This document discusses how brands can create value for consumers by meeting both emotional and rational needs. It finds that currently, most brand-consumer relationships are one-sided, with consumers contributing information and engagement but feeling they do not receive value in return from brands. The document analyzes consumer research showing people increasingly want brands that are more responsive, transparent, invite greater involvement and participation, and demonstrate real conviction through their actions. By meeting both emotional needs like caring about issues beyond profits as well as rational needs like responsiveness, brands can deliver stronger consumer outcomes like increased purchase, recommendation and defense of the brand.

1. HOW BRANDS & PEOPLE CREATEA VALUE EXCHANGE
Presented by Edelman Significa
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2. A VALUE EXCHANGE STARTS WITH PEOPLE’S NEEDS
CONSUMER
NEEDS
2
People’s needs have changeddue to an increasingly complex and interconnected world.
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3. CONSUMER
NEEDS
MATCHED BY WAYS BRANDS CAN FULFILL THESE NEEDS
3
BRAND BEHAVIORS
Actions brands can take to fulfill these new consumer needs.
brandshareTM2014© Daniel J. Edelman, Inc.

4. AND THE DELIVERY OF MUTUAL BENEFIT
BRAND BEHAVIORS
CONSUMER
NEEDS
4
VALUE EXCHANGE
Quantifiable value exchange based on shared contribution and benefit.
brandshareTM2014© Daniel J. Edelman, Inc.

6. WE COMPARED CONSUMER NEEDS…
6
I can count on the brand to deliver consistent products or services
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
3
4
5
I feel good buying this company’s products or services
6
7
I believe in the brand’s purpose
8
9
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7. 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
7
Acts with a clear mission and purpose at its core
1
2
3
4
5
6
Invites consumer participation in product development
7
8
9
14
13
Uses its resources to drive change in the world
12
11
10
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8. AND EVALUATED HOW THEY COMBINE TO DELIVER BUSINESS OUTCOMES
8
Purchase
Recommend
Defend
1
2
3
Share Personal Information
Share Brand Content
4
5
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9. WE LEARNED THERE IS:
Little value for the consumer in the current value exchange
A new consumer need state that drives value
Value in meeting emotional needs in new ways
9
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10. LITTLE VALUE FOR THE CONSUMER IN THE CURRENT VALUE EXCHANGE
10
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11. PEOPLE CONTRIBUTE. BRANDS BENEFIT. THERE IS LITTLE VALUE EXCHANGE.
Shared relationship
One-sided relationship
66
%
34
%
11
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?
Sincere commitment to their customers
Brands have self-centered desire to increase profits
70
%
30
%
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12. PEOPLE CONTRIBUTE. BRANDS BENEFIT. THERE IS LITTLE VALUE EXCHANGE.
Shared relationship
One-sided relationship
67
%
33
%
12
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?
Sincere commitment to their customers
Brands have self-centered desire to increase profits
70
%
30
%
brandshareTM2014© Daniel J. Edelman, Inc.

13. PEOPLE WANT MORE VALUE FROM BRAND RELATIONSHIPS
Want more meaningful relationships with brands
87
%
17
%
Think brands deliver
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]}
brandshareTM2014© Daniel J. Edelman, Inc.

14. PEOPLE WANT MORE VALUE FROM BRAND RELATIONSHIPS
Want more meaningful relationships with brands
73
%
21
%
Think brands deliver
14
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]}
brandshareTM2014© Daniel J. Edelman, Inc.

