A New Approach to Connect Brands with ConsumersMiami FL, June 13th, 2012
What Meaningfulness Means        1.  From consumers to People        2.  From Products to Outcomes        3.  From “Me” to...
Latin Americans are Resilient Consumers                                                                                   ...
Living Under a Context of Positivism                                                69% of Latin Americans are confident  ...
Consumers Who Became Citizens                        Collaboration & Determination                                     5
Intensively Unified and Connected Creating Collectiveand Participative Identities                                         ...
What Makes a Brand Meaningful?                      hNp://youtu.be/HBKWg4WoMIo	  
After listening to over 100,000 people across the world…                                                                  ...
Only One Third of The Brands are Considered as Meaningful                                     Latam	         Global	  	   ...
Their Level of Participation and CommitmentDetermine Who They Are                                                         ...
Latin Americans Have Higher Levels of Active Participationin Social and Individual Actions              Global            ...
Resulting in a Higher Importance Placed in Socialand Environmental Issues When Deciding to Buy ProductsAll markets, 2010–2...
New Values Demand New Relationships                                                       % Of People who Agreed on:   Lat...
A Special Challenge for Brands:Creating Value to Become Meaningful                                      14
Our ApproachMeaningful Brands                    15
Quality is Perceived as a Mix of Outputs,and Personal & Collective Outcomes.                                              ...
Different Brands Follow Different Strategies  PERSONAL   Wellbeing                                                        ...
Meaningful Brand Index:           A Vital Indicator of Brand Strength, Measuring the Quality of Outcomes                  ...
The More a Brand Contributes to the Wellbeing of People, Societyand the Planet, the More Meaningful it Becomes         +  ...
This Correlation Stands in Latin America, With a HigherPresence of Meaningful Local Brands
That Varies Signficantly Among Different Industries                                                                 Meanin...
As Well As Among Markets Due to Focus Differences AmongOutputs, Collective & Personal Outcomes                            ...
This Allows Brands to Define Roles Based       on What Really Matters for People                                      Cons...
Our approach:Meaningful Communications                            HM Intelligence BI 06/05/12 page 24
From Talking to Building Relationships and Trust
From	  products	  to	  OUTCOMES	     To Talking and Acting in Human Terms                                           Meanin...
The opportunity:Being Meaningful in Latin America Pays                                  95%	             88%	             ...
Latin Americans are Open and Expect Brands to Act1.     Brand’s actions must relate with relevant values and be transparen...
We Can Build a Meaningful Brand Together                               Listen &                               Discover    ...
If you want to know more about Meaningful Brands and our Pan RegionalCommunication Services in Latin America, please conta...
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Meaningful Brands Latin America Presentation

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Deck presented during the Havas Media's Meaningful Brands Launching Event at the University of Miami on June 13, 2012.

DOWNLOAD FROM www.havasmediamiami.com

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Transcript of "Meaningful Brands Latin America Presentation"

