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brandshareTM 2014 © Daniel J. Edelman, Inc .
HOW BRANDS & PEOPLE CREATEA VALUE EXCHANGE
2
brandshareTM 2014 © Daniel J. Edelman, Inc .
9 OUT OF 10 CONSUMERS GLOBALLY WANT A MORE MEANINGFUL RELATIONSHIP WITH BRANDS
3
brandshareTM 2014 © Daniel J. Edelman, Inc .
THE LANDSCAPE IS CHANGING.
- WHY WE STARTED DOING THIS SURVEY -
PEOPLEGeneral and influencer consumer populations who report at least a minimal level of engagement* with brands
15,000
IN 12 COUNTRIES
AUSTRALIA
BRAZIL
CANADA
CHINA
FRANCE
GERMANY
INDIA
JAPAN
MEXICO
SOFT DRINKS + COFFEE
BEER + SPIRITSCONSUMER HEALTH
CPG/FMCGRETAIL
TECH + ELECTRONICSTELECOMMUNICATIONS
FOODFINANCIAL SERVICES
ENERGYAUTOMOTIVE
30 MINUTE DURATION
BRANDS48 multi-national brands, plus approx. 15 “local” brands per country
199
ACROSS ELEVEN
THROUGH ONE
ONLINESURVEY
4
BRANDSHARE METHODOLOGY OVERVIEW
NETHERLANDS
UK
USA
brandshareTM 2014 © Daniel J. Edelman, Inc .
*To participate in the survey, respondents had to report participating in a minimum of one
brand engaging activity in the last 12 months. Brand engaging activities might include things
like visiting a brand website, attending a brand sponsored event, following a brand on
Twitter, wearing branded clothing, etc.
JAPAN1038 people
Across 8 regions (controlled, distributed sample)
About 48 multi-national brands, and 7 “local” brands
We talked to
INDUSTRYSECTORS
WE COMPARED CONSUMER NEEDS…
5
I can count on the
brand to deliver
consistent products
or services
1
The brand
delivers what
I need from a
product or
service
2
I want to be
associated with
the brand
The brand is an
essential part of
my life
I respect the
company’s
leaders
I feel good about
this company’s
commitment to its
community
I feel the brand
cares about
more than itself
1
2
3
4
5
I feel good buying
this company’s
products or services
6
7
I believe in the
brand’s purpose8
9
brandshareTM 2014 © Daniel J. Edelman, Inc .
TO WAYS BRANDS COULD FULFILL THESE NEEDS…
Shares company history and heritage openly
Openly shares its vision for the future
Is open about company performance and holds leaders accessible
Communicates transparently about how its products are sourced and manufactured
Takes a stand on issues of importance to individual consumers
Offers many ways for consumers to ask questions and share opinions
Is quick to respond to people’s concerns and complaints
Helps people achieve their personal goals
Invites consumers to participate in events and live experiences
Invites consumers to interact online
Invites consumers to represent products and services to their social networks
6
Acts with a clear mission and purpose at its core1
2
3
4
5
6
Invites consumer participation in product development7
8
9
14
13
Uses its resources to drive change in the world12
11
10
brandshareTM 2014 © Daniel J. Edelman, Inc .
AND EVALUATED HOW THEY COMBINE TO DELIVER BUSINESS OUTCOMES
7
Purchase
Recommend
Defend
1
2
3
Share Personal Information
Share Brand Content
4
5
brandshareTM 2014 © Daniel J. Edelman, Inc .
WE LEARNED THAT:There is little value for the consumer in the current relationships.
But the good news is, • We can create more
meaningful relationships by changing how we interact with and fulfil consumer needs
• There is a local and global opportunity for brands
8
brandshareTM 2014 © Daniel J. Edelman, Inc .
LITTLE VALUE FOR THE CONSUMER
9
brandshareTM 2014 © Daniel J. Edelman, Inc .
PEOPLE CONTRIBUTE. BRANDS BENEFIT. THERE IS LITTLE VALUE EXCHANGE.