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 [BRAND]
PEOPLE DEMAND GREATER RESPONSIVENESS…
78%
17%
HOW THEY THINK BRANDS PERFORM
GAP
-61
PEOPLE SAY IT IS IMPORTANT
59%
18%
-41
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
GAP
15
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16. 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]
PEOPLE DEMAND GREATER RESPONSIVENESS…
87%
20%
HOW THEY THINK BRANDS PERFORM
GAP
-67
PEOPLE SAY IT IS IMPORTANT
74%
-54
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
GAP
16
brandshareTM2014© Daniel J. Edelman, Inc.
20%

17. MORE INVOLVEMENT…
Invites people to be a part of the development and refinement process
16%
52%
-36
Communicates openly and transparently about how products are sourced and made
15%
68%
-53
PEOPLE SAY IT IS IMPORTANT
GAP
GAP
17
brandshareTM2014© Daniel J. Edelman, Inc.
HOW THEY THINK BRANDS PERFORM
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. MORE INVOLVEMENT…
Invites people to be a part of the development and refinement process
67%
-48
Communicates openly and transparently about how products are sourced and made
21%
84%
-63
PEOPLE SAY IT IS IMPORTANT
GAP
GAP
18
brandshareTM2014© Daniel J. Edelman, Inc.
HOW THEY THINK BRANDS PERFORM
19%
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]

19. AND REAL CONVICTION FROM BRANDS
21%
58%
-37
PEOPLE SAY IT IS IMPORTANT
15%
-37
52%
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
GAP
GAP
19
brandshareTM2014© Daniel J. Edelman, Inc.
HOW THEY THINK BRANDS PERFORM
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]

20. AND REAL CONVICTION FROM BRANDS
25%
73%
-48
PEOPLE SAY IT IS IMPORTANT
18%
-53
71%
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
GAP
GAP
20
brandshareTM2014© Daniel J. Edelman, Inc.
HOW THEY THINK BRANDS PERFORM
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]

21. CONSUMERS ACROSS THE WORLD WANT MORE VALUABLE RELATIONSHIPS
GAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE
DEVELOPED
DEVELOPING
-65
-53
Respond quickly to people’s concerns and complaints
-54
-48
Communicates openly and transparently about how products are sourced and made
-39
-45
Gives many ways to ask questions and give opinions
-34
-43
Invites people to be a part of the development and refinement process
-34
-41
Has a clear mission and purpose at its core
-33
-38
Uses its resources to drive change in the world
-32
-40
Lets people know the company’s mission and vision for the future
-32
-46
Takes a stand on the issues I care about most 21
brandshareTM2014© Daniel J. Edelman, Inc.

22. EVERY GENERATION DEMANDS MORE VALUE
MILLENNIALS
GEN X
BOOMER
-54
-62
Respond quickly to people’s concerns and complaints
-70
-49
-53
Communicates openly and transparently about how products are sourced and made
-57
-39
-42
Gives many ways to ask questions and give opinions
-41
-34
-37
Invites people to be a part of the development and refinement process
-38
-38
-38
Has a clear mission and purpose at its core
-34
-35
-38
Uses its resources to drive change in the world
-33
-32
-34
Lets people know the company’s mission and vision for the future
-34
-37
-38
Takes a stand on the issues I care about most
-33
22
GAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE
brandshareTM2014© Daniel J. Edelman, Inc.

23. EMOTIONAL AND RATIONAL NEEDS ARE MERGING
23
brandshareTM2014© Daniel J. Edelman, Inc.

24. Rational needs were the reason to believe
MEETING EMOTIONAL NEEDS HAS BEEN ABOUT HOW BRANDS MAKE PEOPLE FEEL 24
brandshareTM2014© Daniel J. Edelman, Inc.

25. EMOTIONAL AND RATIONAL NEEDS ARE MERGING
.25
.3
.35
.4
.2
.15
RATIONAL
EMOTIONAL
25
.3
.25
.2
.15
.35
.4
QUICKLY RESPONDS TO PEOPLE’S CONCERNS AND COMPLAINTS
ACTS WITH CLEAR MISSION AND PURPOSE AT ITS CORE
GIVES MANY WAYS TO ASK QUESTIONS AND GIVE OPINIONS
MOST IMPACT
LEAST IMPACT
MOST IMPACT
brandshareTM2014© Daniel J. Edelman, Inc.

