Horsemeat, tax evasion, banks in crisis, energy prices, a war on sugar and exploitation of textile workers – all of these issues are indicative of a changing business environment that throws up new challenges for building successful brands.
This report charts the rise of a new approach, recognising a growing trend in marketing initiatives that involve demonstrating responsibility, expressing a meaningful purpose and communicating brand values. It’s an approach called Brand Substance.
Marketers from some the world’s most influential brands were surveyed, as well as thought leaders from the
world of sustainability to understand the implications of this trend for business and brand management.
This generated insights and tools for the everyday challenges faced by marketing and sustainability practitioners today.