Date post: | 31-Oct-2014 |
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Disconnection between people and brands
Today’s paradigm:
Most people would not care if
73% of brands disappeared
Less than
20% of brands notably improve
our quality of life
People’s relationships with brands vary strongly across markets
EUROPE (Fr, UK, Ger, It, Sp, Port, Net, Sweden,
Russia, Baltics, Turkey)
LATAM (Mex, Br, Arg,
Chile, Peru))
ASIA (China, India,
Indonesia, Japan)
Contribution % of brands improving notably people’s quality of life
USA
Attachment % of brands people would care about if they disappeared
7% 8%
5% 9%
42%
27% 39%
51% 27%
20%
Today’s consumer paradigm
Real human prosperity is continuing to fall
Changing social contracts,
! from: more, bigger, faster, cheaper, now
! to: smarter, fitter, wiser, tougher, closer Relationships are largely broken between brands and people
And people are empowered more than ever before
Brands face growing expectations
Large companies should be actively involved in solving social/ environmental problems
I frequently consider the impact of a brand on people’s well-being or the environment when I decide to buy
50%
% AGREE 2013
71%
WEST EUROPE
71%
42%
Companies and brands should play a role in improving our quality of life and well-being
71% 71%
Unmet expectations increase the disconnection between people and brands in western economies
Brands work hard at improving our quality of life and well-being
WEST EUROPE
USA LATAM ASIA EAST EUROPE
40% 29% 36% 46% 53% 31%
I generally trust brands
They communicate honestly about their commitments and promises
Brands can play a role in improving my quality of life and well-being
32% 21% 26% 36% 52% 28%
46% 38% 40% 40% 49% 61%
53% 49% 58% 65% 37% 40%
Opportunity for brands to make a real, tangible meaningful difference % AGREE 2013
MEANINGFUL MATTERS
To understand how relationships are changing
2013: 134,000 consumers, 23 countries, 700+ brands across 12 industries
10
Meaningful brands is a new metric of brand strength
It measures the quality of benefits brands bring to peoples lives
It lets us understand, visualize and influence the competitiveness of brands in 21st century terms, in:
Human terms, not just product terms
Economic terms, not just sociological terms
Financial terms, not just marketing terms
Meaningfulness pays in marketing terms
Brand Indicators
Highest MBI
Lowest MBI
Familiarity 96% 92%
Overall Impression 81% 46%
Purchasing intention (non-clients) 42% 15%
Repurchasing Intention (Clients) 94% 80%
Advocacy 74% 38%
Quality of Life Contribution 65% 17%
Attachment 66% 36%
FOOD & BEVERAGE INDUSTRY
GLOBAL BRANDS
Across all categories and markets, Meaningful brands get
! Stronger brand equity KPIs ! Greater preference & loyalty ! Stronger attachment
Meaningful brands outperform the market by 120%
HM MEANINGFUL BRANDS Index’13
STOXX 1800 FTSE4 Good Index x 120% x 175%
MB Index considers top 25 meaningful global brands (from companies operating in the stock market)
Pathway to growing brand value
Tom
orro
w
Toda
y
Make a difference Differentiation Cost-advantage
Functional
Aspirational
Meaningful
Understanding what matters: Meaningful Brand Index
Marketplace outputs Personal wellbeing Collective wellbeing
Our meaningful brand index goes beyond the product
Marketplace outputs
Good Quality
Products
Safe & Responsible
Products
Listens & Cares
Range Useful Products
Innovative Products Fair Prices Clearly
Labeled
Helps me feel good or happier
Exploring how brands tangibly improve people’s lives
Personal wellbeing
Emo$onal Physical
Intellectual
Financial
Organiza$onal Natural Social
Helps me stay healthy, fitter
Helps me save money
Helps me connect with
others
Inspires me to make the world a better place
Makes my life easier
Ideas/ develop skills, be smarter
Along with the roles played related to society and the planet
Collective wellbeing
Work Place Community Environment
Economy Gov. & Ethics
Good place to work
Community development
Water management Recycles,
sustainable sourcing
Ethical, transparent, Sust leader
Benefits the economy / jobs
Brands that enhance the well-being of citizens, communities and societies are more meaningful
MEANINGFUL BRANDS Global 2013
Grateful & Passionate
Indifferent but fan seekers
Brand Agnostics
Address different challenges across countries/regions
Category matters…
+ Aspirational + Meaningful
Disfunctional commodities Functional commodities
Brands are not limited by their industry boundaries,
Laggards On the way Meaningful Oil & Energy 2013
WHAT MAKES BRANDS MEANINGFUL IN 2013 ?
