In today’s highly competitive market, executives must work harder than ever to ensure their company’s brand stands out, operates with a clear purpose, and maintains consumer appeal. In a 2015 study, “Bonfire of the Brands,” PwC traced the long-term success of more than 6,700 brands from around the world over the previous 16 years, using data from BAV Consulting on consumer perception of brands. The study found that consumers expect the best-known brands to do nothing less than have a role in shaping their world; the brands they favor must be innovative and, increasingly, trustworthy and visionary.