26. EMOTIONAL AND RATIONAL NEEDS ARE MERGING
.25
.3
.35
.4
.2
.15
RATIONAL
EMOTIONAL
26
.3
.25
.2
.15
.35
.4
ACTS WITH CLEAR MISSION AND PURPOSE AT ITS CORE
GIVES MANY WAYS TO ASK QUESTIONS AND GIVE OPINIONS
QUICKLY RESPONDS TO PEOPLE’S CONCERNS AND COMPLAINTS
MOST IMPACT
LEAST IMPACT
MOST IMPACT
brandshareTM2014© Daniel J. Edelman, Inc.

27. SHARE BRAND CONTENT
PURCHASE
DEFEND
RECOMMEND
SHARE PERSONAL INFO
WILL NOT
BRAND BEHAVIORS THAT MEET EMOTIONAL ANDRATIONAL NEEDS DELIVER GREATER PURCHASE, DEFENSE AND RECOMMENDATION 27
EMOTIONAL + RATIONAL
EMOTIONAL
RATIONAL
DEFINITELY WILL
brandshareTM2014© Daniel J. Edelman, Inc.
4
5
6
7
8
9
10
3
2
1
+9%
+11%
+5%

28. SHARE BRAND CONTENT
PURCHASE
DEFEND
RECOMMEND
SHARE PERSONAL INFO
WILL NOT
BRAND BEHAVIORS THAT MEET EMOTIONAL ANDRATIONAL NEEDS DELIVER GREATER PURCHASE, DEFENSE AND RECOMMENDATION 28
EMOTIONAL + RATIONAL
EMOTIONAL
RATIONAL
DEFINITELY WILL
4
5
6
7
8
9
10
3
2
1
+9%
+11%
+8%
brandshareTM2014© Daniel J. Edelman, Inc.

29. A NEW CONSUMER NEED STATE HAS EMERGED THAT DRIVES VALUE
29
brandshareTM2014© Daniel J. Edelman, Inc.

30. I feel good about this company’s commitment to its community
30
I feel the brand cares about things other than itself
I believe in the brand’s purpose
FULFILLING SOCIETAL NEEDS DRIVES BUSINESS OUTCOMES
brandshareTM2014© Daniel J. Edelman, Inc.

31. 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 it for brands to [communicate openly and transparently about how products are sourced and made]? [5-Point Scale, Top 2 Box]
PEOPLE WANT INCREASED TRANSPARENCY
2013
54
%
68
2014
%
31
Percentage of people who feel it is important for brands to communicate openly and transparently about how products are sourced and made
brandshareTM2014© Daniel J. Edelman, Inc.

32. 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 it for brands to [communicate openly and transparently about how products are sourced and made]? [5-Point Scale, Top 2 Box]
PEOPLE WANT INCREASED TRANSPARENCY
2013
73
%
84
2014
%
32
Percentage of people who feel it is important for brands to communicate openly and transparently about how products are sourced and made
brandshareTM2014© Daniel J. Edelman, Inc.

33. Takes a stand on the issues I care about most
Uses its resources to drive changein the world
Invites people to be a part of the developmentand refinement processfor products or services
Lets people know the company’s mission and visionfor the future
SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY
33
TOP FOUR BRAND BEHAVIORS THAT CORRELATE TO CONSUMERS’ SOCIETAL NEEDS
brandshareTM2014© Daniel J. Edelman, Inc.

34. Takes a stand on the issues I care about most
Uses its resources to drive changein the world
Invites people to help represent products and services to others
Invites people to be a part of the development and refinement process for products and services
SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY
34
TOP TWO BRAND BEHAVIORS THAT CORRELATE TO CONSUMERS’ SOCIETAL NEEDS
brandshareTM2014© Daniel J. Edelman, Inc.
OTHER NON-TRADITIONAL BRAND BEHAVIORS
THAT CORRELATE TO CONSUMERS’
SOCIETAL NEEDS

35. MEETING SOCIETAL NEEDS ACTIVATES SHARING PERSONAL INFO AND BRAND CONTENT
SHARE BRAND CONTENT
PURCHASE
RECOMMEND
DEFEND
SHARE PERSONAL INFO
MOST IMPACT
NO IMPACT
35
SOCIETAL
0
.2
.25
.3
.35
.4
brandshareTM2014© Daniel J. Edelman, Inc.

