WELCOME TO

brands could disappear, people will not care

Todays 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

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

27% agreesI 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

20% agreesI 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

FIRST GLOBAL FRAMEWORK TO CONNECT BRANDS WITH HUMAN WELL-BEING

MEASURES THE QUALITY OF BENEFITS BRANDS BRING TO PEOPLES LIVES AND THE RETURN IN BUSINESS TERMS

+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

Lets Discover !Unique & Solid Research

13 dimensions

+ 60criteria

Meaningful

Brands

Attachment Quality of life

Perfomance Brand Equity

Better understand your Brand with Meaningful Brands Study

Empower the Connection Plans

BRANDS STATUS & ASSETS CONNECT

Solutions

Symptom

Diagnostic

Purpose

Meaning

Brand Analysis

Meaningful

Experiences

Improve me , us , the worldGuide and transform myself

Engage me Stage memorable experiences

Provide meDeliver

Different Pathways with a common pattern

IS YOUR BRAND MEANINGFUL ?BRAND STATUS

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

HIGHER ATTACHMENT SCORE

If top 25% ranked brands disappear, 57% people wouldnt care

Attachment score

57%

67%

77%

Top 75% brands

Top 50% brands

Top 25% brands

Top 10 attachment score

1.Colruyt

2.Google

3.Aldi

4.NMBS-SNCB

5.Cte d'Or

6.MIVB - De Lijn

7.Microsoft

8.Coca-Cola

9.Lidl

10.Nivea

BETTER QUALITY OF LIFE SCORE

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%

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

Understanding brands assets

Marketplace

Personal Wellbeing

Collective Wellbeing

Brand Equity

Purchase Intention

Brand Advocacy

Overall Impression

MarketplaceGoing beyond the product

Good quality

Wide range

Creates innovative products & services

Delivers what it promises

Listens to customers

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

Collective wellbeingThe role they play in society

Treats employees fairly

Supports charities

Benefit the economy

Transparent and honest

Sustainable

Brand Equity

Overall Impression

Could you rate your global perception of the brand ?

Brand Equity

Advocacy

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

Brand EquityPurchase / RepurchaseIntent

How likely are you to purchase a product or service from the following brands?

Personal

wellbeing

Meaningful Brand Index

Marketplace Collective

wellbeing

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

Top 10 Meaningful Brands

1.Colruyt

2.Aldi

3.Cte 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

FROM MAPPING TO CONNECTION PLANS BRAND ASSETS

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

Discover best brand assets

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

at each stage of the Customer Decision Journey

Purchase

intent

Repurchase

intent

Advocacy

Overall

Impression

Familiarity

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

CONCLUSION

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

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