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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

SV: Communicates openly and transparently about how products are sourced and made
SG: Asks people about their needs

9%

SD: Invites people to share stories/experiences using their products and services with others
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

43%
42%

10%

39%

11%

SE: Offers brand experiences beyond just using the product

36%

11%
32%

8%

30%

9%
9%

-36%

44%

11%

SG: Demonstrates it wants people to succeed at what’s important to them

-28%

45%

11%

SV: Shares people’s beliefs for helping the world

-36%

45%

17%

SP: Enables people to personalize products

-37%

46%

10%

SD: Gives many ways to ask questions and give opinions

-39%

49%

12%

SH: [Shares] the company history/story

-41%

49%

10%

SV: Conducts business in ways that align with people’s values

-42%

51%

10%

SV: Gives back to community

-37%

54%

12%

SD: Listens & responds thoughtfully

SP: Invites people to test products, collaborate on design and provide feedback

54%

17%

25%

-33%
-32%
-32%
-28%
-25%
-24%
-21%
-16%

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]

12

Published in: Business, Technology

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