36. MEETING SOCIETAL NEEDS ACTIVATES SHARING PERSONAL INFO AND BRAND CONTENT
SHARE BRAND CONTENT
PURCHASE
RECOMMEND
DEFEND
SHARE PERSONAL INFO
MOST IMPACT
NO IMPACT
36
SOCIETAL
0
.2
.25
.3
.35
.4
brandshareTM2014© Daniel J. Edelman, Inc.

37. MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS
PURCHASE
+ 8%
DEFEND
+10%
RECOMMEND
+12%
SHARE PERSONAL INFO
+11%
SHARE BRAND CONTENT
+12%
37
RATIONAL
EMOTIONAL
SOCIETAL
brandshareTM2014© Daniel J. Edelman, Inc.
+
+

38. MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS
PURCHASE
+ 9%
DEFEND
+12%
RECOMMEND
+11%
SHARE PERSONAL INFO
+12%
SHARE BRAND CONTENT
+14%
38
RATIONAL
EMOTIONAL
SOCIETAL
brandshareTM2014© Daniel J. Edelman, Inc.
+
+

39. CREATING A VALUE EXCHANGE
39
brandshareTM2014© Daniel J. Edelman, Inc.

40. STORYTELLING & STORYSHARING
RECOGNIZE THAT PARTICIPATION COMES IN MANY FORMS
PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM
40
OF RESPONDENTS THINK IT’S IMPORTANT TO INVITE PEOPLE TO BE A PART OF THE PRODUCT/SERVICE DEVELOPMENT AND REFINEMENT PROCESS
2
%
5
brandshareTM2014© Daniel J. Edelman, Inc.

41. STORYTELLING & STORYSHARING
RECOGNIZE THAT PARTICIPATION COMES IN MANY FORMS
PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM
41
OF RESPONDENTS THINK IT’S IMPORTANT TO INVITE PEOPLE TO BE A PART OF THE PRODUCT/SERVICE DEVELOPMENT AND REFINEMENT PROCESS
%
67
brandshareTM2014© Daniel J. Edelman, Inc.

42. 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
OF CONSUMERS BELIEVEBRANDS MUST HAVE A CLEAR REASON OR PURPOSE
80
%
42
brandshareTM2014© Daniel J. Edelman, Inc.

43. 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
OF CONSUMERS BELIEVEBRANDS MUST HAVE A CLEAR REASON OR PURPOSE
80
%
43
brandshareTM2014© Daniel J. Edelman, Inc.

44. 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
OF RESPONDENTS FEEL THEY SHOULD BE ABLE TO COMMUNICATE AND INTERACT WITH BRANDS QUICKLY, IN REAL-TIME
87
%
44
brandshareTM2014© Daniel J. Edelman, Inc.

45. 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
OF RESPONDENTS FEEL THEY SHOULD BE ABLE TO COMMUNICATE AND INTERACT WITH BRANDS QUICKLY, IN REAL-TIME
87
%
45
brandshareTM2014© Daniel J. Edelman, Inc.

46. CONSUMER ACTIONS
CONSUMER NEEDS
RECOMMEND
DEFEND
PURCHASE
46
BRAND
BEHAVIORS
RATIONAL
EMOTIONAL
MOVING FROM A TRANSACTION-BASED VALUE EQUATION…
brandshareTM2014© Daniel J. Edelman, Inc.

47. CONSUMER ACTIONS
CONSUMER NEEDS
RECOMMEND
DEFEND
PURCHASE
47
BRAND
BEHAVIORS
RATIONAL
EMOTIONAL
SHARE
PURCHASE
INFO
SHARE
BRAND
CONTENT
SOCIETAL
TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL
brandshareTM2014© Daniel J. Edelman, Inc.

48. OBRIGADO
Copyright ©2014 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and proprietary to Daniel J. Edelman, inc. (“Edelman”).
@EdelmanSig
www.edelmansignifica.com
contato@edelmansignifica.com