brandshare japan 2014

brandshareTM 2014 © Daniel J. Edelman, Inc .

HOW BRANDS & PEOPLE CREATEA VALUE EXCHANGE

2


9 OUT OF 10 CONSUMERS GLOBALLY WANT A MORE MEANINGFUL RELATIONSHIP WITH BRANDS

3


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


*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


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


AND EVALUATED HOW THEY COMBINE TO DELIVER BUSINESS OUTCOMES

7

Purchase

Recommend

Defend

1

2

3

Share Personal Information

Share Brand Content

4

5


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


LITTLE VALUE FOR THE CONSUMER

9


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?


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%


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%


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]}


%17Think brands deliver

11%

Want more meaningful relationships with brands

%87 94%

14


HOW DO WE NEED TO INTERACT:

PEOPLE WANT BRANDS TO BE

15


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


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


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


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







PEOPLE SAY IT

IS IMPORTANT

19


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.







THOUGH SOME ARE CATCHING ON OVERSEAS

20


0

5

10

10 17 24

Gives many ways to ask questions and give opinions Respond quickly to

people’s concerns and complaints





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


Rational+ Emotional

22


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


SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY

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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

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RATIONAL

EMOTIONAL

SOCIETAL


+

+

PURCHASE + 8%

DEFEND +10%

RECOMMEND +12%

SHARE PERSONAL INFO +11%

SHARE BRAND CONTENT +12%

+ 6%

+11%

+13%

+10%

+12%

WHAT NEXT?

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WHY?

27

Responsiveness

Participation

Purpose-driven


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

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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

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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


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MOVING FROM A TRANSACTION-BASED VALUE EQUATION …


CONSUMER ACTIONS

CONSUMER NEEDS

RECOMMEND

DEFEND

PURCHASE

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BRANDSHAREBEHAVIOURS

RATIONAL

EMOTIONAL

SHARE PERSONAL

INFO

SHARE BRAND

CONTENTSOCIETAL

TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL


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brandshare japan 2014

Business