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HOW BRANDS & PEOPLE CREATE
A VALUE EXCHANGE
Presented by Edelman Australia
brandshareTM 2014 © Daniel J. Edelman, Inc .
THERE IS A NEW KIND OF BRAND
2
brandshareTM 2014 © Daniel J. Edelman, Inc .
AND THE DELIVERY OF MUTUAL BENEFIT
BRAND
BEHAVIOURS
CONSUMER
NEEDS
3
VALUE
EXCHANGE
brandshareTM 2014 © Daniel J. Edelman,...
WE COMPARED CONSUMER NEEDS…
4
I can count on the
brand to deliver
consistent products
or services
1
The brand
delivers wha...
TO WAYS BRANDS COULD FULFILL
THESE NEEDS…
Shares company history
and heritage openly
Openly shares its
vision for the futu...
AND EVALUATED HOW THEY COMBINE TO
DELIVER BUSINESS OUTCOMES
6
Purchase
Recommend
Defend
1
2
3
Share Personal Information
S...
PEOPLEGeneral and influencer
consumer populations who
report at least a minimal level
of engagement* with brands
15,000
IN...
WE LEARNED THERE IS:
Little value for the consumer
in the current value exchange
But the good news is:
A new consumer need...
LITTLE VALUE FOR
THE CONSUMER
IN THE CURRENT
VALUE EXCHANGE
9
brandshareTM 2014 © Daniel J. Edelman, Inc .
PEOPLE CONTRIBUTE. BRANDS BENEFIT.
THERE IS LITTLE VALUE EXCHANGE.
One-sided relationship
66%
10
Q24: Overall, would you s...
CONTENT ALONE WON’T CUT IT FOR PEOPLE
11
80%
20%
brandshareTM 2014 © Daniel J. Edelman, Inc .
91%
10%
Just compelling cont...
AND BRANDS HAVE TO BE READY
12
OF RESPONDENTS FEEL
THEY SHOULD BE ABLE
TO COMMUNICATE AND
INTERACT WITH BRANDS
QUICKLY, IN...
PEOPLE WANT MORE VALUE FROM
BRAND RELATIONSHIPS
13
Q9: You will be presented with things that a brand could do to build an...
PEOPLE WANT BRANDS TO BE
14
brandshareTM 2014 © Daniel J. Edelman, Inc .
Q5: You will be presented with things that a brand can do to build and maintain a connection with you or
customers like yo...
PEOPLE SAY IT
IS IMPORTANT
43%
10%
16
brandshareTM 2014 © Daniel J. Edelman, Inc .
68%
PEOPLE SAY IT
IS IMPORTANT
73%
HOW ...
PEOPLE SAY IT
IS IMPORTANT
43%
10%
17
brandshareTM 2014 © Daniel J. Edelman, Inc .
58%
PEOPLE SAY IT
IS IMPORTANT
53%
HOW ...
BEHAVE THIS WAY AND BRANDS
CAN MEET NEW CONSUMER NEEDS
TO IGNITE THE VALUE EXCHANGE
18
brandshareTM 2014 © Daniel J. Edelm...
A NEW CONSUMER NEED
STATE HAS EMERGED
THAT DRIVES VALUE
19
brandshareTM 2014 © Daniel J. Edelman, Inc .
I feel good about this company’s commitment to its community
20
I feel the brand cares about things other than itself
I be...
1. Takes a stand on the issues I care about most
3. Uses its resources to drive change in the world
4. Communicates openly...
SHARE BRAND
CONTENT
PURCHASE DEFENDRECOMMEND
MEETING SOCIETAL NEEDS ACTIVATES SHARING
PERSONAL INFO AND BRAND CONTENT
0.5
...
MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS
BENEFIT TO BRANDS
PURCHASE+ 8%
DEFEND+10%
RECOMMEND+12%
SHARE PERSONAL INFO+...
CREATING A VALUE EXCHANGE
24
brandshareTM 2014 © Daniel J. Edelman, Inc .
A BRAND THAT INSPIRES AND EXCITES PEOPLE
TO SHARE IT BECAUSE IT MATTERS TO THEIR
EVERYDAY LIFE
25
Responsiveness
Participa...
