Insights into Long-Term Brand Success

Abstract

Brands such as John Deere remain relevant across generations, yet others fail (e.g., Kodak). What is the secret to staying relevant to consumers across multiple generations? Using a mixed-methods approach consisting of interviews with 34 executives and a survey with 664 executives, this research explores the characteristics of executive leaders that facilitate the continued success of brands. The studies’ results support the idea that leaders must embrace a consumer-focused environment. Through a consumer-focused culture of shared values, engagement, hope and brand community participation, leaders drive market orientation and long-term brand growth.