LIVING BRAND INDEX

Working in partnership with our sister agency Good Relations, a PR and Social agency, we launched the Living Brand Index at the end of 2023. The Living Brand Index is designed to benchmark how well brands share ideas and content to drive a greater share of voice, especially given marketing budget constraints.

There is a lot of great insight, as each wave we speak to over 4,500 consumers about 140 brands. We know which brands are the most trusted, memorable and make the strongest connections. Most importantly we know why people see brands in the way they do and where energy should be focused moving forward.

We have made the insight and data behind it easy to use and share. We have built an intuitive dashboard which will update data stories every six months.

Twice yearly study looking at 140 brands, speaking to 4,500 people

Identifies the traits that impact how far a brand idea is shared and what good looks like

The Living Brand Principles

The traits that best explain what brings a brand idea and character to life fall into three categories.

  • Trusted

    • They are reliable

    • They are respected

    • They are trustworthy

    • They are liked by people I know and trust

    • They fit with my values

  • Memorable

    • They are distinctive and easy to recognise

    • They are innovative and constantly evolving

    • They introduce me to new ideas

    • They constantly exceed my expectations

  • Connected

    • They are always there at the moments and places that matter to me

    • They make a difference to my community/world

    • They are hot in culture right now

    • They are passionate about what is important to me

    • They provide opportunities for me to express myself

Our traits have different levels of influence

The behaviours in these three categories have a different influence what means that a brand idea will be shared. Our index takes this into account, which means it is highly effective in understanding which brands do well across the three behaviours and what this means for PR strategy moving forward.

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If you’d like to subscribe to our Indexes or just want to find out more, get in touch!