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2013 Edelman brandshare™ - Brazil

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Edelman’s new consumer brand study found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share their brands. Yet on average, only 10 percent of people think any given brand does it well. brandshare™ measured six dimensions of sharing – shared dialog, shared experience, shared goals, shared values, shared product and shared history – and found a link between effective brand sharing and business value. Here you will find the results focused on the Brazilian market.

Published in: Marketing, Business, Technology

2013 Edelman brandshare™ - Brazil

  1. 1. it pays to share Brazil findings
  2. 2. technology & social media ushered in new definitions for many familiar words friend like forward 2
  3. 3. but no word has seen a more profound shift in meaning than SHARE it‟s gone from a virtue to a click 3
  4. 4. ? it got us thinking… ? ? ? ? what if brands rediscovered the virtue of sharing? ? 4
  5. 5. if brands were to truly share… ? what would they have to do? would people want them to do it? is there business value in it for them? 5
  6. 6. to start, we identified 16 sharing behaviors for brands across 6 dimensions 1 listens and responds thoughtfully 2 gives many ways to ask questions and give opinions 3 invites people to share stories/experiences using their products and services with others 4 enables people to share info/stories/videos with friends 9 communicates openly and transparently about how products are sourced and made 10 conducts business in ways that align with people‟s values 11 gives back to the community 12 shares people‟s beliefs for helping the world 13 enables people to personalize products offers brand experiences beyond just using the product 14 invites people to test products, collaborate on design, and provide feedback links people and the brand online and in real life through events and activities 15 openly offers information on how the brand performs against competitors 7 asks people about their needs 16 [shares] company history or story 8 demonstrates it wants people to succeed at what‟s important to them 5 6 6 6
  7. 7. we then talked to… 11,000 people general online consumer population who report at least a minimal level of engagement* with brands in… 8 countries Brazil, Canada, China, France, Germany, India, UK, USA about… 212 brands 48 multi-national brands, plus approx. 30 “local” brands per country across… 12 industry sectors apparel, auto, beer/wine/spirits, consumer electronics, energy, FMCG, financial services, food & beverage, health & wellness, retail, technology, telecommunications through… 1 online survey 30 minute duration *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. 7
  8. 8. in Brazil we talked to… 1,000 people general online population who report at least a minimal level of engagement with brands in… 27 states controlled, distributed sample 68 brands evaluated 48 multi-national brands, plus 20 “local” brands about… 8
  9. 9. to find out… IMPORTANCE which sharing behaviors are most important to people? INTEREST how important are those behaviors and do people want more of them? INTENT do people use, purchase or recommend brands that share? 9
  10. 10. what we learned… 10 10
  11. 11. 90% 10% of people globally want brands to share of people globally think brands do it well Q13: 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? [Percent of people who selected “JUST RIGHT” or “NOT ENOUGH”] Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND] 11
  12. 12. 87% 16% of people in Brazil want brands to share of people in Brazil think brands do it well Q13: 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? [Percent of people who selected “JUST RIGHT” or “NOT ENOUGH”] Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND] 12
  13. 13. there’s a gap between what’s important to people and what brands deliver gap (performance – importance) SP: Openly offers information on how the brand performs against competitors Importance Performance 54% 17% SV: Communicates openly and transparently about how products are sourced and made 54% 12% SG: Asks people about their needs SD: Listens & responds thoughtfully 51% 10% 10% SV: Gives back to community SV: Conducts business in ways that align with people’s values 49% 12% 46% 10% SH: [Shares] the company history/story SP: Invites people to test products, collaborate on design and provide feedback 49% 45% 17% 45% 9% SD: Gives many ways to ask questions and give opinions SP: Enables people to personalize products 44% 11% 11% SV: Shares people’s beliefs for helping the world 11% SE: Offers brand experiences beyond just using the product 42% 10% SG: Demonstrates it wants people to succeed at what’s important to them 43% 11% SD: Invites people to share stories/experiences using their products and services with others 39% 36% 32% 8% SE: Links people and the brand online and in real life through events and activities SD: Enables people to share info/stories/videos with friends 9% 30% 9% 25% Q10: 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] Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND] 13
