Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)Presentation Transcript
Seminario ANUNCIOS N U E VA S F R O N T E R A S D E L A M E D I C I Ó N www.millwardbrown.es Fecha: Octubre 2012 Adolfo Fernández Paloma Martin Client Service Director Media & Digital Director Preparado por Millward Brown Iberia m: +34 672 01 36 01 m: +34 91 325 41 10 firstname.lastname@example.org email@example.com | www.millwardbrown.es | www.millwardbrown.es1
Grow How ideals power growth and profit at the world’s greatest companies.4
Identifying the highest growth brands 1 2 3 50,000 Brands Brand Financial Top 50 Brands Equity Growth over 10 Database years Leveraged the most Measured growth in Identified best comprehensive consumer bonding and brands equity database in brand financial value known as the world over the past 10 years “Stengel 50” Brand Equity Strength Brand Financial Highest Combined “Consumer Bonding” Valuation Growth over the past decade5
Top 50 High-Growth Brands6 Source: Millward Brown Optimor & Jim Stengel Study of Business Growth
The Stengel 50 Outperform the Market Stengel Top 50 S&P 500 382.3% 400,0% 300,0% 200,0% 100,0% -7.9% 0,0% -100,0% Jan-00 Jan-01 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11The High-Growth Brands, as represented by the 42 public companieswithin the top 50, collectively outperformed the S&P 500 by almost 400%over the past 10 years7
THE BEST BRANDS are built on Not what people buy, but what they buy into8
Uplift mind and body.
The Core Brand Ideal Metric validates the Stengel 50 Mobile Phones (UK) Soft Drinks (UK) Feminine Beauty (USA) Empower self-expression Inspire happiness Celebrate real beauty Stengel 50 brands like Apple, Coca Cola, and Dove are stronger than their competitors on the Core Ideal metric Note: The Core Ideal Metric is measured as % of respondents who endorse a brand on that metric. The data illustrated here10 reflects this % association relative to the competition and adjusted for factors such as brand size
Consumer journey Employees Business Metrics Attitudes / Ideal Expressions Brand Impressions Comms A unique design that reaches insights in all the stages of " consumer journey"11
Brand Equity Evolution
Creating meaningful differentiation
A Brand is the set of associations(ideas, memories and feelings) in the mind of a consumer. Brand equity is an intangible asset of a brand, the value of which is determined by the capacity of those brand associations to predispose consumers to choose it over others or pay more for it now and in the future.The more meaningful, different and salient the brand associations the greater theircapacity to drive predisposition.
Moving segmentation from descriptive to projective Demographic Psychographic Brand Values MB Segmentation 1980s 1990s 2000s 2010s Captures Captures Captures Captures • Age All of previous PLUS All of previous PLUS All of previous PLUS • Gender • Personality • Brand Usage • Unmet Needs • Education • Lifestyle • Brand Needs • Wants/Desires • Geography • Life Stage • Projected Usage • Linkages to retail Well Suited for Well Suited for Well Suited for • Holistic view of customer • Organizing disparate brand • Differentiating brand • Clustering brands by • Financial size and impact of portfolio portfolio associative values segments • Concentrating market Well Suited for investment in key brands • Adapting brands for growth • Capturing changing market Poorly Suited for conditions and consumer Poorly Suited for Poorly Suited for • Tying segments to financial reaction • Explaining brand choice • Capturing other occasions value and potential • Making short-term tactical or opportunities for growth and longer-term strategic business decisions based on financial data15
Brand Equity Evolution Moving Brand Equity from descriptive to projectiveFuente: McKinsey Good bye funnel,…16
Is your brand meaningfully different? Meaningful ¥ Brand Associations Different Brand Predisposition £ € $ Value Sales Salient If so, customers will be more likely to choose your brand and pay a premium for it - and the brand will be better poised to grow its share position.17
We provide three key summary metrics of brand equity P O W E R is a prediction of the brand’s volume share based purely on brand perceptions Are consumers predisposed to choose the brand over others? P R E M I U M is a prediction of the price index a brand can charge based purely on perceptions Are consumers predisposed to pay more for the brand? P O T E N T I A L is the probability that the brand will grow value share based purely on brand perceptions Are consumers predisposed to stick with the brand in future or try it? All three predisposition metrics are based on the same ingredients (Meaningful, Different and Salient) combined differently.18
An overall picture of how brands generate a financial return Meaningful ¥ BrandAssociations Different £ € $ In-market Activators Brand Predisposition Salient Power Volume share Premium Price Index Value share Potential growth 19
The key inputs: five questions.Please drag each brand onto the scale to indicate… Meets your Very differentneeds very well Exactly the Doesn’t meet sameyour needs at all PP P BrandIRA L OR O M IE M TE W TU EN Sets the trends Love it Predisposition Follows others Hate it Spontaneous awareness prompted by category name or category needs 20 Or Needs based Salience
Brand Strength ScoreTo go deeper into the Brand Power diagnostic
Are we successfully building a strong brand? – Analytical Framework Strong brands have a number of fundamental advantages over their competitors. Extensive analysis of our 37,000+ global Brand Equity (BRANDZ) database revealed that there are some crucial factors for brand success (the Bonding Factors). The world’s strongest brands usually tower over their competitors in several of these areas. When these factors are combined into a single summary measure, the Brand Strength Score, this explains over 90% of the BRANDZ Consumer Value score (a measure with a proven link to in-market sales). This construct has been validated across the BRANDZ database for: 6,156 brands 38 categories 23 countries Brand Strength Score22 Brand Performance • Is our brand on the right trajectory for future sales success?
