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Generous Brands 2.0 at NRF 2017
The document discusses the concept of generosity and its evolution through history, emphasizing the importance of experiences over material possessions, particularly for millennials. It highlights that brands creating extraordinary experiences yield significantly higher financial returns. Key components for unlocking value in brand experience are identified as impression, interaction, responsiveness, and resilience.
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Generous Brands 2.0 at NRF 2017
- 1. GenerousBrands 2.0 Tim Greenhalgh Chairmanand Chief Creative Officer FITCH/GROUP XP @timghalgh @FITCHdesign
- 2. 1. History 2. AGenerous Spectrum 3. Stirring Emotions 4. The Value of Experience
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- 8. Genus - Lineage(Nobility)
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- 11. Fertile Land Strong Animals AbundantFood 17th Century
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- 13. ‘Largess’ The virtue ofgiving good things to others freely and abundantly 17th Century
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- 16. William Morris 1834-1896 Textile designer, poet, novelist and socialist 19th Century
- 17. Sir… What is the purposeof art and design…?
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- 19. Every age hashad its hope… hopes that look to something beyond the life of the age itself… hopes that try to pierce into the future William Morris - Signs of Change - Chapter 4 The Hopes of Civilisation 1888
- 20. Are we wiredto be generous?
- 21. What generous people’s brainsdo differently Nicole Torres 2015 Harvard Business Review NEUROECONOMICS
- 22. NEUROECONOMICS How much this benefits me ‘Survivalof the Fittest’ Ventral Striatum How much this benefits you ‘Community Minded’ Temporoparietal Junction
- 23. TEMPOROPARIETAL JUNCTION Community Minded Associated withempathy and thinking of others
- 24. Alan Watts -1915-1973 British philosopher and writer
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- 26. “Doing things you don’tlike doing… to go on to do things you don’t like doing” All wretch and no vomit!
- 27. What would you liketo do if money were no object ? Dispatch Work Jan Vormann
- 28. We had tounderstand that everyone must be personally accountable and responsible for the outcome of every single customer interaction. We started the conference with community service 21st Century
- 29. MEAN BRIBERY survival How much this benefitsme progress CYNICAL
- 35. In the rushfor the new… we’re forgetting how to communicate things that genuinely move people Sir John Hegarty BBH
- 36. MEAN BRIBERY GIVE & TAKE GIVINGFREELY progress CYNICAL survival How much this benefits me How much this benefits you A new spirit of value exchange
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- 39. 0 10 20 30 40 50 60 70 Number of AmazonPrime members in the United States as of June 2016 (in millions) DEC 13 JUN 14 DEC 14 JUN 15 DEC 15 JUN 16 © Statista 2017 63m 54m 44m 40m 28m 25m
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- 43. Lockheed Martin Group VR- Mars Experience Bus
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- 45. Stirring Emotions Generosity ofExperience
- 46. 46 P E RS O N A L E X P E R I E N C E S
- 47. 47 S H AR E D E X P E R I E N C E S
- 48. 48 B O UG H T E X P E R I E N C E S
- 49. 7 8 %O F M I L L E N I A L S P R E F E R T O S P E N D M O N E Y O N E X P E R I E N C E S O V E R P R O D U C T S Harris Research International 2015
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- 51. ADMAP - Designa luxury experience 2015
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- 54. It took Uber 5years to book its billionth trip then… 6 months to book its 2nd billionth journey
- 55. WHY DID HE GOTHAT WAY??
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- 57. but does a GenerousExperience make money ?
- 58. QUANTIFYING SUCCESS The financialimpact of creating generous brand experiences
- 59. Brands that createextraordinary experiences achieve financial returns more than double the market
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- 62. Group XP ExperienceIndex ANALYSIS 46 COUNTRIES 43,000 BRANDS 1/2 MILLION BITS OF DATA 3 YEARS PERFORMANCE DATA
- 63. EXPERIENCE INDEX INTERACTIONIMPRESSION RESPONSIVENESS RESILIENCE Group XPExperience Index THE 4 COMPONENTS TO UNLOCK VALUE
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- 65. 1943 Ingvar Kamprad launched IKEA- 17 yrs old “to create the better everyday life for the many people” Impression Stands for something unique
- 66. 1956 the birth offlatpack Lövet table “to make it easier to get this home remove the legs and then screw them back on when you get home” Impression Stands for something unique
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- 68. INTERACTION Delivers on yourmost important needs
- 69. INTERACTION Deliver on yourmost important needs
- 70. RESPONSIVENESS Have better digitalservices and engaging content
- 71. RESPONSIVENESS Have better digitalservices and engaging content
- 72. RESPONSIVENESS Have better digitalservices and engaging content
- 73. RESPONSIVENESS Have better digitalservices and engaging content
- 74. RESILIENCE Strive to makepeople’s lives better
- 75. RESILIENCE Strive to make people’slives better
- 76. RESILIENCE Strive to make people’slives better
- 77. RESILIENCE Strive to make people’slives better
- 78. RESILIENCE Strive to makepeople’s lives better RESPONSIVENESS Have better digital services and engaging content INTERACTION Delivers on your most important needs IMPRESSION Stands for something unique
- 79. S&P 500 Stock Performance- Jul 13 - Sept 16 MSCI vs S&P vs EI Source: Bloomberg Millward Brown Analysis MSCI WORLD INDEX 28.3% 14.3% EXPERIENCE INDEX 73.3%80% -10%
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- 81. TOP 50 GLOBALEXPERIENCE BRANDS
- 82. TOP 50 GLOBALEXPERIENCE BRANDS
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- 87. VERIZON GLOBAL TOP 10TECHNOLOGY BRANDS APPLE PAYPAL FACEBOOK GOOGLE AMAZON SAMSUNG SKY IBM BOSE
- 88. GLOBAL TOP 10LIFESTYLE BRANDS DISNEY APPLE IKEA NIKE AMAZON SAMSUNG TESLA BOSE ADIDAS UNDER ARMOUR
- 89. DEUTSCHE POST FEDEX DHL HOW GLOBALBRANDS IMPACT LOCAL MARKETS PAMPERS APPLE PAYPAL FACEBOOK VISA GOOGLE IKEA UPS DISNEY SOUTHWEST NIKE AMAZON TESLA SAMSUNG SKY ECOVER HUGGIES IBM BMW BOSE COLGATE ADIDAS FERRARI VERIZON MERCEDES UNDER ARMOUR OMO
- 90. SINOPEC NONGFU SPRING PHILIPS KANGSHIFU TOP 15CHINESE BRANDS PAMPERS APPLE KFC MIDEA BMW ZHANG YU CTRIP TMALL BLUE MOON JD.COM PETROCHINA
- 91. TOP 15 UKBRANDS PAMPERS APPLE PAYPAL VISA IKEA NIKEAMAZON SKY HUGGIES BMW JOHN LEWIS BUPA MERCEDES AUDI BA
- 92. PAMPERS APPLE PAYPAL ENTERPRISE DISNEY SOUTHWEST LOWES AMAZON HUGGIES BOSE BLUECROSS HOME DEPOT VISA TOP 15 US BRANDS STARBUCKS
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- 94. IN SUMMARYthe beautyof this analysis is that it is based on peoples emotional response to experiences
- 95. Define you brand’sattitude toward generosity What would you do if money was not the object?
- 96. Explore Impression, Interaction,Responsiveness and Resilience as defining actions Generation ‘Picky’ believes in actions versus words
- 97. Search for hopeand acknowledge that people increasingly care more about What I can achieve with you versus What I can buy from you
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