Download - Shifting to the future thru ideals
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Shifting to the future
Using brand ideals to fuel future business growth
Raj SamuelInnovations Director - AMV/BBDO London@Samosaone
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Two questions
• Have you seen any fundamental shifts in how marketers are looking at the future challenge?
• Any new and valuable ways in which consumer behaviour is being assessed or tracked?
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In a nutshell…
How can we be more valuable to consumers to ensure we future-proof
the business?
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A very popular topic & direction
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• Have you seen any fundamental shifts in how marketers are looking at the future challenge?
• Any new and valuable ways in which consumer behaviour is being assessed or tracked?
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Current context…
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Brands have been following the human trajectory
Physio Security Social Esteem Meaning
Brands
• Consumers will continue to evolve….towards more meaning• Companies will need to follow suit to be more competitive
and profitable• The trend is just overlayed by the sudden stress of the
economic climate
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The tremendous growth in social technologies has brought people together at an unprecedented rate
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confiden
An uneasy climate and limited faith in business is accelerating response & action
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Social facilitation galvanising audiences
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There’s been a massive erosion of…
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Measuring market cap
1984
100%Tangible assets
2010
40-50%Tangible assets
Intangible assets Brand – the
potential for capturing hearts & trust as well as future growth lies here
Grow – Jim Stengel / S&P 500
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Trust is so key, but it’s in decline
Edelman Trust Barometer 2011-12
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And our category needs to work harder
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72% of people want businesses to be more socially responsible
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Trust in CEOs has fallen dramatically
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Trust protects reputation
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A common denominator in growth
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The fastest growing brands of the last 10 years were all ‘ideal-driven’ brands
• Brands that followed a higher order purpose
• Purpose which was a central driver of all its strategies
• One which aimed to improve lives in some way
• Made a contribution to society
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‘Ideal-driven’ brands
Making the planet smarter Driving the human spirit
Uplifting mind & body Delivering happiness
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The Top 50 had greater growth than the S&P 500
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CSR/ideals – good for business
“We find evidence that in earlier periods, CSR [corporate social responsibility] strategies were perceived as value-destructing
and thus, had a negative impact on investment recommendations…
….whereas for later periods, CSR strengths are perceived as value-creating, reversing the earlier negative into a positive
impact on recommendations: analysts are more likely to recommend a stock ‘buy’ for CSR-strong firms in later years.”
Ideals inject brands with the meaning that consumers seek.
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Becoming a more meaningful brand
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To be ‘competitive’ in the new economy, brands need to become meaningful
• Creating ‘wealth’• Work towards a ‘betterness’ philosophy• Relooking at competition• Relooking at shareholders• Engendering trust
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Wealth and betterness
No harm done Impact on society
Profits = Yawn
Profits = wealth / betterness
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How we look at…counterorganisations
Competitors
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How we look at…counterorganisations
Competitors, markets, networks, communities, activists, labor organisations, Anonymous,
hacktivists, lobbyists, interest groups
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How we look at…
Shareholders
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Redefining…
Societal Shareholders
Financial Shareholders
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The ‘new’ companies have it in their DNA…
…attracting the new generation of customers & employees
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Methods towards meaningfulness
• Eliciting happiness• Enabling connection & community• Inspiring exploration• Evoking pride• Impacting society• Reaching for a cause
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Eliciting happiness
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Enabling connection & community
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Inspiring exploration
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Evoking pride
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Impacting society
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Reaching for a cause
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Ideals / purpose / trust
Edelman Trust Barometer
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The Transformation of Trust
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Old marketing New marketing
Differentiation Impact
Look, promise, benefits
Amplify human potential
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• Have you seen any fundamental shifts in how marketers are looking at the future challenge?
• Any new and valuable ways in which consumer behaviour is being assessed or tracked?
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Measuring
• If the world has gone social, social measurement is a vital necessity
• 1 in 5 tweets are about brands, how do we ensure positive conversation around our brands?
• Social chatter is the permanent, live focus group• Are people talking about us? And in what context?
How can this lead to continuing advocacy?
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Social measuring
• Contextual analysis:
– Identify the common ethical levers, ideals - Environment, ethical standpoints, society, value.
– – What’s the volume of chatter around our brands
and the ethical levers? How many times is this brand referred to in regards to this lever?
– And then look at engagement… drilling down into the noise, looking at sentiment, reach, potential advocacy etc
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Thank you