millward brown saudi arabia - the meaningful brand

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TAKE YOUR BRAND FROM GOOD TO GREAT Discover how to create a brand that makes more money

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Page 1: Millward Brown Saudi Arabia - The Meaningful Brand

TAKE YOUR BRAND FROM GOOD TO GREAT

Discover how to create a brand that makes more money

Page 2: Millward Brown Saudi Arabia - The Meaningful Brand

Meaningfully different brands,

properly amplified, create sustainable

financial value growth.

Page 3: Millward Brown Saudi Arabia - The Meaningful Brand

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Empower and enthuse

Page 4: Millward Brown Saudi Arabia - The Meaningful Brand

Three basic types of mental association

4

BRAND

EMOTION EXPERIENCE KNOWLEDGE EMOTION EXPERIENCE KNOWLEDGE

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People need to find a difference in order to make a decision

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Lead and differentiate

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What brands come to mind when you think of Ramadan?

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Needs-based

Page 9: Millward Brown Saudi Arabia - The Meaningful Brand

ALBAIK: a meaningful, different and salient brand here in Jeddah

Source: YouTube comments 9

i am 17 years old and i work in al-baik as a summer job, i know that some of you might not believe me, but i'm really damn proud to work in a place like this oh, i miss albaik, it was one of the best fried chicken i ever had and their sauce is magic. hhmmm i am crying that why i am not in jeddah... I wanna see the crowd n eat al baik chicken, fries etc... :( soooo nice !!!! :) it should be open in all over saudi arabia not only in jeddah!!!

Page 10: Millward Brown Saudi Arabia - The Meaningful Brand

Measuring meaning, difference and salience

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People are more predisposed to buy brands they find meaningful, different and salient

11

P r e d i s p o s e d c u s t o m e r s a r e a l s o m o r e l i k e l y t o p a y a p r i c e p r e m i u m

Meaningful

Salient

Different £ € $

¥ Brand Associations

In-market Facilitators

Brand Predisposition

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Meaningful, different and salient brands…

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Each of these topline metrics is created from measures of how meaningful, different and salient brands are.

… Have the POWER to capture significantly MORE VOLUME

POWER

… Can command a price PREMIUM PREMIUM

… Have much greater POTENTIAL to gain value share in the future

POTENTIAL

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Average Brand

BrandZ Top 100 Most Valuable

Brands

Power 11

Salient 127

Different 124

Meaningful 116

Salient 100

Different 100

Meaningful 100 Power

6

Financially valuable brands are more meaningful, different and salient

The Most Valuable brands have a Power Score +71% versus the average

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Meaningfully different brands produce better returns

14

Low Potential

High Potential10%11%12%13%14%15%16%

Low PowerHigh Power

Average operating profit reported as a percent of revenues

Source: BrandZ and annual company reports for 49 companies

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The four factors that define a meaningfully different brand

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Page 16: Millward Brown Saudi Arabia - The Meaningful Brand

Purpose: the difference the brand intends to make in people’s lives

Brands that have a clear sense of purpose empower staff and inspire consumers

Helping people find the information they need

Help humanity by making information universally accessible and useful

Inspiring happiness

Refreshing the world with a celebration of positive emotion

Empowering individual self-expression

Enabling self-expression with easy to use technology

Enabling everyone to have a

healthy life

Sells and rents a wide range of goods from water filters to mattresses

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How can a new brand transform an established product category like yogurt? Deliver on taste.

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click here to listen to Chobani Founder’s Story

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Delivery: Chobani’s taste and texture transformed the entire U.S. yogurt category and created a US$1.5 billion brand

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Greek yogurt now accounts for 60% of the U.S. yogurt market up from a few percent in 2005.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

2007 2008 2009 2010 2011 2012

Between 2007 and 2012 the yogurt category grew by 30%

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Until 2011 Chobani did not invest in traditional advertising but relied on the power of WOM to promote the brand

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Over an 8 week period Chobani attracts more likes and comments per post than competitors

Average feedback on category posts per 100,000 fans

3521

845

2471

52

258

27

103

33

LIKES PER POST COMMENTS PER POST

CHOBANI YOPLAIT DANNON ACTIVIA CHOBANI YOPLAIT DANNON ACTIVIA

Page 20: Millward Brown Saudi Arabia - The Meaningful Brand

World revolves around you

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Resonance: UK mobile services provider O2 put consumer needs first in order to grow market share

1. Whole business uniting behind shared brand KPIs ahead of short-term sales KPIs.

2. Leveraging every consumer touch point

3. Continual evolution of the offer and communications

2002 2008

MARKET SHARE

O2

Vodafone

Orange

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Difference: Blue Moon detergent engages people in-store to engage consumers with a different experience

“The girl does not only tell it has good fragrance, but also teaches me how to smell it properly – should not directly smell from the bottle, but wave the hands back & forth to air the fragrance out, as to smell the perfume”

Salient

Different

Meaningful

Power 6

125

80 90 2009

156 132

156

17

Meaningful

Different

Salient Power 2013

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The four factors combine to create a meaningfully different experience

22 22

DEFINE

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The five facets of effective brand amplification

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Page 24: Millward Brown Saudi Arabia - The Meaningful Brand

Findability: Tropicana’s new packaging was not recognized and revenues declined by $30 million

Make your brand is where and when people need it and easily recognized

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Credibility: Häagen-Dazs in China builds credibility through product, site location and wedding cakes

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Build credibility through innovation and association with people, places and events

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Vitality: Coca-Cola’s “Open Happiness” campaign resonates with people all over the world

Keep your brand resonant, salient and part of contemporary culture

Click TV to view ad

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Vitality: break the mould and create something engaging & new within your product category

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Make sure your advertising originates from what makes your brand meaningfully different

0

1

2

3

4

5

6

Low Medium High

Ad effectiveness increases with difference

AwarenessIndex

Ads that are perceived as different make your media money work 25% harder BUT what makes the ad different must fit with the brand Ads that are perceived as different and fit with perceptions of the brand work 75% harder

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Affordability: Levi’s made their brand accessible to thousands of new consumers with a payment plan

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Improve affordability – real or perceived – do not lower margins

0

10

20

30

40

50

60

70

2007 2008 2009 2010

Bought Last

Meaningful

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Extendability: since 1955 Dove has grown successfully across categories and countries

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Leverage a strong brand by launching into new categories and countries

Dove grew from global sales of about €300M in 1990 to becoming Unilever’s first €3B brand in 2011.

Bar soap 1

Dish soap

Body wash

1955 1965 1995 1998 1991 1997 2010 2007

Deodorant

Hair care

Anti-aging range

Men’s care products

2002

Global expansion:

launched to 55 countries

between 1991-1994.

Body lotion

1999

Facial cleansers

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To grow a brand’s meaningful difference must be amplified effectively and efficiently

DEFINE AMPLIFY GROW

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Meaningfully different brands,

properly amplified, create sustainable

financial value growth.

Page 32: Millward Brown Saudi Arabia - The Meaningful Brand

Any questions? Please get in touch with Nigel Hollis [email protected]