1.
FINANCIAL SERVICES SECTOR
DEEPENS CONSUMER RELATIONSHIPS
A REVIEW OF BRANDSHARE
1
March 2015

2.
PEOPLEGeneral and influencer
consumer populations who
report at least a minimal level
of engagement* with brands
15,000
BRANDS48 multi-national brands,
plus approx. 15 “local”
brands per country
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
199 ACROSS ELEVEN
THROUGH ONE
ONLINE
SURVEY
2
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.

3.
WE LEARNED THERE IS:
Little value for the consumer
in the current value exchange
Meeting societal needs
delivers real business value
Emotional and rational needs
are merging
3
brandshareTM 2014 © Daniel J. Edelman, Inc .

4.
PEOPLE CONTRIBUTE. BRANDS BENEFIT.
THERE IS LITTLE VALUE EXCHANGE.
Shared relationshipOne-sided relationship
66% 34%
4
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%
brandshareTM 2014 © Daniel J. Edelman, Inc .

5.
CONSUMERS ARE CALLING FOR DEEPER BRAND
RELATIONSHIPS AND ENGAGEMENT
Want more meaningful
relationships with brands
87%
17%
Think brands deliver
5
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 .

6.
6
RATIONAL
FINANCIAL SERVICES SECTOR LANDS
AT THE BOTTOM OF THE BARREL
Q22: Thinking about each of the following categories, would you
say that when brands in that category ask for your personal
information they provide you something tangible in return, or that
they just use your personal information for their own financial gain?
To provide you something tangible in
return
Their own financial gain
Do companies in each of the
following categories ask for your
personal information for…
Food
Consumer Health
Household Goods / Packaged Goods
Retail
Tech + Electronics
Soft Drinks + Coffee
Telecommunications
Auto
Beer + Spirits
Energy
Financial Services

7.
30%
RESPONSIVENESS INVOLVEMENT
7
FINANCIAL SERVICES
FINANCIAL SERVICES OUTPACING IN RESPONSIVENESS
AND CONVICTION
*NOTE: The pillars are defined by 2-4 brandshare behaviors, detailed on the next slides
25%
20%
15%
10%
CONVICTION
FINANCIAL SERVICES PACESETTER AVERAGE
FOOD & SOFT
DRINKS + COFFEE
FINANCIAL SERVICES
-7% PT.
GAP
-3% PT.
GAP
FINANCIALSERVICESVS. AVERAGEVS.PACESETTERSECTORPERFORMANCEON PRIORITYPILLARS*

8.
8
brandshareTM 2014 © Daniel J. Edelman, Inc .
ROOM FOR IMPROVEMENT ON INVOLVEMENT
58% Global Importance
21% Global Performance
31% FS Sector Performance
HAS A CLEAR MISSION/PURPOSE
52% Global Importance
15% Global Performance
20% FS Sector Performance
USES RESOURCES TO DRIVE CHANGE
IN THE WORLD
78% Global Importance
17% Global Performance
27% FS Sector Performance
RESPONDS QUICKLY TO
CONCERNS/COMPLAINTS
59% Global Importance
18% Global Performance
26% FS Sector Performance
GIVES MANY WAYS TO ASK
QUESTIONS AND GIVES OPTIONS
68% Global Importance
15% Global Performance
17% FS Sector Performance
COMMUNICATES OPENLY AND
TRANSPARENTLY ABOUT PRODUCTS
52% Global Importance
16% Global Performance
18% FS Sector Performance
INVITES PEOPLE TO BE PART OF
DEVELOPMENT
RESPONSIVE INVOLVEMENTCONVICTION

9.
I feel good about this company’s commitment to its community
9
I feel the brand cares about things other than itself
I believe in the brand’s purpose
FULFILLING SOCIETAL NEEDS
DRIVES BUSINESS OUTCOMES
brandshareTM 2014 © Daniel J. Edelman, Inc .
v
Citibike: A great example (Edelman client)

10.
COLLECTIVELY MEETING PEOPLES’ THREE NEEDS STATES
BENEFITS BRANDS
10
brandshareTM 2014 © Daniel J. Edelman, Inc .
+
+
PURCHASE RECOMMEND DEFEND SHARE PI SHARE BRAND
CONTENT
6% 11% 10% 9% 13%
FINANCIAL SERVICES CONSUMERS ARE MORE LIKELY TO…

11.
STORYTELLING &
STORYSHARING
11
OF RESPONDENTS THINK IT’S
IMPORTANT TO INVITE PEOPLE
TO BE A PART OF THE
PRODUCT/SERVICE DEVELOPMENT
AND REFINEMENT PROCESS2%5
brandshareTM 2014 © Daniel J. Edelman, Inc .

12.
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]
TRANSPARENCY IS NOW TABLESTAKES
2013
54%
682014
%
12
Percentage of people who feel
it is important for brands to
communicate openly and
transparently about how
products are sourced and made
brandshareTM 2014 © Daniel J. Edelman, Inc .

13.
EVOLVE YOUR BRAND TO INCLUDE BOTH
BRAND PROMISE AND BRAND PURPOSE
CONVICTION
& COMMITMENT
OF CONSUMERS BELIEVE
BRANDS MUST HAVE A
CLEAR REASON OR PURPOSE
80%
13
brandshareTM 2014 © Daniel J. Edelman, Inc .

14.
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-TIME87%
14
brandshareTM 2014 © Daniel J. Edelman, Inc .

15.
brandshareTM 2014 © Daniel J. Edelman, Inc .
LISTEN, LEARN AND ADAPT BASED ON
WHAT PEOPLE TELL YOU ABOUT
THEMSELVES AND YOUR BRAND
ALIGN MARKETING AND CORPORATE
COMMUNICATIONS EFFORTS TO ENSURE
YOUR STORY IS HEARD AND SHARED
PROMOTE YOUR BRAND BY INVITING
PEOPLE TO ACTIVELY PARTICIPATE IN
WAYS THAT ARE MEANINGFUL TO THEM
RECOGNIZE THAT PARTICIPATION
COMES IN MANY FORMS
CREATE A MULTIDIMENSIONAL AND DYNAMIC
VALUE EXCHANGE

16.
THANK YOU
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