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PAY?
how much would you
MEANINGFULLY DIFFERENT
capture more volume share,
create loyalty,
command premiums &
grow their value market share.
Meets
Needs
Affinity
Unique
Dynamic
SALIENT
MEANINGFUL DIFFERENT
Awareness Intensity
Brand
Equity
SALIENT
50 HIGH GROWTH BRANDS KNOW THIS ALL TOO WELL
THE BEST BRANDS OUTPERFORM THE MARKET
between
SCOUBIDOU
& LOOM
BAND
is a space
BRANDS
1. Sophistication & expectations
2. Competition
3. Clutter
HOW FIREFLY GLIMPSED INTO THE FUTURE
SEC A, B, C1, C2, D
IDEABLOG: NON-INTRUSIVE TO GET INTO CONSUMERS’
‘PRIVATE’ SPACE
WELCOME TO THE FUTURE
Insert video about future Egypt
one DREAM
two WORLDS
“When you think about it, the difference between people living in
the beautiful vision of future Egypt and the messed up s...
TOP FUTURE TRENDS
new world,
old motivations
“Samsung is a brand for the future. It shows good values and
respect. It is one of the best brands that touched the lives ...
Honesty, trust, authenticity, transparency, integrity
Unity, family, community, tolerance, peace, love
Success, leadership...
the future belongs to
QUEENS
HTTPS://WWW.YOUTUBE.COM/WATCH?V=XPAOJMXYJGK
need for
speed
THINKING FAST & SLOW, DANIEL KAHNEMANN
Individualism & strain on social institutions
means more people will live (and die)
alone
EDUCATION
the biggest
INVESTMENT
(then real estate)
healthily ever
after
EDUCATORS IMPLEMENTERS /
ENABLERS
international
all over
TRADITIONAL
is the new
Exotic
bye-bye
big screen
people have
power
MORE THAN WORDS
“A successful (brand) benefits
only itself. But the ‘impactful’
and the really ‘meaningful’ is the
one tha...
PURPOSE is
more precious than
PURPOSE is the difference the brand intends to make in
people’s lives
Better quality
sleep
(Empower)
Accelerates
discoveri...
‘TRIVIAL’ / LACKS
PURPOSE
HAS PURPOSE /
MEANINGFUL
SALIENTLESS VISIBLE
DIFFERENT /
ALTERNATIVE / NICHE
ADMIRABLE /
SUCCESS...
COMMUNICATE IDEAS WITH
CULTURALFLUENCY
DON’T BE A JERK
A WINNING IDEA …
Is personally resonant/meaningful
Can be summed up in a single sentence...
Can work across borders, time ...
WHY ARE CAMPAIGN IDEAS IMPORTANT?
A strong campaign idea will allow multiple executions to be
developed within it, and all...
tell & empower stories
“We are host and hostage to the stories we tell”
PERSONALISATION
Egyptian consumers want to be
HEROS of their own story
one-size-
DOES NOT- fit-all
not just CaireneInclusively Egyptian,
In 2025 & beyond,
where will your brand
BE?
SHUKRAN!
FOR MORE INFORMATION CONTACT DINA.ELSEHRAWY@FIREFLYMB.COM
Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt
Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt
Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt
Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt
Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt
Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt
Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt
Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt
Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt
Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt
Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt
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Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt

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The biggest challenge that brands face is creating sustainable and profitable growth. The meaningfully different brand not only sells more - it can sustain a price premium over time. Proper amplification of your meaningful difference is critical if your brand is to achieve its full potential. Dina shares insights from local studies across different consumer segments.
Dina Elsehrawy, Qualitative Research Director North Africa, Firefly Millward Brown

Published in: Marketing
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Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt

