Tomorrow’s Customer:Can We Win Them Over?

6–18 months

% Target

6–18 monthsPROSUMERS

Source: Euro RSCG Worldwide Prosumer Studies, 2002–2009

15–25%

Prosumer: Tomorrow’s Customer

Deliver Value + Values

Rational Signals Of Value

Low price

Premium quality

Great customer service

Added value

+

SOURCE: Euro RSCG Worldwide 2009 Value Study

It’s important that companies/ brandsstand for something other than profitability 86%

SOURCE: Euro RSCG Worldwide study, “The Future of the Corporate Brand”, Feb 08. Percentage reflects average of US, UK, France findings

WHAT IS A GENUINE AND

CREDIBLE ROLE FOR

THE BRAND

REAL ISSUES CONSUMERS CARE ABOUT

Video

Build Brand Momentum

Make Up of Brand Momentum

Past Performance

Trust

Future Potential

Dy

na

mis

m

EMERGINGBRANDS

FADINGBRANDS

SUCCESS

Momentum of US Brands

Base: Euro RSCG Momentum 2.0 Study, U.S.

American ExpressMasterCard

Western Union

Visa

Bank of America

Citibank

HSBC

ChaseWells Fargo

NY Stock Exchange Euronext

Merril Lynch

eTrade

Charles Schwab

TD Ameritrade

GEICO

AIG

Fidelity

Apple

Dell

HP

IBM

Intel Microsoft

AmazonPayPal

Craig's List

ebay

iTunes

Travelocity

Expedia

Priceline.com

Monster.com

Wikipedia

Digg

Flickr

FacebookTwitter

LinkedIn MySpace

Bing

Google

AOL

Yahoo

Netflix

Hulu

Blockbuster

YouTube

Kindle

Tivo

Blackberry

Motorola

Nokia

Palm Pre

iPhone

GE

Samsung

Sony

LG iPod

Zune

PlayStation

Wii

Xbox

AT&T

FiOS

Sprint

Skype

Verizon

Audi

BMW

Jaguar

Lexus

Mercedes

Range Rover

Volvo

Cadillac

General Motors

Chrysler

Fiat

Hyundai

Ford

Honda

Peugeot

Toyota

NissanScion

BuickChevrolet

PontiacSaturn

Ford F-150

Smart Car

Ford Fusion Hybrid

Chevy Volt

Honda Insight

Toyota Prius

Tata Motors

Costco

Sam's Club

Best Buy

Home Depot

Lowes

K-mart

Target

Wal-Mart

Evian

Gatorade

Red Bull

Vitamin Water

Starbucks

IHOP

Dunkin' Donuts

American Airlines

Iberia Airlines

JetBlue

Southwest Airlines

Virgin AirlinesVivance

Westin Hilton Garden Inn Holiday Inn

Hyatt

W Hotels

Exxon Mobil

BP

VestasSiemens

Kraft Foods

Johnson & Johnson

Lysol

Nestle

Dulux Paint

TED Talks

Lean Cuisine

Kashi

Stouffers

PfizerGlaxo, Smith, Kline

Benefiber

Excedrin

Claritin

Dr. Scholl's

Coppertone

Merck

Eli Lilly

AmgenGenentech

Jim Beam

Valspar

Summer's Eve

91

8345

169

Dyn

am

ism

Trust

Social Media, Portals, eCommerce, Hardware, Telecom, Financial Services, Automobiles, Retail,

Travel

Key Drivers of Brand Momentum

In-store displays .36

Special promotional prices/rates .17

Free trial offers .05

ActivationFriends/family .60

People at work .60

Internet blogs .51

Noticed someone using .42

Word of Mouth

Product samples .24

Product Demos .24

Brand Experience

Email newsletter/offer .33

Frequent shopper/points program .05

Brand Loyalty

Internet advertising .55

Website .52

Social network site .44

Magazine ads .36

Radio ads .36

TV ads .32

Events .30

Newspaper ads .20

Billboards .15

Communications Awareness

Visionary .60

Innovative .60

Unique .50

Authentic .40

Brand Perceptions

Internet story .58

New products or services .52

TV story .48

None of these -.57

Brand News

Base: Euro RSCG Momentum 2.0 Study, U.S.

Edutain, don’t just educate

Evian Roller Babies

Piss them off atyour own peril

67% top-notch customer service

61% freebies (gifts with purchase, etc.)

58% made by a company I trust

45% made by a company I admire

44% scarce / hard to find

38% conscientious / making a difference

Satisfying Added Values

Top 2 Box Summary

67% top-notch customer service

Euro RSCG Global Value Study 2009

1:17

3:873

Focus on behaviorsnot just on attitudes

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