Meaningful brands category insights sb content dec 30 1

Meaningful brands category insights sb content dec 30 1

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  An Essential Guideto Enhancing Brand and Consumer Relationships in Human Terms Trends and Insights, January 2013
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  The world aswe know it is a very Against all of this, the relationship between different place. people and brands has changed and, in many cases, suffered. Only 20% of brands have a notable positive The power balance impact on our sense of wellbeing and quality of between regional life economies and Most people would not care if 70% of brands institutions has ceased to exist shifted All over the world people’s expectations of There’s a huge opportunity for Brands that life have adjusted to fit a can relate people in a more meaningful way. new set of norms We need to change the way we define and Technology has measure brand value so that fully changed the way understand how to build their contribution and speed at which to our quality of life and wellbeing. we communicate Meaningful Brands is our new vision and framework that enables companies to respond to these changes, and help people improve their lives to become part of the next generation of brands. 2
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  Umair Haque, DirectorHavas Media Labs and For the first time we are able to connect brands member of the thinkers50, with our quality of life and wellbeing. We do this by measuring the perceived impact of brands on “If the majority of people don’t care if 70 our personal wellbeing - their influence on factors percent of brands disappear tomorrow, and if such as our health, fitness, happiness, values, just 20 percent of brands have a notable social relationships, financial security, lifestyles and positive impact on people human lives, despite habits - and our collective wellbeing, that is, how the billions poured into trying to connect with brands help to improve communities, societies and them by C-suites across the globe, we have to the environment. fasten our seat belts: communications as we know it is going to have to take a quantum o  Meaningful brands enhance the wellbeing of people, communities and the environment leap. As the global economy is changing, marketing must stay several steps ahead of the o  Meaningful brands help us to improve ourselves, our transformation curve. families, our communities and our planet o  Meaningful brands are sustainable If you want to earn the love, trust, devotion and attachment of people you’re going to have to o  Meaningful brands form partnerships with people that undertake the challenge. We need to focus on help us adopt better habits and lifestyles making a difference to people, communities and society that endures, resonates and multiplies.” o  Meaningful brands make new relationships with people that are deeper and more human 3
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  Every year wespeak to 50,000 people in 14 countries about how brands fit into their lives. Top 20 most meaningful global brands It is clear from our analysis that we need to take according to our Havas Media’s Meaningful a new look at the relationship between brands Brand Index (MBi): and consumers. Nowadays we want so much more from brands than just promises or stories. Brands that manage to create better 1.  IKEA 11.  LG relationships dominate the marketplace. 2.  Google 12.  Philips 3.  Nestlé 13.  Apple Meaningful Brands helps us to develop this type 4.  Danone 14.  P&G of relationship by understanding exactly what 5.  Leroy Merlin 15.  Mars people expect from brands. It also helps us 6.  Samsung 16.  Volkswagen track how successful companies are 7.  Microsoft responding to these needs by understanding 17.  L’Oréal how these companies are contributing to our 8.  Sony 18.  Walmart wellbeing, both as citizens and individuals, and 9.  Unilever 19.  Carrefour how they communicate these values to us. 10.  Bimbo 20.  Coca-Cola It also shows us that there's a big business opportunity for brands that are able to satisfy NB – global brands are those explored across consumers by creating wellbeing in the context two or more markets from different regions. of their new values, expectations and local market realities. 4
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  Global Trends FMCG brands,retailers, IT and consumer People living in fast-growing economies electronic brands are performing better than have a healthier relationship with brands. most categories in helping to improve our personal quality of life. Energy, oil, financial Our measurement, with its simple definition of and telecommunication services are more “Meaningfulness” – the brand attachment coupled with prone to underachieve, according to our the contribution to the quality of our lives, shows us that respondents. consumers care about more than 50% of brands in Latam countries such as Brazil, Mexico, Argentina, Chile and Colombia. These high levels of Despite this, some brands have been able to break free meaningfulness are also recorded in China and India from these industry limitations. There are brands with where people tend to feel many brands are having a exceptionally high MBi scores in lower scoring significant impact in their lives. This is compared to categories who are learning to reconnect with significantly lower levels in Europe where people are consumers. This is the case for Fidelity Investments in much more sceptical of brands. the USA, energy brands Petrobras in Brazil and EDF in France and telco brands 02 in the UK and Free in France. In emerging and fast-growing countries, the progress of their economies and societies and the companies are dependent