  1. 1. PAY? how much would you
  2. 2. MEANINGFULLY DIFFERENT capture more volume share, create loyalty, command premiums & grow their value market share.
  3. 3. Meets Needs Affinity Unique Dynamic SALIENT MEANINGFUL DIFFERENT Awareness Intensity Brand Equity SALIENT
  4. 4. 50 HIGH GROWTH BRANDS KNOW THIS ALL TOO WELL
  5. 5. THE BEST BRANDS OUTPERFORM THE MARKET
  6. 6. between SCOUBIDOU & LOOM BAND is a space
  7. 7. BRANDS 1. Sophistication & expectations 2. Competition 3. Clutter
  8. 8. HOW FIREFLY GLIMPSED INTO THE FUTURE SEC A, B, C1, C2, D
  9. 9. IDEABLOG: NON-INTRUSIVE TO GET INTO CONSUMERS’ ‘PRIVATE’ SPACE
  10. 10. WELCOME TO THE FUTURE
  11. 11. Insert video about future Egypt
  12. 12. one DREAM two WORLDS
  13. 13. “When you think about it, the difference between people living in the beautiful vision of future Egypt and the messed up side of future Egypt, is what those have that the others don’t have. Yes, education, opportunity and all those things are important and those are mainly the responsibility of the government. But *of course* brands have a role to play, so that the gap between ‘haves’ and have nots’ is not so dramatic.” – Young nester, AB, Female, Cairo
  14. 14. TOP FUTURE TRENDS
  15. 15. new world, old motivations
  16. 16. “Samsung is a brand for the future. It shows good values and respect. It is one of the best brands that touched the lives of people in Egypt. It did not discriminate between rich and poor. Actually, it is one of the few brands that speaks to the rich and the poor, never losing its charm. It made the dream (smartphone) possible for everyone.” – Young adults, C1, Delta, M
  17. 17. Honesty, trust, authenticity, transparency, integrity Unity, family, community, tolerance, peace, love Success, leadership, respect, achievement Charity, kindness, contribution, selflessness Knowledge, intelligence, intellect, education Justice, equality, fairness, opportunity Progress, technology, innovation, (self) development, professionalism Independence*, self-reliance, self-assertion, entrepreneurship Moderation, discipline, self control Belief, optimism, faith, hope, happiness we identified core values which also represent frustrated needs for themselves & society
  18. 18. the future belongs to QUEENS
  19. 19. HTTPS://WWW.YOUTUBE.COM/WATCH?V=XPAOJMXYJGK
  20. 20. need for speed
  21. 21. THINKING FAST & SLOW, DANIEL KAHNEMANN
  22. 22. Individualism & strain on social institutions means more people will live (and die) alone
  23. 23. EDUCATION the biggest INVESTMENT (then real estate)
  24. 24. healthily ever after
  25. 25. EDUCATORS IMPLEMENTERS / ENABLERS
  26. 26. international all over
  27. 27. TRADITIONAL is the new Exotic
  28. 28. bye-bye big screen
  29. 29. people have power
  30. 30. MORE THAN WORDS “A successful (brand) benefits only itself. But the ‘impactful’ and the really ‘meaningful’ is the one that gives more than the consumerist space. People in return give it more than their money. People give respect and desire – because each and every one of us wants to do something truly meaningful.” – M, Mature Nester, C2, Cairo "‫لنفسه‬ ‫فالح‬ ‫الفالح‬.‫المؤثر‬ ‫لكن‬‫و‬ ‫بيدي‬ ‫إلي‬ ‫هو‬ ‫بجد‬ ‫معنى‬ ‫عنده‬ ‫إلي‬ ‫بتاعه‬ ‫المنتج‬ ‫من‬ ‫أكتر‬ ‫حاجة‬ ‫الناس‬ ...‫فلوسه‬ ‫من‬ ‫أكتر‬ ‫بتديله‬ ‫فالناس‬‫ا‬ ...‫بتبقى‬ ‫و‬ ‫بتحترمه‬ ‫الناس‬‫عوزاه‬ ‫فينا‬ ‫واحد‬ ‫كل‬ ‫عشان‬ ‫معنى‬ ‫ليها‬ ‫حاجة‬ ‫يعمل‬ ‫عوز‬.“ - M, Mature Nester, C2, Cairo
  31. 31. PURPOSE is more precious than
  32. 32. PURPOSE is the difference the brand intends to make in people’s lives Better quality sleep (Empower) Accelerates discoveries & possibilities Immediate satisfaction of curiosity (empower human stories) Inspires happiness
  33. 33. ‘TRIVIAL’ / LACKS PURPOSE HAS PURPOSE / MEANINGFUL SALIENTLESS VISIBLE DIFFERENT / ALTERNATIVE / NICHE ADMIRABLE / SUCCESSFUL / MEANINGFUL IMPACT LOUSY / LAZY / USELESS SELFISH / NOISY / INTRUSIVE PURPOSE: AN ESSENTIAL DIFFERENTIATING FACTOR FOR EGYPTIAN CONSUMERS NOW & IN THE FUTURE
  34. 34. COMMUNICATE IDEAS WITH CULTURALFLUENCY DON’T BE A JERK
  35. 35. A WINNING IDEA … Is personally resonant/meaningful Can be summed up in a single sentence... Can work across borders, time and channels Stretches the brand without breaking it Is provocative and generates discussion... Is disruptive
  36. 36. WHY ARE CAMPAIGN IDEAS IMPORTANT? A strong campaign idea will allow multiple executions to be developed within it, and allow content to be developed across many channels making it easier for a brand to establish a coherent and distinct positioning. The marketplace is increasingly fragmented and it takes an incredible idea just to break through the clutter and capture the consumer’s heart and mind. There are an abundance of products that perform well but fewer and fewer compelling reasons to choose between them.
  37. 37. tell & empower stories “We are host and hostage to the stories we tell”
  38. 38. PERSONALISATION Egyptian consumers want to be HEROS of their own story one-size- DOES NOT- fit-all
  39. 39. not just CaireneInclusively Egyptian,
  40. 40. In 2025 & beyond, where will your brand BE?
  41. 41. SHUKRAN! FOR MORE INFORMATION CONTACT DINA.ELSEHRAWY@FIREFLYMB.COM

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