GSK

GSK researches, develops and manufactures innovative pharmaceutical medicines, vaccines and consumer healthcare products. It receives a score of 8.20 and comes in at number 10.

A single-minded brand idea aligns with the narrative and purpose, ‘To improve the quality of human life by helping people do more, feel better, live longer’. The purpose statement is integrated into the company’s business model, long-term priorities and sustainability strategy. Brand storytelling is particularly strong in evidencing purpose in action. The brand scores highly in the sustainability space, with performance against commitments and progress against UN SDGs, UN Global Compact (UNGC) and GRI index reported annually. Like other B2B Bright Brands in the top 10, GSK’s current values feel somewhat generic and vague. There is also an opportunity for GSK to engage more effectively through a softer personality and less corporate visual style.