One-sided relationship
66%
10Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information, stories, etc.) successfully share with
you in return, or is it more of a one sided relationship? Q25: Do you think brands are motivated to share with you because they have a sincere commitment to their customers, or because they have a self-centered desire to increase profits?
brandshareTM 2014 © Daniel J. Edelman, Inc .
Brands have self-centered desire to increase profits
70%
51%One-sided relationship
65%Brands have self-centered desire to increase profits
CONTENT ALONE WON’T CUT IT FOR PEOPLE
11
20%
brandshareTM 2014 © Daniel J. Edelman, Inc .
37%
80%
Just compelling content
63%
A clear reason or purpose for sharing must be involved
Q23: For brands to share successfully, which of the following would you say is most important? [% who selected CLEAR REASON OR PURPOSE FOR SHARING or COMPELLING CONTENT TO SHARE]
AND BRANDS HAVE TO BE READY
12
OF RESPONDENTS FEEL
THEY SHOULD BE ABLE
TO COMMUNICATE AND
INTERACT WITH BRANDS
QUICKLY, IN REAL-TIME
87%
brandshareTM 2014 © Daniel J. Edelman, Inc .
80%
PEOPLE WANT MORE VALUE FROM BRAND RELATIONSHIPS
13Q9: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that
you like are currently doing each of these things too much, just right, or not enough? [% who selected JUST RIGHT or NOT ENOUGH. Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]}
brandshareTM 2014 © Daniel J. Edelman, Inc .
%17Think brands deliver
11%
Want more meaningful relationships with brands
%87 94%
14
brandshareTM 2014 © Daniel J. Edelman, Inc .
HOW DO WE NEED TO INTERACT:
PEOPLE WANT BRANDS TO BE
15
brandshareTM 2014 © Daniel J. Edelman, Inc .
78%
59%
Q5: You will be presented with things that a brand can do to build and maintain a connection with
you or customers like you. Thinking about brands that you like, how important is each of the
following to you? [5-Point Scale, Top 2 Box]
PEOPLE WANT BRANDS TO BE RESPONSIVE,
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
PEOPLE SAY IT
IS IMPORTANT
PEOPLE SAY IT
IS IMPORTANT
16
brandshareTM 2014 © Daniel J. Edelman, Inc .
52%
68%
PEOPLE DEMAND TO BE INVOLVED,
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
PEOPLE SAY IT
IS IMPORTANT
PEOPLE SAY IT
IS IMPORTANT
Q5: You will be presented with things that a brand can do to build and maintain a connection with
you or customers like you. Thinking about brands that you like, how important is each of the
following to you? [5-Point Scale, Top 2 Box]
17
brandshareTM 2014 © Daniel J. Edelman, Inc .
58% 52%
PEOPLE DEMAND REAL CONVICTION FROM BRANDS.
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
PEOPLE SAY IT
IS IMPORTANT
PEOPLE SAY IT
IS IMPORTANT
Q5: You will be presented with things that a brand can do to build and maintain a
connection with you or customers like you. Thinking about brands that you like, how
important is each of the following to you? [5-Point Scale, Top 2 Box]
18
brandshareTM 2014 © Daniel J. Edelman, Inc .
61%
45%
78%
59%
39%
49%52%
68%
38% 39%
58% 52%
Q11: Please select the statements that you feel apply to [BRAND]. You may
select as many or as few as you feel apply. [Average % who stated sharing
statements applied to [BRAND]
THE URGENCY IS EVEN GREATER GLOBALLY
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
PEOPLE SAY IT
IS IMPORTANT
19
brandshareTM 2014 © Daniel J. Edelman, Inc .
17%18%
12% 12% 11%
15%11%
16% 13%15%
21%
13%
PEOPLE THINK BRANDS PERFORM
Q11: Please select the statements that you feel apply to [BRAND]. You may
select as many or as few as you feel apply. [Average % who stated sharing
statements applied to [BRAND]
BRANDS ARE NOT PERFORMING WELL ENOUGH.
