Mortality rate: The shelf life of a brand

Which brands will be around for ever? Can having a social purpose boost a brand’s lifespan? And, how come all the brand love in the world can’t stop a brand from dying out? These are some the questions debated by a gathering of marketers and marketing experts at the Immortal Brands Breakfast roundtable hosted by Southpaw as part of its Brand Mortality study. 
The roundtable, which was chaired by The Drum editor Stephen Lepitak, included Fever Tree’s global brand direc