on the progress of their people. Addressing We are seeing an upward trend on brand collective big social challenges, such as access to basic wellbeing contributions - communities/ societies/ affordable products and services, means exploring the environment. This is especially the case with the basic needs of their communities. Half of the top brands automotive sector, which has seen rankings driven with higher MBi scores come from these regions. For upwards by greater environmental and product example, Tetra Pak and Bimbo in Mexico, Colgate- innovation, such as the hybrid and electric cars and Palmolive and the oil company Petrobras in Brazil, food energy efficiency. Compared to last year, brands such brands Colún in Chile and Nacional de Chocolates in as Volkswagen, BMW, Toyota and Peugeot have, Colombia, La Serenisima and Sancor in Argentina, according to consumers, improved the most in this Unilever in India and Ikea in China. area. 5
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  Sara de Dios,Global Head of Meaningful Brands at Havas Media: “We believe that it’s likely that the next generation of brands will flourish in emerging economies - Branding and communication strategies must they can, from the onset, create a context that be adapted and customized to suit geography promotes the growth of meaningful brands. or market clusters. Being adaptive and Companies and brands operating in emerging responsive to each market’s needs and economies can become active in transforming expectations is crucial. Companies must their roles; they are creating new lifestyles for address which specific outcomes are more millions of people and their communities while meaningful to people in each market. And for contributing to the overall progress of their global companies with multiple brands, different societies. This will continue in the future with a but consistent approaches are needed across growing middle class emerging within these brand and market clusters. markets. Not only do people expect brands to contribute By contrast, the situation in developed economies to their lives and the lives of others, they also is the opposite. Brands in these regions are no expect a different type of connection through longer seen to improve people’s quality of life. more tailored and relevant interactions. There is an aging and increasingly poorer middle class who are demanding that brands help them to lead and create new lifestyles that fit into their new expectations and values. In order to survive, these brands must re-evaluate their definitions of success and take up the challenge to make meaningful contributions to these people’s lives.” 6
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  US Retail Insights Theretail category matrix shows us which OUTPUT/PRODUCTS(4Ps) COLLECTIVE OUTCOMES outcomes people believe are important to PERSONAL OUTCOMES drive brand equity and how people believe the category is performing in realizing these outcomes. 1. 2. 1. Marketplace outcomes - output/ products (4Ps) - are naturally important and are high performers, in particular listening to customers, providing quality and useful products. 3. Being ethical, transparent and being a good place to work are top Collective equity drivers. Treating consumers with respect, helping learning and to make life easier are key Personal outcomes to leverage. 2. Opportunity areas to enhance performance are largely in Personal emotional and organizational territories, in making consumers happier, helping to enhance life satisfaction, promoting positive company interactions and supporting good consumer habits. 3. And as Collective outcomes continue to increase in Connecting and delivering on these territories in importance over time, we recommend reinforcing actions a human, tangible and consistent way, through taken in providing fair working conditions for supplier employees, charity support and efforts which provide all brand interactions, leads to greater jobs to fuel the economy. attachment and loyalty. 7
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  Whole Foods outperforms Whole Foods’ is strong in the core category marketplace category expectations in most outputs, offering safe, healthy and innovative products, and in outcomes which propels the listening to consumers. brand to the most meaningful Retail brand in our study. Whole Food’s core values underpin a strong range of Collective outcomes, which support Community, Environment, Government & Ethics and Workplace dimensions. …Whole Foods stores are are green and energy efficient, offering sustainable, natural and organic food, having banned plastic grocery bags, offsetting of 100% of energy use with wind energy credits. …Whole Foods cares for local communities, seeing themselves as ‘active neighbors’. For example, the Whole Planet Foundation initiative aids in the fight against poverty, domestically and in developing countries around the world through the sales of certain products and in helping to create local jobs. Whole Foods excels in delivering upon Personal outcomes Physical, Emotional, Intellectual, Social and Natural dimensions. …Health Starts Here educates and empowers consumers, providing health and recipe information and guides, online and in-store at the Health Starts Department. …Whole Kids Foundation promotes health, learning and connecting, seeking to improve children’s nutrition and wellness, through bringing salad bars to schools and creating school and community gardens. We see an opportunity for Whole Foods to further increase brand equity by incorporating and realizing key Organizational attributes. 8