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
THOUGH SOME ARE CATCHING ON OVERSEAS
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brandshareTM 2014 © Daniel J. Edelman, Inc .
0
5
10
10 17 24
Gives many ways to ask questions and give opinions Respond quickly to
people’s concerns and complaints
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
DEMAND IS STRONGER OVERSEAS
BR
AN
DS P
ER
FO
RM
BETTER
OV
ER
SEA
S
pts
pts+
+
GOING FROM DOMESTIC TO GLOBAL = PURPOSE IS KEY.
BEHAVE THIS WAY AND BRANDSCAN MEET NEW CONSUMER NEEDS
21
Responsiveness
Participation
Purpose-driven
brandshareTM 2014 © Daniel J. Edelman, Inc .
Rational+ Emotional
22
brandshareTM 2014 © Daniel J. Edelman, Inc .
HOW DO WE NEED TO FULFIL NEEDS:
SOCIETAL NEED IS GROWING
I feel good about this company’s commitment to its community
23
I feel the brand cares about things other than itself
I believe in the brand’s purpose
FULFILLING SOCIETAL NEEDS DRIVES BUSINESS OUTCOMES
brandshareTM 2014 © Daniel J. Edelman, Inc .
SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY
24
brandshareTM 2014 © Daniel J. Edelman, Inc .
1. Lets people know the company’s mission and vision for the future
2. Uses its resources to drive change in the world
3. Invites people to interact with the brand via in-person experiences
4. Invites people to be a part of the development and refinement process for products or services
1. Takes a stand on the issues I care about most
2. Uses its resources to drive change in the world
3. Invites people to be a part of the development and refinement processfor products or services
4. Lets people know the company’s mission and vision for the future
TOP FOUR BRAND BEHAVIORS THAT CORRELATE TO CONSUMERS’ SOCIETAL NEEDS
MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS
25
RATIONAL
EMOTIONAL
SOCIETAL
brandshareTM 2014 © Daniel J. Edelman, Inc .
+
+
PURCHASE + 8%
DEFEND +10%
RECOMMEND +12%
SHARE PERSONAL INFO +11%
SHARE BRAND CONTENT +12%
+ 6%
+11%
+13%
+10%
+12%
WHAT NEXT?
26
brandshareTM 2014 © Daniel J. Edelman, Inc .
WHY?
27
Responsiveness
Participation
Purpose-driven
brandshareTM 2014 © Daniel J. Edelman, Inc .
Rational+ Emotional
Societal
STORYTELLING &STORYSHARING
RECOGNISE THAT PARTICIPATION COMES IN MANY FORMS
PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM
28
brandshareTM 2014 © Daniel J. Edelman, Inc .
ALIGN MARKETING AND CORPORATE COMMUNICATIONS EFFORTS TO ENSURE YOUR STORY IS HEARD AND SHARED
EVOLVE YOUR BRAND TO INCLUDE BOTH BRAND PROMISE AND BRAND PURPOSE
CONVICTION & COMMITMENT
29
brandshareTM 2014 © Daniel J. Edelman, Inc .
LISTEN, LEARN AND ADAPT BASED ON WHAT PEOPLE TELL YOU ABOUT THEMSELVES AND YOUR BRAND
PROTECT YOUR BRAND BY INCORPORATING CUSTOMER SERVICE INTO YOUR MARKETING STRATEGY
ALWAYS ON & ALWAYS ADAPTING
30
brandshareTM 2014 © Daniel J. Edelman, Inc .
31
MOVING FROM A TRANSACTION-BASED VALUE EQUATION …
brandshareTM 2014 © Daniel J. Edelman, Inc .
CONSUMER ACTIONS
CONSUMER NEEDS
RECOMMEND
DEFEND
PURCHASE
32
BRANDSHAREBEHAVIOURS
RATIONAL
EMOTIONAL
SHARE PERSONAL
INFO
SHARE BRAND
CONTENTSOCIETAL
TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL
brandshareTM 2014 © Daniel J. Edelman, Inc .
THANK YOU
Copyright ©2014 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, inc. (“Edelman”).