STORYTELLING &
STORYSHARING
RECOGNISE THAT PARTICIPATION COMES
IN MANY FORMS
PROMOTE YOUR BRAND BY INVITING
PEOPLE TO ACTI...
ALIGN MARKETING AND CORPORATE
COMMUNICATIONS EFFORTS TO ENSURE YOUR
STORY IS HEARD AND SHARED
EVOLVE YOUR BRAND TO INCLUDE...
LISTEN, LEARN AND ADAPT BASED
ON WHAT PEOPLE TELL YOU ABOUT
THEMSELVES AND YOUR BRAND
PROTECT YOUR BRAND BY
INCORPORATING ...
29
BRAND
BEHAVIOURS
CONSUMER
ACTIONS
RECOMMEND
DEFEND
PURCHASE
SHARE
PURCHASE
INFO
SHARE
BRAND
CONTENT
CONSUMER
NEEDS
RATI...
THANK YOU
Copyright ©2014 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential an...
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brandshare Australia Results 2014

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brandshare Australia Results 2014

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brandshare Australia Results 2014

  1. 1. HOW BRANDS & PEOPLE CREATE A VALUE EXCHANGE Presented by Edelman Australia brandshareTM 2014 © Daniel J. Edelman, Inc .
  2. 2. THERE IS A NEW KIND OF BRAND 2 brandshareTM 2014 © Daniel J. Edelman, Inc .
  3. 3. AND THE DELIVERY OF MUTUAL BENEFIT BRAND BEHAVIOURS CONSUMER NEEDS 3 VALUE EXCHANGE brandshareTM 2014 © Daniel J. Edelman, Inc .
  4. 4. WE COMPARED CONSUMER NEEDS… 4 I can count on the brand to deliver consistent products or services 1 The brand delivers what I need from a product or service 2 I want to be associated with the brand The brand is an essential part of my life I respect the company’s leaders I feel good about this company’s commitment to its community I feel the brand cares about more than itself 1 2 3 4 5 I feel good buying this company’s products or services 6 7 I believe in the brand’s purpose8 9 brandshareTM 2014 © Daniel J. Edelman, Inc .
  5. 5. TO WAYS BRANDS COULD FULFILL THESE NEEDS… Shares company history and heritage openly Openly shares its vision for the future Is open about company performance and holds leaders accessible Communicates transparently about how its products are sourced and manufactured Takes a stand on issues of importance to individual consumers Offers many ways for consumers to ask questions and share opinions Is quick to respond to people’s concerns and complaints Helps people achieve their personal goals Invites consumers to participate in events and live experiences Invites consumers to interact online Invites consumers to represent products and services to their social networks 5 Acts with a clear mission and purpose at its core1 2 3 4 5 6 Invites consumer participation in product development7 8 9 14 13 Uses its resources to drive change in the world12 11 10 brandshareTM 2014 © Daniel J. Edelman, Inc .
  6. 6. AND EVALUATED HOW THEY COMBINE TO DELIVER BUSINESS OUTCOMES 6 Purchase Recommend Defend 1 2 3 Share Personal Information Share Brand Content 4 5 brandshareTM 2014 © Daniel J. Edelman, Inc .
  7. 7. PEOPLEGeneral and influencer consumer populations who report at least a minimal level of engagement* with brands 15,000 IN 12 COUNTRIES AUSTRALIA BRAZIL CANADA CHINA FRANCE GERMANY INDIA JAPAN MEXICO TECH + ELECTRONICS TELECOMMUNICATIONS FOOD SOFT DRINKS + COFFEE BEER + SPIRITS CONSUMER HEALTH CPG/FMCG RETAIL FINANCIAL SERVICES ENERGY AUTOMOTIVE INDUSTRY SECTORS 30 MINUTE DURATION BRANDS48 multi-national brands, plus approx. 15 “local” brands per country 199 ACROSS ELEVEN THROUGH ONE ONLINE SURVEY 7 SECOND ANNUAL BRANDSHARE STUDY NETHERLANDS UK USA brandshareTM 2014 © Daniel J. Edelman, Inc . *To participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. Brand engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter, wearing branded clothing, etc. AUSTRALIA1027 people (controlled, distributed sample) About 48 multi-national brands, and 11 “local” brands We talked to
  8. 8. WE LEARNED THERE IS: Little value for the consumer in the current value exchange But the good news is: A new consumer need state that drives value Value in meeting emotional needs in new ways 8 brandshareTM 2014 © Daniel J. Edelman, Inc . 2. 1.
