Most brands flourish, falter, and then die — making room for brands that are superior or more innovative. However, there are some brands that sustain their position in the marketplace despite shifts in social, economic and cultural conditions. Why do some brands manage to evolve with the times, while others fail?
A fundamental understanding of the evolutionary phenomenon of culture is key to ensuring brands can maintain or improve their position in the marketplace. Their continuing success is contextual and dependent on myriad and sometimes mysterious factors.
This year, we challenged our students to interrogate what it means for a brand to be accountable to its values. The 2025 thesis challenged them to examine the tension between principle and profit. We asked them to investigate how brands could stand by their convictions rather than bend to the pressures of stakeholders and short-term financial gains. The work investigates not just the cost of compromise, but the opportunities that emerge when brands act with integrity.
Through robust critical analysis, we asked our students to reposition brands that have fallen out of pace with culture. The criteria included how to reposition these brands, develop strategies for greater relevance, and create new tactics in a rapidly changing cultural landscape.
Following the thesis screening, join us for the Masters in Branding Book Series Panel Discussion, moderated by Debbie Millman and featuring authors Dr. Tom Guarriello, Richard Shear, and Mark Kingsley. The evening will conclude with a networking reception.
Please join us on November 18th at the SVA Theatre to celebrate, discuss, and network. Find event details and RSVP information here.