  1. 1. A New Approach to Connect Brands with ConsumersMiami FL, June 13th, 2012
  2. 2. What Meaningfulness Means 1.  From consumers to People 2.  From Products to Outcomes 3.  From “Me” to US 4.  From talking to building relationships 5.  From brands to transformational agents 2
  3. 3. Latin Americans are Resilient Consumers Path  to   Growth   recovery   Oil  Crisis   Economic   Reforms  &   Liberaliza<on   Development   The  Lost   Depression   &  Stagna<on   Decade   1950s   1960s   1970s   1980s   1990s   2000s   2010s   GDP 3
  4. 4. Living Under a Context of Positivism 69% of Latin Americans are confident their situation will be better a year from now Argen&na Brazil Chile Colombia Ecuador Mexico Peru Venezuela 34% 82% 61% 87% 64% 60% 80% 51% Source: TGI Latina, Wave I&II 2011 4
  5. 5. Consumers Who Became Citizens Collaboration & Determination 5
  6. 6. Intensively Unified and Connected Creating Collectiveand Participative Identities Source: Comscore 2012 5  of  the  Top  10  Engaged  markets  for  social  networking  are  in  La&n  America   6
  7. 7. What Makes a Brand Meaningful? hNp://youtu.be/HBKWg4WoMIo  
  8. 8. After listening to over 100,000 people across the world… 102007-08 2009 2010 2011“Consumer Perception “Sustainable Futures” “Brand Sustainable Futures” “Meaningful Brands”on Climate Changeand its potential •  +20,000 consumers •  30,000 consumers •  Listens to +50.000 peopleimpact on business” •  10 countries •  10 countries •  14 countries •  20 brands per market •  +150 brands / 10 industries •  BSF Services •  More than 300 brands in 10 industries •  Explores new territories and for the first time it connects brands with well-being •  From services to Solutions 8
  9. 9. Only One Third of The Brands are Considered as Meaningful Latam   Global     USA   Top  5  Europe   Contribution % brands improving notably 20%   5%   8%   people’s quality of life 30%   Attachment Attachment % brands people would really care if they disappeared 53%   30%   18%   12%   9
  10. 10. Their Level of Participation and CommitmentDetermine Who They Are Hostages Devotees Concerned and Active and committed overwhelmed 23%   24%   Disengaged 10%   Indifferent Less informed 24%   and active Critics 19%   Active and Informed Defend their opinions Skeptics Less active And very 10 Skeptical
  11. 11. Latin Americans Have Higher Levels of Active Participationin Social and Individual Actions Global Mexico Brazil Colombia Chile ArgentinaDevotees 33% 50% 51% 49% 32% 33%Hostages 9% 9% 12% 7% 8% 12%Critics 25% 17% 16% 23% 39% 27%Disengaged 16% 11% 11% 10% 7% 12%Skeptics 18% 13% 10% 12% 14% 16% Largest  segment  represented  as:  Increase/decrease  in  segment  size  of  at  least  3%  since  2010.       11
  12. 12. Resulting in a Higher Importance Placed in Socialand Environmental Issues When Deciding to Buy ProductsAll markets, 2010–2011 Always   Usually   Global 12 43 Chile 21 51 Mexico 17 54 Colombia 18 51 Argentina 19 47 Brazil 13 46 India 23 45 Spain 9 40 France 5 38 USA 5 31 UK 3 25 12
  13. 13. New Values Demand New Relationships % Of People who Agreed on: Latam GlobalThe big companies should be involved in solving 80% 83%the social and environmental problemsI trust more in those companies that behaveresponsibily with the society and environment 77% 72%Many companies try to be responsible with societyand environment just to protect their image 63% 64%I would agree to pay 10% more for a product if it isproduced in a responsible and sustainable way 63% 53% 13
  14. 14. A Special Challenge for Brands:Creating Value to Become Meaningful 14
  15. 15. Our ApproachMeaningful Brands 15
  16. 16. Quality is Perceived as a Mix of Outputs,and Personal & Collective Outcomes. Core: Personal Wellbeing “Personal Outcomes” Context: Collective Wellbeing Community, Society, and the Environment “Collective Outcomes” 16
  17. 17. Different Brands Follow Different Strategies PERSONAL Wellbeing Meaningful Focus Personal Focus Collective Focus COLLECTIVE Wellbeing 17
  18. 18. Meaningful Brand Index: A Vital Indicator of Brand Strength, Measuring the Quality of Outcomes Meaningful Brand Index§  Colective Solutions: 50% 50% §  Personal Solutions: Community, Social BSFQ MBI Human Wellness and Global Wellness Physical   Market   Financial   Workplace Organiza&onal   Contribu&on  to   Community Performance   Contribu&on  to     Performance   Brand  Equity   Brand  Equity   Intelectual   Environment Social   Management  &  Ethics   Emo&onal   Economy   Natural   18
  19. 19. The More a Brand Contributes to the Wellbeing of People, Societyand the Planet, the More Meaningful it Becomes + ρ= 0,818 - Low Mid High 19
  20. 20. This Correlation Stands in Latin America, With a HigherPresence of Meaningful Local Brands
  21. 21. That Varies Signficantly Among Different Industries Meaningful Brands 2011 LATAM Brands positioning according to their Meaningful Brand Index and Attachment Score 6.500How much would you care if the brand Attachment Score (scale 1-7) 6.00 5.500 disappeared? 5.00 4.500 4.00 3.500 3.00 45   50   55   60   65   70   75   80   85   Meaningful Brand Index 2011 Auto Chemicals & Pharma Consumer Goods Finance & Insurance Telecom Retail Food & Beverage
  22. 22. As Well As Among Markets Due to Focus Differences AmongOutputs, Collective & Personal Outcomes Meaningful  Brand  Matrix   A  food  brand  -­‐  USA   Same food brand in Brazil “Me”  prevails  over  “them”   “Us” includes you and me 22
  23. 23. This Allows Brands to Define Roles Based on What Really Matters for People Consumer Insights Brand Roles ExamplesConsumer insights & Brand’s context Concerned and powerless. Leader Leader Company Responsable Consumption & Enabler Life Knowledge’s Lagoons Mentor Incentives & Movilization Promoter Social Innovation Social Entrepreneur Colaboration
  24. 24. Our approach:Meaningful Communications HM Intelligence BI 06/05/12 page 24
  25. 25. From Talking to Building Relationships and Trust
  26. 26. From  products  to  OUTCOMES   To Talking and Acting in Human Terms Meaningful   Aspira&onal   Benefit Talk   Think   Trust   De “Yo”onsumers    to  CITIZENS   From  C a NOSOTROS
  27. 27. The opportunity:Being Meaningful in Latin America Pays 95%   88%   94%   83%   77%   75%   Brand  with     High  Meaningful   29%    Brand  Index     Familiarity Overal Impression Purchase Re-Purchasing Advocacy Quality of Life Attachment Intention (No Intention (Clients) Contribution Clients) 92%   79%   56%   52%   Brands  With   35%   Low  Meaningful     26%   23%   Brand  Index     Familiarity Overal Impression Purchase Re-Purchasing Advocacy Quality of Life Attachment Intention (No Intention (Clients) Contribution Clients) The Higher the Meanigfulness, the Stronger the brand equity & reputation HM Intelligence BI 06/05/12 page 27
  28. 28. Latin Americans are Open and Expect Brands to Act1.  Brand’s actions must relate with relevant values and be transparent for citizens to adopt them.2.  Brands should invite citizens to act, Latin Americans are active and committed.3.  Brands need to get really personal and take local action, Latin Americans are proud of their heritage.4.  Brands that act on the right social variables -when relevant- will trigger Latin Americans’ social attitudes.5.  Meaningful brands have the strongest brand equity reputation and attachment indexes.
  29. 29. We Can Build a Meaningful Brand Together Listen & Discover •  Brand Diagnosis MB Audit •  Discovery of new Opportunities & territories to reconnect with citizens Learn & Create, Do Measure & Communicate Meaningful MB Track Communications Solutions •  Measuring & Tracking •  Meaningful Brand Ideas generation •  Learning and reinventing •  Activation & Communications Plan 29
  30. 30. If you want to know more about Meaningful Brands and our Pan RegionalCommunication Services in Latin America, please contact us to:Mauricio MontenegroMarketing & New Business DirectorHavas Media International Miamimauricio.montenegro@havasmedia.com+1(305)702-1576

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