  9. 9. LITTLE VALUE FOR THE CONSUMER IN THE CURRENT VALUE EXCHANGE 9 brandshareTM 2014 © Daniel J. Edelman, Inc .
  10. 10. PEOPLE CONTRIBUTE. BRANDS BENEFIT. THERE IS LITTLE VALUE EXCHANGE. One-sided relationship 66% 10 Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information, stories, etc.) successfully share with you in return, or is it more of a one sided relationship? Q25: Do you think brands are motivated to share with you because they have a sincere commitment to their customers, or because they have a self-centered desire to increase profits? brandshareTM 2014 © Daniel J. Edelman, Inc . Brands have self-centered desire to increase profits 70% One-sided relationship 79% Brands have self-centered desire to increase profits 81%
  11. 11. CONTENT ALONE WON’T CUT IT FOR PEOPLE 11 80% 20% brandshareTM 2014 © Daniel J. Edelman, Inc . 91% 10% Just compelling content A clear reason or purpose for sharing must be involved
  12. 12. AND BRANDS HAVE TO BE READY 12 OF RESPONDENTS FEEL THEY SHOULD BE ABLE TO COMMUNICATE AND INTERACT WITH BRANDS QUICKLY, IN REAL-TIME 87% brandshareTM 2014 © Daniel J. Edelman, Inc . 94%
  13. 13. PEOPLE WANT MORE VALUE FROM BRAND RELATIONSHIPS 13 Q9: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% who selected JUST RIGHT or NOT ENOUGH. Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]} brandshareTM 2014 © Daniel J. Edelman, Inc . Want more meaningful relationships with brands %87 %17 Think brands deliver 92% 12%
  14. 14. PEOPLE WANT BRANDS TO BE 14 brandshareTM 2014 © Daniel J. Edelman, Inc .
  15. 15. Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5- Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRANDS) MORE RESPONSIVE… PEOPLE SAY IT IS IMPORTANT 55% 13% Gives many ways to ask questions and give opinions Respond quickly to people’s concerns and complaints 15 brandshareTM 2014 © Daniel J. Edelman, Inc . 78% PEOPLE SAY IT IS IMPORTANT 85% HOW THEY THINK BRANDS PERFORM 17% HOW THEY THINK BRANDS PERFORM 59% 18% 12% PEOPLE SAY IT IS IMPORTANT PEOPLE SAY IT IS IMPORTANT HOW THEY THINK BRANDS PERFORM HOW THEY THINK BRANDS PERFORM
  16. 16. PEOPLE SAY IT IS IMPORTANT 43% 10% 16 brandshareTM 2014 © Daniel J. Edelman, Inc . 68% PEOPLE SAY IT IS IMPORTANT 73% HOW THEY THINK BRANDS PERFORM 11% HOW THEY THINK BRANDS PERFORM 52% 16%15% PEOPLE SAY IT IS IMPORTANT PEOPLE SAY IT IS IMPORTANT HOW THEY THINK BRANDS PERFORM HOW THEY THINK BRANDS PERFORM Invites people to be a part of the development and refinement process Communicates openly and transparently about how products are sourced and made Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5- Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND] ALLOW MORE PARTICIPATION…
  17. 17. PEOPLE SAY IT IS IMPORTANT 43% 10% 17 brandshareTM 2014 © Daniel J. Edelman, Inc . 58% PEOPLE SAY IT IS IMPORTANT 53% HOW THEY THINK BRANDS PERFORM 17% HOW THEY THINK BRANDS PERFORM 52% 15% 21% PEOPLE SAY IT IS IMPORTANT PEOPLE SAY IT IS IMPORTANT HOW THEY THINK BRANDS PERFORM HOW THEY THINK BRANDS PERFORM AND PURPOSE DRIVEN Uses its resources to drive change in the world Has a clear mission and purpose at its core Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5- Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]
  18. 18. BEHAVE THIS WAY AND BRANDS CAN MEET NEW CONSUMER NEEDS TO IGNITE THE VALUE EXCHANGE 18 brandshareTM 2014 © Daniel J. Edelman, Inc .