  14. 14. in Brazil, brand performance is similar, but enthusiasm runs higher, increasing the expectation gap gap (performance – importance) SG: Asks people about their needs Importance Performance SP: Openly offers information on how the brand performs against competitors SP: Invites people to test products, collaborate on design, and provide feedback SD: Gives many ways to ask questions and give opinions SV: Gives back to the community SD: Listens and responds thoughtfully SV: Shares people's beliefs for helping the world 77% 22% 76% 13% 74% 15% SH: [Shares] company history or story SV: Communicates openly and transparently about how products are sourced and made 80% 15% 73% 22% 73% 16% 73% 15% 72% 12% 69% 13% SE: Offers brand experiences beyond just using the product SG: Demonstrates it wants people to succeed at what's important to them 68% 14% 14% SP: Enables people to personalize products 63% 13% SV: Conducts business in ways that align with people's values 68% 13% SD: Invites people to share stories/experiences using their products and services with others 62% 61% 12% SE: Links people and the brand online and in real life through events and activities SD: Enables people to share info/stories/videos with friends 13% 60% 12% 50% Q10: 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] Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND] 14
  15. 15. people reward brands that share sharing correlates strongly with actions that drive business value .1 .2 INTENT TO USE/TRIAL MODERATE INTENT TO PURCHASE LOW NONE STRONG INTENT TO RECOMMEND .3 correlation between brands that share and people‟s intent to use/trial, purchase and recommend that brand Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or service that brand offers 15
  16. 16. people in Brazil also strongly reward brands that share .2 .1 INTENT TO USE/TRIAL MODERATE INTENT TO PURCHASE INTENT TO RECOMMEND LOW STRONG NONE .3 correlation between brands that share and people‟s intent to use/trial, purchase and recommend that brand Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or service that brand offers 16
  17. 17. enthusiasm for brand sharing translates directly into driving business outcomes in Brazil Brazil results indexed to global and developing country averages Global Developing stated importance 1.0 1.5 1.6 Global & Developing unmet demand 1.0 1.1 Global Brazil & Developing derived importance* 1.0 1.1 * brand performance vs. willingness to recommend 17
  18. 18. how can a brand share? 18 18
  19. 19. the six dimensions of sharing we converse we believe in the same things we do things together we create together we want to achieve the same things we know the same story 19 19
  20. 20. there is a hierarchy of sharing… each individual dimension of sharing drives business value at the far right end of the business value axis, shared history and shared product drive the most value for brands globally but there is also a compounding effect to sharing. the more dimensions of sharing you practice, the greater the business value from each correlation to consumer intent to recommend BUSINESS VALUE OF SHARING* *illustrative representation Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers 20
  21. 21. but there is more to the story less demanded forms of sharing tend to be more prevalent but drive less business value, possibly because execution is out of sync with people‟s expectations history is significantly more influential than its demand would suggest GREATER UNMET DEMAND DEMAND FOR SHARING* consumers who desire more the y-axis of demand for sharing shows that more substantive, involving dimensions are in higher demand; they are also in scarcer supply STRONGER LINK TO CONSUMER BEHAVIOR correlation to consumer intent to recommend BUSINESS VALUE OF SHARING* *illustrative representation Q13: 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? [% selected NOT ENOUGH]. Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers 21
  22. 22. higher order sharing is in high demand in Brazil, while shared history remains a quiet driver GREATER UNMET DEMAND DEMAND FOR SHARING* consumers who desire more STRONGER LINK TO CONSUMER BEHAVIOR correlation to consumer intent to recommend BUSINESS VALUE OF SHARING* *Illustrative representation Q13: 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? [NOT ENOUGH]. Q18a: For each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers 22
  23. 23. 1 listens and responds thoughtfully 2 gives many ways to ask questions and give opinions 3 invites people to share stories/experiences using their products and services with others 4 enables people to share info/ stories/videos with friends SHARED DIALOG spark a meaningful conversation
  24. 24. shared dialog is the first step toward sharing your brand with people of all ages % of people who want brands to do more listening and thoughtful responding to their opinions [by age group] on average, 40% of people want your brand to engage in more meaningful conversations with them people want you to listen, show genuine interest and, most importantly, act on what you hear Q1: 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? [% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ] 24
  25. 25. in Brazil, older generations are the most demanding of deeper dialog % of people who want brands to do more listening and thoughtful responding to their opinions [by age group] 41% of people in Brazil, on average, say they want your brand to engage in more meaningful conversations with them, with interest only growing with age Q1: 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? [% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ] 25
  26. 26. CASE STUDY AXE* Voices, the brand‟s community managers, create and distribute lifestyle and product content across social channels and spend hours every day responding to virtually every comment or message directed at the brand. by humanizing the brand, AXE has attracted almost 4.5 million fans. AXE likes what its fans like and engages with its community to show fans that AXE is more than just a can of body spray. *Edelman Client 26 26
