2017

Our results show year on year

how Meaningful Brands are

rewarded in business and

marketing terms.

Inspires Meaningful Connections

through identifying the links between

brands and people’s lives which

generates business results.

Meaningful Brands is

part of our Organic

Marketing Approach.

It delivers data driven

insights to fuel content

that people care about.

Our Purpose with

Meaningful Brands

Inspire Meaningful Connections

Which Generate Business Results

Between People & Brands

+375,000 citizens

33 markets

15 industries

+1,500 brands

Ongoing +8 years

Worldwide

Study

2017

Meaningful Brands is a

PROPRIETARY METRIC of

brand strength

It is the FIRST GLOBAL

FRAMEWORK to connect

brands with human well-being

It measures the quality of

benefits brands bring to

people’s lives and the

RETURNS IN BUSINESS TERMS

Brand FrameworkOur unique

+7,000 citizens

11 industries

88 brands

2nd edition

1

2

3

Survey FrameworkMethodology

Representative sample of

country population > 18 y.o.

200 to 400 respondents per brand

100% familiarity with the brand

Minimum 50% of brand consumers/purchasers

74%

PEOPLE WOULD NOT

CARE IF

DISAPPEARED

OF BRANDS

66%

27%LESS THAN

NOTABLY

IMPROVE OUR

QUALITY OF LIFE

OF BRANDS

26%

Brand Trust is WEAK

NORTH

AMERICA

33%

LATAM

79%

WEST

EUROPE

32%

CENTRAL &

EAST

EUROPE

45%

SOUTH

EAST ASIA

81%

EAST ASIA

&

AUSTRALIA

25%

57%of brands are trusted

globally

32%

Why does Meaningfulness

matter?

Should companies and brands

play a role in improving our

quality of life and wellbeing?

Growing

expectations

61% 70%

number of people want brands to be meaningful…Increasing

2015 2017

69% 75%

Are companies and brands

working hard at improving our

quality of life and wellbeing?

Weak

performance

39%30%

40%30%

… But few brands are delivering yet

% attachment

MBI

0%

10%

20%

30%

40%

50%

60%

70%

80%

50 55 60 65 70 75 80

Brand love is just a starting point

Understanding what matters

Go beyond the product,

exploring how brands

tangibly improve peoples’

lives and the role they

play in society

Defining meaningful

MB INDEX = Brand Performance + Brand KPIs

Collective benefits

GOV/ETHICS

ENVIRONMENT

COMMUNITY WORKPLACE

ECONOMYFunctional benefits

FUNCTIONAL

Personal benefits

PHYSICAL

ORGANISATIONAL

FINANCIAL

INTELLECTUAL

SOCIAL

EMOTIONAL

NATURAL

What makes brands meaningful?

Importance weights Indexed per pillar

Good quality prods

Delivers

Useful prods

Safe & responsible prods

Category leader

110

106

104

103

102

Me happier

Life easier

Peace of mind

Show-off

Life satisfaction

125

124

123

122

117

Transparent & honest

Ethical

Diversity

Benefits the economy

Jobs

117

117

111

108

107

PERSONALBENEFITS

29% 28%COLLECTIVEBENEFITS

43%FUNCTIONAL BENEFITS

What makes brands meaningful?

Importance weights Indexed per pillar

PERSONALBENEFITS

29%

Life easier

Me happy

Peace of mind

Show-off

Life satisfaction

118

116

116

115

112

28%COLLECTIVEBENEFITS

Transparent & honest

Diversity

Benefits the economy

Good workplace

Ethical

113

112

109

108

108

Good quality prods

Safe & responsible prods

Delivers

Useful prods

Fair prices

108

102

102

102

101

43%FUNCTIONAL BENEFITS

1

2DIFFERENTIATION LEVERExcel in personal benefits

MUST HAVEProvide a great product

…and collective ones

(to a lesser extent)

Meaningful brands over-perform on personal benefits

100%over-perform on

FUNCTIONAL

BENEFITS

83%over-perform on

PERSONAL

BENEFITS

63%over-perform on

COLLECTIVE

BENEFITS

3

That’s why tech and digital players rule

MBI Index

‘151 74,1 2 72,2 3 71,5 4 71,0MBI Index

‘155 69,8 6 69,6 7 69,3 8 69,3 9 69,2 10 69,2

MBI Index

‘1511 68,7 68,6 13 68,6 14 68,4MBI Index

‘1515 68,6 16 68,4 17 67,8 18 67,6

MBI Index

‘15

19 67,5 20 67,4

21 67,3 22 67,3 23 67,3 24 67,1MBI Index

‘1525 67,1 26 67,0 27 67,0 28 67,0 29 66,9 30 66,9

2017

A Global Brand is a brand assessed in at least 3 markets and 2 regions in MB17, and available worldwide.