Who are the most meaningful global brands in 2013?
RANK BRAND New MB INDEX ’13
1 GOOGLE 75,3
2 SAMSUNG 72,6
3 MICROSOFT 72,3
4 NESTLE 72,1
5 SONY 71,5
6 IKEA 71,4
6 DOVE 71,4
7 NIKE 71,3
7 WALMART 71,3
8 DANONE 71,2
9 PHILIPS 70,8
10 P&G 70,1
11 ADIDAS 69,8
11 MERCEDES 69,8
12 SPRITE 69,2
RANK BRAND New MB INDEX ’13
13 VOLKSWAGEN 68,8
13 HONDA 68,8
14 LEROY MERLIN 68,5
15 UNILEVER 68,1
16 L’OREAL 67,5
17 STARBUCKS 67,4
17 ACTIVIA 67,4
18 COCACOLA 67,3
19 TOYOTA 66,8
20 H&M 66,5
21 AUDI 66,3
22 APPLE 66,1
22 EVIAN 66,1
23 ZARA 65,8
24 HEINEKEN 65,5
25 LG 65,0
Half of top 10 most meaningful global brands are technological
TOP 25 GLOBAL MEANINGFUL BRANDS
Which brands are gaining momentum in 2013?
Rising Stars New brands amongst the top 20 meaningful global brands in 2013, with notable growth in performance vs. 2011
Flourishing Brands Brands that continue to be placed amongst the top 20
in 2013 and who are growing significantly in
meaningful terms vs. 2011
Brands to watch Brands losing
momentum in some key markets, showing signs
of possible future decline
Global Rising Stars in 2013
Rising Stars
1.
2.
3. 4.
Rank ‘2013
7 56 %
11 39%
11
6
MB Index growth %
% people it Improves
lives
% people who really care
+ 9,7%
n/a
n/a
n/a
51%
55%
48% 53 %
44% 49%
% SALES ** change (2012-’11)
+ 16 %
+ 7,3 %
+ 11,7 %
n/a
(*) Note: Fiscal year ended March’12. Results strongly negatively affected by the japanese earthquake and Thailand floods (**) Annual Reports 2012
Flourishing brands in 2013
Flourishing Brands
7 + 5,4% 58% 61%
2
5 + 2,2%
+ 2,7%
68% 68%
68% 58%
3 + 3,9% 71% 66%
- 9,6 %*
+ 5,9 %
+ 21,9 %
10 + 4% 64% 55%
+ 3,4 %
+ 3,2 %
5. 6. 7. 8. 9.
(*) Note: Fiscal year ended March’12. Results strongly negatively affected by the japanese earthquake and Thailand floods (**) Annual Reports 2012
Rank ‘2013
MB Index growth %
% people it Improves
lives
% people who really care
Brands to watch Losing momentum in some markets
15
45 % - 2 % 42%
Rank ‘2013
MB Index change %
% people it Improves lives
% people who really care
22
- 1,3 % 59% 51 %
8 +0,7% 51% 52 %
! Unilever is not as meaningful to people as it was in 2011 (i.e. India, Spain, Mexico).
! Losing ground in meaningful terms vs P&G in some markets (Spain, Mexico)
! Apple is losing momentum in France, Spain, and slightly in the USA. The economic context together with the missing S. Jobs may contribute
! Samsung is becoming stronger
! While remaining strong (especially in France, Spain, Mexico and Brazil), it is losing momentum in some markets such as USA, Germany
! Nestlé, more meaningful in Germany, and in emerging markets such as Russia, Indonesia
In 2013, people’s quality of life and personal well-being becomes increasingly relevant
PERSONAL wellbeing
COLLECTIVE wellbeing
OUTPUTS
% Change Importance (2013 vs 2011) Rank importance 2013
Personal dethrones Collective in 2013 to make a meaningful difference
-2
-4
-2
-2
2
0
5
2
-3
1 -6
-2
APAC LATAM USA EUROPE
What makes brands meaningful varies across markets
! Globally, people demand brands to contribute meaningfully to their personal lives while enhancing the collective well-being.