  27. 27. 5 offers brand experiences beyond just using the product 6 links people and the brand online and in real life through events and activities SHARED EXPERIENCE make every occasion special
  28. 28. experiences need to be about people, not about your brand people everywhere want to share experiences with brands people in developing markets are particularly enthusiastic, yet in developed markets the novelty seems to be wearing thin the study suggests shared experiences need to be as much about people‟s interests as they are about products to rekindle their business value Q10: 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: Average: “Creates experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “] 28
  29. 29. shared experience is highly relevant in Brazil, similar to other developing markets Brazil closely resembles other developing markets in the level of importance people assign to shared experiences with brands and their desire for more of them Q10: 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: Average: “Creates experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “] 29
  30. 30. CASE STUDY Heineken's* Departure Roulette recognized and rewarded its audiences' thirst for spontaneity and adventure with an airport-based experience that enticed people to take a leap of faith by trading in the air tickets in their hands for a trip to an unknown destination. this experience was as much about people‟s desire for adventure as it was about the brand‟s positioning. *Edelman Client 30 30
  31. 31. 7 asks people about their needs 8 demonstrates it wants people to succeed at what’s important to them SHARED GOALS lend an ear and a ladder
  32. 32. people want brands to help them reach goals whether it‟s being a great parent or having a secure financial future, 90% of people recognize and value the role that brands play in enabling the achievement of goals but people would rather be asked what they need before being told how to get there % of people who think brands asking about their needs rather than just telling them about their products is one of the most important sharing behaviors [by industry category] this is most true in product categories where people aren‟t always confident in their knowledge or expertise, such as financial services and technology Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about my needs and doesn‟t just try to sell me products”] 32
  33. 33. Brazilians particularly want brands to share their goals similar to the rest of the world, 87% of people in Brazil recognize and value the role that brands play in enabling the achievement of goals % of people who think brands asking about their needs rather than just telling them about their products is one of the most important sharing behaviors [by industry category] their rating of the importance of asking about their needs is higher in every industry vs. more developed markets, which is further emphasized by the highest unmet demand for any sharing behavior Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about my needs and doesn‟t just try to sell me products”] 33
  34. 34. CASE STUDY Adidas* understands that people's performance aspirations are as individual as they are. the brand literally lives, runs and practices with people to understand their goals and motivations. the brand recently asked dozens of women to photograph something that motivated them to work out and the result challenged the brand‟s preconceptions about people‟s goals and informed new product development. *Edelman Client 34 34
  35. 35. 9 communicates openly and transparently about how products are sourced and made 10 conducts business in ways that align with people’s values 11 gives back to the community 12 SHARED VALUES shares people’s beliefs for helping the world stand up for what you stand for
  36. 36. you can place a value on your brand’s values MODERATE 92% of people want to do business with companies that share their beliefs LOW a strong correlation proves that people buy, use and recommend products whose values they share STRONG NONE .3 correlation between brands that demonstrate shared values and consumers’ intent to recommend that brand Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers 36
  37. 37. there is also value to sharing brand values in Brazil MODERATE similar to the rest of the world, 88% of people in Brazil want to do business with companies that share their beliefs yet business behavior and demand for shared values are uniquely lower in Brazil vs. shared goals, possibly illustrating a market still building the depth of its relationship with brands LOW STRONG NONE .3 correlation between brands that demonstrate shared values and consumers’ intent to recommend that brand Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers 37
  38. 38. translate your values into tangible actions nearly 50% of people want you to be more open and transparent about how your products are made and sourced 4 in 10 people want you do more to give back to the community % of people who want brands to share more of their values Q13: 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? [% selected NOT ENOUGH] 38
  39. 39. Brazilians share the desire for tangible demonstrations of a brand’s values % of people who want brands to share more of their values more than 4 in 10 people want brands to be more open and transparent about sourcing, offer greater help for communities, and share their beliefs on how to help the world Q13: 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? [% selected NOT ENOUGH] 39
  40. 40. CASE STUDY Mars* is a model of transparency and a global force for good in sustainable cocoa sourcing and supply chain management. the brand has invested heavily in research and local agriculture and pledged to buy 100% of its cocoa, coffee, tea, fish and palm oil from third-party certified sustainable sources by 2020, which can be tracked on its website. *Edelman Client 40 40
