Transcript
Page 1: Havas media meaningful brands

WELCOME TO

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brands could disappear, people will not care

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Today’s consumer paradigm

Real human prosperity is continuing to fall

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

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Companies and brandsshould play a role in

improving our

quality of life and

wellbeing

Expectations are high but perception is rude for brands

Companies and brands are

working hard at improving

our quality of life and

wellbeing

30% agrees

61% agrees

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27% agrees

I believe change will come from

companies and brands, not

from governments and

institutions

A global lack of trust : do it yourself

I believe change will come

from people, not from

companies and brands

59% agrees

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20% agrees

I regularly seek out information

about the behavior of

companies and brands

Consumers are watching you !

I often buy from companies with a

reputation for having another

purpose than just for profit

30% agrees

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FIRST GLOBAL FRAMEWORK TO CONNECT BRANDS WITH HUMAN WELL-BEING

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MEASURES THE QUALITY OF BENEFITS BRANDS BRING TO PEOPLE’S LIVES AND THE RETURN IN BUSINESS TERMS

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+350,000citizens

34markets

12sectors

Ongoing

6+ years

+ 1,000

brands 2015

A proprietary metric of brand strength

Worldwide Survey

+7,700citizens

12 sectors2015

+ 70 brands

Let’s Discover !Unique & Solid Research

13 dimensions

+ 60criteria

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Meaningful

Brands

Attachment Quality of life

Perfomance Brand Equity

Better understand your Brand with Meaningful Brands Study

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Empower the Connection Plans

BRANDS STATUS & ASSETS CONNECT

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Solutions

Symptom

Diagnostic

Purpose

Meaning

Brand Analysis

Meaningful

Experiences

Improve “me” , “us” , the worldGuide and transform myself

Engage “me” Stage memorable experiences

Provide “me”Deliver

Different Pathways… with a common pattern

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IS YOUR BRAND MEANINGFUL ?BRAND STATUS

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“Take of Pulse”

To what extent people would care

if the brand disappeared

Attachment Quality of life

To what extent brands contribute to

improve their quality of life

Struggle with brand switchers and P.L.

Bring something different, give experience

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HIGHER ATTACHMENT SCORE

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If top 25% ranked brands disappear, 57% people wouldn’t care

Attachment score

57%

67%

77%

Top 75% brands

Top 50% brands

Top 25% brands

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Top 10 attachment score

1.Colruyt

2.Google

3.Aldi

4.NMBS-SNCB

5.Côte d'Or

6.MIVB - De Lijn

7.Microsoft

8.Coca-Cola

9.Lidl

10.Nivea

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BETTER QUALITY OF LIFE SCORE

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2%

14%

34%

21%

17%

36%

0%

10%

20%

30%

40%

50%

Entertainment Energy &Utilities

Transport Food ConsumerGoods

Retail

Average Index variation

Each sector brings experience at an unequal level

Average all

brands 32%

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Top 10 quality life score

1.Google

2.Colruyt

3.Samsung Electronics

4.Microsoft

5.Aldi

6.Nivea

7.NMBS-SNCB

8.Telenet

9.MIVB - De Lijn

10.Delhaize

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Understanding brands assets

Marketplace

Personal Wellbeing

Collective Wellbeing

Brand Equity

Purchase Intention

Brand Advocacy

Overall Impression

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MarketplaceGoing beyond the product

“Good quality”

“Wide range”

“Creates innovative products & services”

“Delivers what it promises”

“Listens to

customers”

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Personal wellbeingExploring how brands tangibly improve peoples lives

“Stay

healthy”“Save

money”“Makes life

easier”

“Encourage learns new

things”

“Connect & share

experiences” “Feel happy”

“Be more environmentally

friendly”

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Collective wellbeingThe role they play in society

“Treats employees fairly”

“Supports charities”

“Benefit the economy”

“Transparent and honest”

“Sustainable”

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Brand Equity

Overall Impression

“Could you rate your global perception of the brand ?”

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Brand Equity

Advocacy

“Would you mind to recommend this brand to friend & family ?”

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Brand EquityPurchase / RepurchaseIntent

“How likely are you to purchase a product

or service from the following brands?”

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Personal

wellbeing

Meaningful Brand Index

Marketplace Collective

wellbeing

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Belgium 2015

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79

AT

TA

CH

ME

NT

% p

eo

ple

wh

o w

ou

ld c

are

if

the

bra

nd

dis

ap

pe

are

d (

5+

6+

7 in

a s

ca

le 1

-7)

Meaningful Brands Index 2015

BELGIUM

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Top 10 Meaningful Brands

1.Colruyt

2.Aldi

3.Côte d'Or

4.Nivea

5. IKEA

6.Samsung Electronics

7.Danone

8.Lidl

9.Sucre de Tirlemont

10.Google

75,29

70,90

69,57

69,45

68,75

68,53

68,03

67,95

67,92

67,41

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FROM MAPPING TO CONNECTION PLANS BRAND ASSETS

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Zoom on Retail

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

55%

60%

65%

70%

45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79

AT

TA

CH

ME

NT

% p

eo

ple

wh

o w

ou

ld c

are

if

the

bra

nd

dis

ap

pe

are

d (

5+

6+

7 in

a s

ca

le 1

-7)

Meaningful Brands Index 2015

Retailers

average BE

Retailers

average WW

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Discover best brand assets…

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Discover best brand assets…

The Brand Matrix allow us to identify brand opportunities

+ Range of products

+ Life easier

+ Save time

- Closer to people

- Benefits to the Economy

- Reducing packages

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… at each stage of the Customer Decision Journey

Purchase

intent

Repurchase

intent

Advocacy

Overall

Impression

Familiarity

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47% 43%

13%

78%

36%

96%

76%

26%

85%

70%

FAMILIARITY OVERALL IMPRESSION PURCHASE REPURCHASE ADVOCACY

Amazon Colruyt Retail

Define key drivers to activate

Consumer sharing

Consumer deciding

Consumer evaluating

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CONCLUSION

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Meaningful Connections are based on a new organic combination: owned, shared, earned, paid

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Meaningful Connections are DATA DRIVEN & CONTENT POWERED

End to end measurement Responsive communications Across customers and prospects

More personalisedBrand led experiences More meaningful

DATA

CONTENT

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