! In emerging markets, contributing to their communities matter relatively more than in the rest
! India, China and Mexico to a degree, are increasingly expecting brands to enhance their personal wellbeing.
Note: 100 = global average
Relative importance amongst markets
Rel
ativ
e im
porta
nce
amon
gst m
arke
ts
What makes brands meaningful varies across industries
+ PERSONAL focus Ranking Importance + COLLECTIVE focus
FRANCE
RANK BRAND
1 DECATHLON
2 DANONE
3 CRISTALINE
4 SAMSUNG
5 GOOGLE
6 LU
7 EVIAN
8 LEROY MERLIN
9 NESTLE
10 PRESIDENT
RANK BRAND
11 EDF
12 SONY
13 AMAZON*
14 FNAC
15 LEBONCOIN*
16 VOLVIC
17 OASIS
18 ORANGINA
19 CASTORAMA
20 COEUR DE LION
* Marques étudiées dans le terrain de l’été 2012
TOP 20 2013
France 2013
Rising Stars Flourishing Brands
Brands to watch
NETHERLANDS
TOP 20 2013
RANK BRAND
1 HEMA
2 ALBERT HEIJN
3 GAMMA
4 HONIG
5 PHILIPS
6 DOUWE EGBERTS
7 JUMBO SUPERMARKTEN
8 KARWEI
9 HEINZ
10 KLM
RANK BRAND
11 RABOBANK
12 H&M
13 DANONE
14 WE
15 HUNKEMOLLER
16 NL SPOORWEGEN
17 TRANSAVIA
18 ING DIRECT
19 APPLE
20 KPN
GERMANY
36
RANK BRAND
1 DROGUERY MARKET
2 NIVEA
3 LEGO
4 VOLKSWAGEN
5 IKEA
6 BAHLSEN
7 DOVE
8 LINDT
9 OBI
10 PLAYMOBIL
RANK BRAND
11 CHIQUITA
12 DE BEUKELAER
13 NESTLE
14 DANONE
15 L’OREAL
16 DOUGLAS
17 MATTEL
18 SPARKASSE
19 SKODA
20 VOLKSBANKEN
TOP 20 2013
HOW TO GET THERE ?
Brands follow different routes to meaningfulness
Holistic PERSONAL Well-being
COLLECTIVE Well-being
RATIONAL path to meaningfulnes
EMOTIVE path to meaningfulnes
Rising stars have focused on personal well-being enhancement, choosing the emotive path to meaningfulness
39
Holistic
Top Rising stars Top Flourishing
PERSONAL Well-being
COLLECTIVE Well-being
RATIONAL path to meaningfulnes
EMOTIVE path to meaningfulnes
Meaningful Brands create Meaningful Connections
Rich, relevant, and shared interactions between brands and people which ignite
action, conversations, and drive business success.
Meaningful Connections
Peoples expectations
Performance gaps
Brand archetype role
Touchpoints, content, formats
Realizing wellbeing
1. Fuel data , human & ROI driven insights
2. Provide personal & collective value
3. Share a brand story
4. Connect experiences across all platforms
5. Ignite conversation & action
Meaningful archetypes that connect with people minds, hearts and values
The Truth-Teller The Truth-Teller gives people better information. Using better information, people can make better, more informed, more sophisticated consumption and investment choices, that will make a positive difference in their lives.
The Coach The Coach helps people achieve higher levels of performance in terms of human, physical, social, or organizational capabilities. It makes a difference by helping train, drill, and motivate them to achieve better human potential.
The Guardian The Guardian protects people from the many kinds of harm, whether physical, mental, emotional, or social. It offers people meaningfully better lives by safeguarding them against negative impacts and effects.
“coach” making every interaction count
Empowering & mobilizing people to achieve their full potential
A better “you” A better “us” A better “world”
Bring the love back