In addition to identifying the drivers of a future brand we uncovered in 2014 and validated in 2015, we asked respondents what they feel organizations should do to meet their needs and succeed in the future.
Their spontaneous qualitative responses support the broad importance of innovation, thought-leadership, and authenticity, but show that these carry different expectations and meaning by sector.
We have summarized these below and connected them to the quantitative perception strength ‘radar maps’ for the leading company in each sector. This offers clues to what organisations in the Top 100 and beyond might do to improve perception strength by FutureBrand’s measures. (N.B. Organisations are grouped according to the ICB industry classification used by PwC).