Upload
others
View
3
Download
0
Embed Size (px)
Citation preview
Meaningful Brands.The new concept of brand strenght.
Barbara Marx (Havas Media Group)
It is the first global framework to connect brands with human well-being
It measures the quality of benefits brands bring to people’s lives and the returns in business terms
+350,000people
34markets
12categories
6+
years
1,000+
brands2014/15
POLSKA:
•4,400 respondentów•33 marki
50% of brands are trusted globally
But Trust is no longer enough…
“Trust is a Pre-requisite for Brands to Deepen Connections and Be Allowed to Play a meaningful Role in People’s Lives”
69% of People Want Brands to be Meaningful…But few brands are delivering yet
WORLDWIDE EMEA N. AMERICA LATAM APAC
Are companies and brands working hard at improving our quality of life and wellbeing?
WEAK
PERFORMANCE
82%71% 69%
65%63%
Should companies and brands play a role in improving our quality of life and wellbeing?
GROWING
EXPECTATION
S
33%39%47%56%31%
% People Agree
Brands must create value that matters
Cost-advantage Differentiation Make a difference
FUNCTIONAL
ASPIRATIONAL
MEANINGFUL
TODAY
TOMORROW
Poles believe that change will come from people, not from brands, governments or institutions
I believe change will come from
companies and brands, not from governments and institutions
41%
I believe change will come from people, not from companies and brands 50%
POL
Brands face growing expectations and unmet expectations fuel the disconnection
POL
Companies and brands should be actively involved in solving social and environmental problems
68% 71% 69%
Companies and brands should play a role in improving our quality of life and wellbeing
67% 71% 64%
West
EuropeEast
Europe
I frequently consider the impact of a
brand on people’s wellbeing or the environment, when I am deciding whether or not to buy it
35% 42% 44%
People do not demand utopian llivesbut real outcomes and more meaningful lifestyles
We need to understand whats matters…
Personal wellbeing
Collective wellbeingAnd the role they play in society
MarketplaceGoing beyond the product
Exploring how brands tangibly improve peoples’ lives
Brands need to explore the specific territories to leverage by category
Brands that enhance the wellbeing of citizens, communities and societies are more meaningful
What makes Retailers meaningful in Poland?Products and Personal Outcomes prevail
1Marketplace outputs
2Personal wellbeing
3Collective wellbeing
Useful prods.Fair pricesGood quality prods.Safe prods.Respect
Organizational (Life easier, Save time, Good habits)Emotional (Life satisfaction, Me happier)Physical (Be at my best, Healthy) Financial (Savings)
Economy (Jobs, Invests Future Economy, Benefits Economy today)Community (Comm. Development, Local suppliers)Gov & Ethics (Diversity, Transparent)
Top3 attributes in orange
What makes Food (Chocolates) meaningful in Poland?People demand a more holistic approach, being Ethics and their contribution to the collective wellbeing matter
1Marketplace outputs
3Personal wellbeing
2Collective wellbeing
Good quality prods.Category LeaderSafe prods.Fair pricesUseful prods.
Emotional (Me happier, Life satisfaction, Self-esteem, Show-off, Peace of mind)Social (Belonging, Closer to people, Connecting)Physical (Be at my best) Organizational (Life easier)
Gov & Ethics (Diversity, Transparent, Ethical, Sust. leader)Economy (Invests in Tomorrow’s economy, Benefits Economy today, Jobs)
Top 10 Performers Follow a Similar Path, focus on Personal & Rational Outcomes Except the leader E. Wedel, Which is L everaging a More Emotive and Collective approach
RATIONAL PATHTo meaningfulness
PERSONAL
Well-being
EMOTIVE PATHTo meaningfulness
COLLECTIVE
Well-being
Earning Meaningful Returns
The More Meaningful, the Greater Share of Wallet
Share of wallet: % spent with a brand / total annual expenditure withinits category
Meaningful brands generate significantly higher KPIs
Overall Impression 78%
BRANDS KPIS HIGH M PERFORMANCE
LOW M PERFORMANCE
41%
Purchase Intent(non clients) 44% 18%
Repurchase Intent(Clients) 71% 36%
Advocacy 73% 36%
Premium Price 52% 11%
…and outperform the stock market by 133%!
All brands can boost their brands KPIs by improving their meaningful performance
Thank you!