in terms of the products they consume. The common belief is that this approach will build the successful brands of the future - in other words, it is a shift from Brand Image to Brand Substance.
The research aims to
Develop a better understanding of the emerging discipline of brand substance, both from a marketing and a sustainability perspective
Develop practical tools and principles for adopting brand substance thinking
Identify high ranking brands
Publish insights, tools and frameworks to help brands and people who subscribe to brand substance thinking.
Data collection is now complete