Carbone Smolan Agency Launches 2018 Enduring Brands Index

NEW YORK, May 15, 2018 /PRNewswire/ -- Carbone Smolan Agency (CSA) today launched the first Enduring Brands Index, a tool that measures the staying power of leading brands in nine industries. The Index unpacks how brand endurance is achieved, how it varies by sector, and how organizations can use these lessons to set their own strategy for sustained success amidst constant change.

A Different Kind of Brand Index

"This is a different kind of brand index. You won't find the usual handful of biggest and best-known consumer brands on our list," says Michael Marotta, Strategist and Project Lead for the Index. "Our goal was to produce insights that brand professionals can actually apply. We believe that a brand's ability to endure change is essential for sustained business growth, and that the drivers of brand endurance can be identified, measured and activated."

In designing the Index and arriving at the 50 component brands, Marotta explains that CSA intentionally focused on nine industries in which its 40 years of experience provided meaningful insight:

• Arts and Culture
• Consulting
• Financial Services
• Healthcare
• Hospitality
• Insurance
• Law
• Non-Profit
• Travel

CSA then reached out to experts and practitioners in those fields to generate a list of 334 nominees, from which the top 50 were selected for testing. "We're pleased to offer an Index that addresses many B2B sectors that often get overlooked in other brand surveys," says Marotta. "Analyzing by industry reflects how customers of these brands actually think, which is within a category landscape and against a competitive peer set."

A Rigorous Methodology

From its own experience in brand strategy and development, CSA applied a framework of five essential traits that every brand must model to endure:

• Self-Aware  
• Principled  
• Deliberate  
• Adaptive
• Focused

Each of the 50 brands was scored according to four additional dimensions of each trait, yielding 25 component metrics. More than 5,000 U.S. consumers each evaluated one nominated brand. CSA has published the composite scores for each industry, alongside summary analyses of the Index findings, in a report available for download at www.carbonesmolan.com/enduring-brands.  

Actionable Metrics for Brand Professionals

The Index is designed as a diagnostic tool to guide and support action. "CSA's Enduring Brands Index is an insightful, in-depth examination of what it takes to build and maintain a brand in a rapidly-changing business environment," said Pamela Thomas-Graham, who sits on the boards of Clorox, Peloton and Norwegian Cruise Lines. "Being self-aware is not something that most companies think about, and this work demonstrates how vital it is that brands know exactly where they stand."

About Carbone Smolan Agency

Carbone Smolan Agency (CSA) is a branding and design agency that helps leading companies and cultural institutions win in their markets. For 40 years, CSA has been providing expert Brand Strategy, Brand Design, and Digital Experience to solve complex business challenges. For additional information, go to: www.carbonesmolan.com.

Contact: Dave Weinberger
212-807-0011
[email protected]

SOURCE Carbone Smolan Agency

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