  41. 41. 13 enables people to personalize products 14 invites people to test products, collaborate on design, and provide feedback 15 openly offers information on how the brand performs against competitors you’ve got to give to get SHARED PRODUCT
  42. 42. people have a lot to give… if they could, they would come to your R&D labs, your design studios or anywhere else products are designed and developed 9 out of 10 people want a hand in creating your products % of consumers who want opportunities to share in the design & development process Q13: 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? [% selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”] 42
  43. 43. people in Brazil assign higher importance to shared products than any other country it therefore comes as no surprise that 88% of Brazilians want a hand in co-creating your products % of consumers who want opportunities to share in the design & development process Q13: 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? [% selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”] 43
  44. 44. it’s critical that what they receive in return is honest and open 9 out of 10 people want you to be as transparent about your products‟ performance as you are about your values TRANSPARENCY IS MOST IMPORTANT IN: TECHNOLOGY ELECTRONICS AUTOMOTIVE APPAREL it‟s the most important of all the brandshare behaviors in seven out of twelve tested industries BEER, WINE, SPIRITS RETAIL FMCG/CPG rank of openly sharing product performance data vs. other sharing behaviors based on stated importance Q13: 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? [% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11: please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly share information on how the brand compares with competitors”] 44
  45. 45. in overall importance, honesty and openness about product performance in Brazil was the single highest scoring behavior worldwide 87% of people in Brazil want you to be as transparent about your products‟ performance as you are about your values transparency is ranked first in 5 of the twelve tested industries, and is among the top 3 most important of all the brandshare behaviors in 11 out of 12 TRANSPARENCY IS TOP 3 IMPORTANCE IN: APPAREL HOUSEHOLD GOODS FOOD & BEVERAGE BEER, WINE, SPIRITS FMCG/CPG FINANCIAL SERVICES AUTOMOTIVE ENERGY TELECOMMUNICATIONS ELECTRONICS TECHNOLOGY rank of openly sharing product performance data vs. other sharing behaviors based on stated importance Q13: 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? [% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11: please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly share information on how the brand compares with competitors”] 45
  46. 46. CASE STUDY Adobe* understands that a product made with people best serves people„s needs, so the company invites people to beta test their products. these open and public previews actively ask people to experience and evaluate new products, innovations and technologies. Adobe‟s recent invitation to beta test Adobe® Photoshop® Lightroom® marks the fifth consecutive version Adobe has offered for public preview and testing prior to its final release. *Edelman Client 46 46
  47. 47. 16 shares company history or story SHARED HISTORY where you came from shapes where you’re going
  48. 48. your history is secretly seductive although people don‟t explicitly demand that brands share their history, a shared, open brand heritage is one of the most powerful predictors of people‟s intent to purchase or recommend your brand MODERATE LOW STRONG NONE .3 correlation between brands that share their history and people’s intent to recommend that brand Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers 48
  49. 49. your history is seductive and openly important in Brazil low incremental demand for shared history follows the global pattern, although its stated importance is the highest of any country we studied MODERATE LOW STRONG NONE .3 correlation between brands that share their history and people’s intent to recommend that brand Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers 49
  50. 50. CASE STUDY Volkswagen* is among the most storied of all auto brands and one that embraces its roots even as it innovates the cars it brings to market. The brand's "Why VW" online platform showcases its history as a brand by and for the people. recognizing that many people have -- and want to share -- stories about their own history with the brand, “Why VW" solicits and showcases people's own stories about their history and experiences with Volkswagen. ® *Edelman Client 50 50
  51. 51. what can you do? 51 51
  52. 52. old model new model change your marketing communications ethos migrate from a linear, push model to an inclusive sharing model 52
  53. 53. harmonize your narrative create a single brand narrative with consumer needs and interests at the center 53
  54. 54. integrate your sharing redesign your existing engagement channels and properties to incorporate higher-value sharing 54
  55. 55. it pays to share .1 .2 INTENT TO USE/TRIAL MODERATE INTENT TO PURCHASE LOW NONE STRONG INTENT TO RECOMMEND .3 correlation between brands that share and people‟s intent to use/trial, purchase and recommend that brand Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or service that brand offers 55
  56. 56. it pays to share
  57. 57. @EdelmanSig edelmansignifica.com contato@edelmansignifica.com 57

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