Insights into Long-Term Brand Success

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.