12

More functional

Morecollective

& personal

HigherMeaningfulness

Emerging

Gratefulmarkets

Grateful but

“colder”

Mature,

Pragmatic& Brand Agnostic

LowerMeaningfulness

India

Spain

Den

Ger

NTL

Swed

UK

Can

Aus

Est

Fr

US

Latvia

Russia

Lith

Japan

Pt

China

Indon

ZA

Singa

Col

Peru

Chile

It

Pol

Brz

Mex

Arg

HKIre

Hun

What brings meaning

differs by country

NORTH AMERICA

ENTERTAINMENT

TRAVEL TOURISM

FOOD

WEST. EUROPE

RETAIL

TRAVEL TOURISM

FOOD

E.ASIA & AUSTRALIA

FOOD

INTERNET & MEDIA

TRAVEL TOURISM

SOUTH EAST ASIA

TRANSPORT

AUTOMOTIVE

INTERNET & MEDIA

EAST. EUROPE

ENERGY & UTILITIES

AUTOMOTIVE

RETAIL

Most Meaningful Industries Top 3 per region

The Belgian TOP 30

MBI Index

‘151 75,0 2 72,6 3 71,3 4 71,2MBI Index

‘155 71,2 6 70,5 7 69,6 8 69,6 9 68,7 10 68,4

MBI Index

‘1511 68,1 67,3 13 66,4 14 66,3MBI Index

‘1515 66,3 16 66,2 17 66,1 18 66,0

MBI Index

‘15

19 65,9 20 65,9

21 65,8 22 65,7 23 65,6 24 65,4MBI Index

‘1525 65,4 26 65,3 27 65,3 28 64,5 29 64,5 30 64,2

2017

12

RETAIL

INTERNET & MEDIA

CONSUMER GOODS

Retail is the most meaningful industryin Belgium

4 5

1

% attachment

MBI

Albert Heijn

Aldi

Amazon

AS Adventure

Bol.com

C&A Carrefour

Colruyt

Décathlon

Delhaize

IKEA

JBC

Lidl

Media Markt

Vanden Borre

AVG retail

AVG hyper|supermarket

AVG fashion & sports

0%

10%

20%

30%

40%

50%

60%

60 62 64 66 68 70 72 74 76

Bol.com is challenging the traditional retail market

How to inspire more meaningful

connections?

Socialexperiences

Solutions Entertainment Stories Events

84% Expect Brands to provide ContentOf Consumers

71%Correlation between

performance on Personal Benefits

and the Content Effectiveness*

*CONTENT EFFECTIVENESS IS defined by crossing the strength of association of a brand

to content types and the performance of the content performed by the brand

Great Content drivesPersonal Well-being

Association

Is this content associated

with my brand?

Performance How is my brand

executing this content?

ExpectationWould people like my

brand to offer this specific

content?

3 dimensions:

For each Brand and type of Content, we assess

A unique Content Insights framework

CONTENT EFFECTIVENESS INDEX

Meaningful Brands

In a few words…

brands are

dispensable

they have to react to

matter to consumers

Wake up calls for brands they expect a purpose

beyond product

but brands are not

delivering yet, especially

on personal benefits

People have high expectations

thanks to the difference

they make on both

functional and personal benefits

Digital brands take the lead

meaningfulness

drives higher

KPIs for the

brands

Return on meaning

to provide consumers

with meaningful content!

Great content drives meaning,

especially when it comes to

personal benefits

Opportunity for brands to close

the gap on personal benefits!

People are asking for content

Many opportunities are missed by brands

Appendix

Personal CollectiveFunctional

Good Quality Prods

Safe & Resp. Products

Range

Useful Products

Innovative Prod.

Fair Prices

Labelling

Delivers

Category Leader

Listen& respect

Company Interactions

Timeless Prods

Beautiful & Pleasant

Exclusive Experience

Craftsmanship Prods

EmployeesGood WorkplaceFair Pay Suppliers

Benefits the EconomyJobsInvests

Sustainable SourcingEnergyRecyclingEnv. committed

DiversityEthicalTransparentSustainability LeaderGuarantee of originPrice transparency

HealthyMy BestFitter

Life EasierGood habitsSave time

SavingsCash-flowsFinancial Gains

SkillsNew Ideas

BelongingConnectingCloser to people

Me HappierLife SatisfactionSelf-esteemPeace of MindShow offPrivileged

EnablerSense of Purpose

CharitiesLocal SuppliersCommunity DevelopmentSocially CommittedArts & Culture

GOV/ETHICS

ENVIRONMENT

COMMUNITY

WORKPLACE

ECONOMY

ORGANISATIONAL

FINANCIAL

INTELLECTUAL

SOCIAL

EMOTIONAL

NATURAL

PHYSICAL

Definition MB Attributes

Definition Actions framework Core Content

Category-specific Content

Videogames

F2F Games

Spectator Events

Sport Events

Livestream Events

Physical Activities

Parties

Home Events

Fundraising Events

VIP Experiences

Celebrities Collab.

Web Series

Short Movies

Documentaries

Trade Fairs

Virtual Experiences

Driving Tests

Celebrities Interview

Catwalk

Red Carpet Events

Craftsmanship Events

Educational Platforms

Masterclasses

Educational Material

Expert Advices

Test Driving

Nutrition Advices

Beauty Consultancy

Health Advices

Personal Content

Educational Material

Trade Fairs

Own Publications

In-Store Events

Infographics

Beverage Compo.

Tastings

Guided Visits

Food Composition

Craftsmanship Events

Feature Demos

Device Demos

Peer reviews

Customer Support

Lifestyle Apps

Monitoring Apps

Online Purchasing

Nutrition Advices

Personal Shopper

Free Wi-Fi

Ratings

Health Advices

Medical Units

Discounts

Contests

Special Sales

Co-Creation

Social Media Sharing

Peer reviews

Customized Products

Celebrities Collab.

Web Series

Short Movies

Documentaries

Lifestyle Experiences

Contests

Expert Advices

Lifestyle Apps

Monitoring Apps

Own Publications

In-Store Events

Beauty Consultancy

Fashion Trends

Personal Shopper

Inspire

Educate

HelpEntertain

Inform

Reward

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