  19. 19. A NEW CONSUMER NEED STATE HAS EMERGED THAT DRIVES VALUE 19 brandshareTM 2014 © Daniel J. Edelman, Inc .
  20. 20. I feel good about this company’s commitment to its community 20 I feel the brand cares about things other than itself I believe in the brand’s purpose FULFILLING SOCIETAL NEEDS DRIVES OUTCOMES brandshareTM 2014 © Daniel J. Edelman, Inc .
  21. 21. 1. Takes a stand on the issues I care about most 3. Uses its resources to drive change in the world 4. Communicates openly and transparently about how products are sourced and made 2. Lets people know the company’s mission and vision for the future SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY 21 TOP FIVE BRAND BEHAVIOURS THAT CORRELATE TO AUSTRALIAN CONSUMERS’ SOCIETAL NEEDS brandshareTM 2014 © Daniel J. Edelman, Inc . 5. Invites people to be a part of the development and refinement process for products or services
  22. 22. SHARE BRAND CONTENT PURCHASE DEFENDRECOMMEND MEETING SOCIETAL NEEDS ACTIVATES SHARING PERSONAL INFO AND BRAND CONTENT 0.5 0.4 0.3 0.2 0.1 Rational needs Emotional needs Societal needs MOST IMPACT LEAST IMPACT SHARE PERSONAL INFO brandshareTM 2014 © Daniel J. Edelman, Inc .
  23. 23. MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS PURCHASE+ 8% DEFEND+10% RECOMMEND+12% SHARE PERSONAL INFO+11% SHARE BRAND CONTENT+12% 23 brandshareTM 2014 © Daniel J. Edelman, Inc . + + + 6% +10% +10% +13% +12% RATIONAL EMOTIONAL SOCIETAL
  24. 24. CREATING A VALUE EXCHANGE 24 brandshareTM 2014 © Daniel J. Edelman, Inc .
  25. 25. A BRAND THAT INSPIRES AND EXCITES PEOPLE TO SHARE IT BECAUSE IT MATTERS TO THEIR EVERYDAY LIFE 25 Responsiveness Participation Purpose-driven Rational + Emotional Societal brandshareTM 2014 © Daniel J. Edelman, Inc .
  26. 26. STORYTELLING & STORYSHARING RECOGNISE THAT PARTICIPATION COMES IN MANY FORMS PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM 26 brandshareTM 2014 © Daniel J. Edelman, Inc .
  27. 27. ALIGN MARKETING AND CORPORATE COMMUNICATIONS EFFORTS TO ENSURE YOUR STORY IS HEARD AND SHARED EVOLVE YOUR BRAND TO INCLUDE BOTH BRAND PROMISE AND BRAND PURPOSE CONVICTION & COMMITMENT 27 brandshareTM 2014 © Daniel J. Edelman, Inc .
  28. 28. LISTEN, LEARN AND ADAPT BASED ON WHAT PEOPLE TELL YOU ABOUT THEMSELVES AND YOUR BRAND PROTECT YOUR BRAND BY INCORPORATING CUSTOMER SERVICE INTO YOUR MARKETING STRATEGY ALWAYS ON & ALWAYS ADAPTING 28 brandshareTM 2014 © Daniel J. Edelman, Inc .
  29. 29. 29 BRAND BEHAVIOURS CONSUMER ACTIONS RECOMMEND DEFEND PURCHASE SHARE PURCHASE INFO SHARE BRAND CONTENT CONSUMER NEEDS RATIONAL EMOTIONAL SOCIETAL MOVING FROM A TRANSACTION-BASED VALUE EQUATION… TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL brandshareTM 2014 © Daniel J. Edelman, Inc .
  30. 30. THANK YOU Copyright ©2014 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, inc. (“Edelman”).

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