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  US ITC Insights Incombination with our matrix diagnostic we Important  dimensions  to  drive  brand  equity   use spider charts to evaluate comparative category and brand perceived importance and Collective Personal performance at a dimension and attribute level, Outcomes PHYSICAL Outcomes across Marketplace, Collective and Personal GOV & ETHICS 145 FINANCIAL outcomes. 125 ENVIRONMENT ORGANIZATIONAL When it comes to the Information Technology 105 Communications category all Marketplace attributes such as providing quality, useful and innovative products/ 85 services are core. Being ethical and transparent are also ECONOMY INTELLECTUAL important Collective Outcomes which drive brand equity in in the category. These are areas to nurture and enhance 65 performance. COMMUNITY SOCIAL Personal Organizational and Intellectual attributes, helping to make life easier and save time, and enabling learning, are important drivers where the category performs well. Social and Emotional dimensions are areas where the WORKPLACE EMOTIONAL category can seek to enhance, such as, bringing happiness and enabling greater life satisfaction, treating consumers MARKETPLACE NATURAL with respect, making company interactions easy. ITC Performance Index ITC Importance Index 100=Average 9
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  Google ranks #3in our US brands and is the category ITC leader. People would care if the brand disappeared. Google is comparatively strong to other consumer electronic, technology and telecommunication brands in the US on nearly every Collective outcome but has room to improve on Marketplace outcomes. Interestingly, when we compare performance at a global level and across all categories, we see further opportunities to strengthen the brand in the Collective dimensions. Google excels on most Personal attributes, but there is naturally room to enhance performance in Emotional and Social attributes. Some of the ways in which we see Google delivering include: …Google makes life easier through its core products and services, from simple search via Chrome web browser, to Android mobile OS, to gmail. Reinforced through the Google mission to provide users with the best possible experience. …Google is recognized as a good place to work, ranked #1 by CNN in 2012, among others. …Google is socially committed, in the heart of Silicon Valley, through Citizen School initiatives and R&D support e.g. Lunar X competition. …Google invests in renewable energy and the environment. Solar panels are used to power 30% of their buildings energy consumption. 380,000 gallons of waste water is treated and reused. Millions are invested in renewable energy innovation projects, which also help make people’s lives easier. 10
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  US Auto Insights Acrosscategories we tend to see OUTPUT/PRODUCTS(4Ps) COLLECTIVE OUTCOMES the greatest difference in PERSONAL OUTCOMES comparative importance and performance in Personal outcomes. In the Auto category, Emotional, Natural and Organizational dimensions are most important. The category opportunity to enhance performance is predominantly in Emotional attributes, such as making consumers happier, promoting life satisfaction, enabling self-expression and treating consumers with respect, coupled with helping to make consumers’ lives easier. In order to grow brand equity and attachment we recommend prioritizing delivering upon key attributes which are relevant for your category. 11
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  Honda is ourtop performing Auto brand which outperforms the category on nearly all Collective outcomes and Personal dimensions of Natural, Physical, Intellectual and Social. As with the category, there is the opportunity to enhance Marketplace outputs, along with Emotional and Organizational Personal dimensions. We see Honda’s meaningful success in: …Honda’s “Greenest Vehicles” accolade, where the fuel efficiency of the 100% electric Honda Fit, plus five other hybrid or electric vehicles, resulted in Honda being among the top brands awarded. …Honda’s Blue Skies initiative for our children, which aims to help future generations experience the freedom of mobility with an aggressive 2020 emissions reduction mission. …Honda’s community outreach, such as the California Coastal Cleanup, which brought LA volunteers together to clean over 750 sites in 2011, Madrona Marsh Habitat Restoration initiative and Ohio educational student events. …Honda’s “practice what you preach” approach, where solar panels are utilized on all Honda facilities around the world. 12
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  You have seenhow Meaningful Brands For you numbers people, the snapshot below pays in human terms, “me, us, the world”. Personal Outcomes shows how our Meaningful KPIs of Contribution to Quality of Life and Attachment compare with traditional brand measures. Naturally, the highest performing Meaningful Brands Physical Financial Organizational Intellectual also perform best in traditional brand measures. Emotional Social Natural Workplace Community Environment Gov & Ethics Economy 13
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  And Meaningful Brandspays in business terms. To learn more, please visit: www.havasmedia.com @HavasMedia http://www.youtube.com/ havasmediachannel If you too are excited and intrigued about our cartography approach to identifying key brand equity drivers, linking Marketplace, Collective and Personal outcomes and using our framework to help realize sustainable business results, do please contact us. Sara de Dios, Global +34.914.569.090 [email protected] Kate Cox, UK +44.207.393.9000 [email protected] Amy du Pon, US +1.646.587.517 [email protected] 14
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  Thank You!
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