Brand Substance
Brand substance is a big idea about the need for companies to create positive change for people, communities and wider world. Find out more about what it means and how it works here.
How It Works
The relationship between people and brands is changing. Thinking about your brand image is no longer enough. You need to focus on the substance.

Brand substance is about building brands by creating positive change on three levels:
ME - for people as individuals
MY WORLD - for the communities they are part of
THE WORLD - for the world they live in
Brand substance is a big idea. But it’s an unfinished idea and one we want to work on with others to explore and develop further. Doing that means Brand Substance needs an online hub of its own, which is something we’re working on at the moment. In the meantime, if you’re intrested in hearing more about Brand Substance thinking, get in touch:
"Brand Substance Handbook"
An introduction to new ways of building brands, based on the value they can create in people's lives.

A Given presentation at Green Unplugged (June 2010)
Brand Substance Handbook
"Sustainability & Marketing"
Sustainability as a route to becoming a better marketer?

Marketing needs a radical rethink. Here, we argue that sustainability has lots of the answers.

A Given presentation for Ashridge Business School MBA programme
Making Marketing Better