Where is our brand relatively strong/weak? Brand A Competitor A Competitor B Competitor C Brand Strength Score (share of) 40% 30% 20% 10% Deviation in share of endorsement from category average Performance 20% Emotion 19% Relative Importance Value 16% Prominence 12% Dynamism 11% Differentiation 11% The summary score can be decomposed to identify a brand’s strengths and weaknesses in terms of the six dimensions (shown as difference from category average) Brand Strength Diagnosis – Competitors23 Brand Performance • What explains our brand performance – why is it growing/declining ?
The role of emotionsMeasuring emotionsOnly genuine implicit techniques, adapted from neurocience and cognitivepsychology, provide additional insight.The appropiate mic of direct or indirect techniques depends on the degreeto which we are able and willing to express our emotions.
The role of emotions Measuring emotions Quantitative explicit and implicit techniques for answering key marketing questions.27
The role of emotions Measuring emotionsFacial Coding• Using facial coding alongside Link allows you to undestand and optimize emotional response to your advertising.• Facial expressions paint a rich canvas of emotional response that provides invaluable insight into advertising and brand effectiveness. 29
The role of emotions Measuring emotions EMOTIONAL PRIMING Drinking Pepsi is about hating Coke, not liking Pepsi Game-like measurement of automatic emotional response to brands, via reaction time on specific task Established academic method to bypass DRINKERS conscious editing of response Combined with standard survey metrics Integrated with our normal systems DRINKERS Scalable & cost effective Deep dive or monitoring over time Implicit liking of Coca-Cola Implicit liking of Pepsi “How do people instinctively feel about my brand? How important is that, and is it getting better or worse?”30
The role of emotions Measuring emotions INTUITIVE ASSOCIATIONS Skype is defined by social, fun & Timed & benchmarked variation on a simple popularity, not price image question allows us to identify perceptions SOCIAL which are intuitive from those that are 90 rationalised DIFFERENT % Overall endorsement CLEVER FUN Clients can see the brand’s intuitive profile, and if 80 AFFORDABLE POPULAR communications are shifting this Especially suited for brand values and higher- TRENDSETTER order ideals, which are prone to exaggeration 70 RELIABLE Integrated with our normal systems KIND Scalable, cost effective & familiar 60 CALM CAREFUL 15 20 25 30 35 % Intuitive responses “I know people don’t think as hard about my brand in real life as they do on a survey – so I need to understand the perceptions that are automatic, and so more likely to influence decisions in reality”31
CommunicationSelecting and connecting touchpoints
The Digital Landscape Has TransformedIN TEN YEARS the Internet has shifted from primarily a short-term direct response vehicle to one that truly has the POWER TO BUILD BRANDS LONG TERM 33
The Media Landscape Will Continue to IntensifyEMERGENCE & CONVERGENCE WILL RESULT IN MORE PLATFORMS, DATA,DEMAND FOR REAL TIME, AND ULTIMATELY OFFER MORE OPPORTUNITY2011 2013 2020 MOBILE traffic will surpass PC Web traffic Marketers will 100+ invest $50B in TABLETS SOCIAL were unveiled marketing and at CES commerce 50% of companies will be GAMIFIED 2012 2015 ONLINE will overtake DVR penetration newspapers as the will exceed 50% second-largest ad medium 34
What Does This Mean?MORE: Channels Fragmentation Targetability Consumer-generated media Media convergence Control by consumers 35
ImplicationsA LOT WILL BE ASKED OF YOU Leverage all listening touch points Embrace the creative revolution Deliver real time, right now Maximize digital campaign performance Connect the data dots Build media synergies, not silos Measure digital as part of overall brand health Foster digital insights and leadership 36
Millward Brown Digital framework Offering innovative & industry-leading digital research solutions: Continued Strategy Creative In-Market Campaign Execution Learning Research & Communication Digital Digital Integrated Macro-Level Strategy & Creative Campaign Campaign Campaign Analysis Planning Development Optimization Measurement Measurement AdIndex® Roll-Up Reports (expert insight) MarketNorms® AdIndex Link™ for Digital & CrossMedia Creative Best & ClientNorms Dash® Link360™ Research™ Practices (real-time data) AdIndex for Mobile & Tablets Industry Norms (Media Insights) DLConnects® — Search & Site Visitation; Link to Sales Social Media Analytics & FanIndex Custom Data & Dashboard Integration37
Media reach impact map consideration●preference●intention hi impact per person TV lo 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% reach38
Media reach impact map consideration●preference●intention hi paid impact per person shared earned magazines PR POS Newspapers newspapers newspapers radio TV lo 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% reach39
Media reach impact map consideration●preference●intention hi online ●offline impact per person online low reach digital gaming organic SM video mobile microsite display online lo search 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% reach40
FanIndex Studies Will Help You to Understand… In-depth Fan Page Fan Motivations Fan Experience Drivers of Fan Equity Demographics Demographic Profile of Reasons for becoming a Content Performance Overall Opinion Fans/ Visitors fan Media Consumption Recommendation and Influence of Media Interaction Experience Habits Revisit Likelihood Perceptions of Attention to Brand Social Media Profile Community Experience Community Activity41
Checklist Contests/ Giveaways New product Expected info Fun Expected Differentiator Variety Community Differentiator DifferentiatorRegular posts Expected Offers Trustworthy Expected brand news Expected Innovation Interaction Differentiator Differentiator