firefly millward brown – how can your brand create meaningful impact in the new egypt
TRANSCRIPT
MEANINGFULLY DIFFERENT
capture more volume share,create loyalty,
command premiums & grow their value market share.
Meets
Needs
Affinity
Unique
Dynamic
SALIENT
MEANINGFUL DIFFERENT
Awareness Intensity
Brand
Equity
SALIENT
“When you think about it, the difference between people living in
the beautiful vision of future Egypt and the messed up side of
future Egypt, is what those have that the others don’t have. Yes,
education, opportunity and all those things are important and
those are mainly the responsibility of the government. But *of
course* brands have a role to play, so that the gap between
‘haves’ and have nots’ is not so dramatic.”
– Young nester, AB, Female, Cairo
“Samsung is a brand for the future. It shows good values and
respect. It is one of the best brands that touched the lives of
people in Egypt. It did not discriminate between rich and poor.
Actually, it is one of the few brands that speaks to the rich and the
poor, never losing its charm. It made the dream (smartphone)
possible for everyone.” – Young adults, C1, Delta, M
Honesty, trust, authenticity, transparency, integrity
Unity, family, community, tolerance, peace, love
Success, leadership, respect, achievement
Charity, kindness, contribution, selflessness
Knowledge, intelligence, intellect, education
Justice, equality, fairness, opportunity
Progress, technology, innovation, (self) development, professionalism
Independence*, self-reliance, self-assertion, entrepreneurship
Moderation, discipline, self control
Belief, optimism, faith, hope, happiness
we identified core values which also represent frustrated needs for
themselves & society
MORE THAN WORDS
“A successful (brand) benefits only itself. But the ‘impactful’
and the really ‘meaningful’ is the one that gives more than the
consumerist space. People in return give it more than their
money. People give respect and desire – because each and every one of us wants to do something truly meaningful.” – M, Mature
Nester, C2, Cairo
و لكن المؤثر. الفالح فالح لنفسه"
إلي عنده معنى بجد هو إلي بيدي
الناس حاجة أكتر من المنتج بتاعه
ا فالناس بتديله أكتر من فلوسه...
عوزاه الناس بتحترمه و بتبقى ...
عشان كل واحد فينا
“. عوز يعمل حاجة ليها معنى- M, Mature Nester, C2, Cairo
PURPOSE is
more precious than
PURPOSE is the difference the brand intends to make in
people’s lives
Better quality
sleep(Empower)
Accelerates
discoveries &
possibilities
Immediate
satisfaction of
curiosity
(empower
human stories)
Inspires
happiness
‘TRIVIAL’ / LACKS
PURPOSE
HAS PURPOSE /
MEANINGFUL
SALIENTLESS VISIBLE
DIFFERENT / ALTERNATIVE / NICHE
ADMIRABLE / SUCCESSFUL /
MEANINGFUL IMPACT
LOUSY / LAZY / USELESS
SELFISH / NOISY / INTRUSIVE
PURPOSE: AN ESSENTIAL DIFFERENTIATING FACTOR FOR EGYPTIAN CONSUMERS NOW & IN THE FUTURE
A WINNING IDEA …
Is personally resonant/meaningful
Can be summed up in a single sentence...
Can work across borders, time and channels
Stretches the brand without breaking it
Is provocative and generates discussion...
Is disruptive
WHY ARE CAMPAIGN IDEAS IMPORTANT?
A strong campaign idea will allow multiple executions to be
developed within it, and allow content to be developed across
many channels making it easier for a brand to establish a
coherent and distinct positioning.
The marketplace is increasingly fragmented and it takes an
incredible idea just to break through the clutter and capture
the consumer’s heart and mind.
There are an abundance of products that perform well but
fewer and fewer compelling reasons to choose between them.