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Saul Betmead - Young & Rubicam

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Saul Betmead - Young & Rubicam

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Saul Betmead - Young & Rubicam

  1. 1. E X P L O R I N G T H E F U T U R E O F B R A N D E N G A G E M E N T @ s a u l b e t m e a d
  2. 2. INTEGRATION SHOPPERACTIVATION PROGRAMMATIC INTERFACEDESIGN BIG DATA ARTIFICIAL INTELLIGENCENUDGE CONVERSION WEAPONISED MACHINE LEARNING BEHAVIOURAL SCIENCE NATIVE ADVERTISING CONTENT PLATFORM contextual media GAMIFICA TION MOBILE OPTIMISATION SOLOMO UGC X-POST viral
  3. 3. TITLE TEXT >1m consumers
 50k+ brands
 360+ studies
 50+ countries
 21 years of data
 $150m invested
 WORLD’S LONGEST RUNNING & LARGEST BRAND DATABASE CATEGORY AGNOSTICROBUST PERSPECTIVEACADEMIC AUTHORITY
  4. 4. 6 6 % 0 F B R A N D S A R E I N D E C L I N E O R S TA G N A N T S O U R C E : B AV – G L O B A L 2 0 0 8 - 2 0 1 6
  5. 5. .PAGE  BRAND LIFE EXPECTANCY HAS HALVED SINCE 1950
 AS HUMAN LIFESPAN HAS DOUBLED — BCG, 2015S O U R C E : B C G 2 0 1 5
  6. 6. .PAGE REALITY – EXPECTATIONS = HAPPINESS UCLA's Anderson School of Management & Brand Keys 2014  24%7% -17%– = M E T E O R I C R I S E I N C O N S U M E R E X P E C TAT I O N S
  7. 7. P E O P L E H AV E T H E W I L L , T H E T O O L S T O R A D I C A L LY C H A N G E C O M PA N I E S F O R T U N E S
  8. 8. I N S U R M O U N TA B L E N U M B E R O F C H A N N E L S & T O U C H P O I N T S T O M A N A G E
  9. 9. F L U I D I T E R AT I V E L I V I N G N O M O R E L A U N C H & L E AV E T E S T & L E A R N
  10. 10. ATTENTION IS OUR MOST VALUBLE ASSET ‘COMPETITION’ FIERCE SOCIAL MEDIA DRIVES AGENDA
  11. 11. WHILE MOST BRANDS FLOUNDER SOME PROSPER AMID THE CHAOS
  12. 12. YOU ARE DOING SOMETHING ABOUT IT YOU MAKE IT COMPELLING ENOUGH FOR THEM TO WANT TO PARTICIPATE YOU CARE ABOUT SOMETHING THAT THEY CARE ABOUT S O C I A B L EI N V E N T I V EP U R P O S E F U L S O U R C E : B AV – G L O B A L 2 0 1 5 / 2 0 1 6
  13. 13. C U LT U R A L C A P I TA L ✓ CAPTURES THE PUBLIC IMAGINATION ✓ IN THE RIGHT PLACE AT THE RIGHT TIME, OVER AND OVER AGAIN ✓ STAFF ACT LIKE AMBASSADORS, CUSTOMERS ACT LIKE FANS ✓ MARKETING BECOMES CONTENT PEOPLE ARE PROUD TO PARTICIPATE IN AND SHARE ✓ PLAYS A SIGNIFICANT ROLE IN PEOPLE’S LIVES, IN THE CULTURE IN WHICH THEY LIVE
  14. 14. 1. HIGHER BRAND VALUE 2. BRAND VALUE GROWS FASTER 3. STRONGER BRAND EQUITY
 C U L T U R A L C A P I T A L C O R R E L A T E S W I T H C O M M E R C I A L P E R F O R M A N C E
  15. 15. C U L T U R A L C A P I T A L B A V I N D E X T M S O C I A B L EI N V E N T I V EP U R P O S E F U L Innovative Original Different Unique Daring Gaining in Popularity Social Friendly Charming Cares for its Customers Socially Responsible Authentic Straightforward Helpful
  16. 16. A STRONG CORRELATION BETWEEN CULTURAL CAPITAL & COMMERCIAL BRAND PERFORMANCE ACROSS THE REGION UK AverageBrandValuationUSD$Millions (BrandZ2016) 20000 40000 60000 80000 100000 CC > 15 CC > 30 CC > 40 CC > 50 CC > 60 CC > 70 CC > 80 France AverageBrandValuationUSD$Millions (BrandZ2016) 20000 27500 35000 42500 50000 CC > 20 CC > 25 CC > 35 CC > 45 CC > 55 CC > 60 CC > 65 CC > 75 Germany AverageBrandValuationUSD$Millions (BrandZ2016) 20000 32500 45000 57500 70000 CC > 15 CC > 30 CC > 40 CC > 50 CC > 60 CC > 70 CC > 80 Spain AverageBrandValuationUSD$Millions (BrandZ2016) 20000 37500 55000 72500 90000 CC > 15 CC > 30 CC > 40 CC > 50 CC > 60 CC > 70 CC > 80 Italy AverageBrandValuationUSD$Millions (BrandZ2016) 20000 32500 45000 57500 70000 CC > 25 CC > 35 CC > 40 CC > 50 CC > 60 CC > 65 CC > 75 Russia AverageBrandValuationUSD$Millions (BrandZ2016) 20000 27500 35000 42500 50000 CC > 20 CC > 35 CC > 40 CC > 45 CC > 50 CC > 55 CC > 60 Turkey AverageBrandValuationUSD$Millions (BrandZ2016) 20000 32500 45000 57500 70000 CC > 30 CC > 40 CC > 45 CC > 50 CC > 60 CC > 70 CC > 75 SOURCE: CULTURAL CAPITAL BAV INDEXTM, BrandZ Valuation 2016 (Top 100 Global Brands)
  17. 17. .PAGE TOP 40% OF CULTURAL CAPITAL BRANDS ARE OVER 2X AS VALUABLE AS BOTTOM 40% Average Brand Value in 2016 ($m) AverageBrandValuationUSD$Millions (BrandZ2016) 0 10000 20000 30000 40000 Low Cultural Capital (<60) High Cultural Capital (> 60) 36546.1668 15833.9729 FRANCE Average Brand Value in 2016 ($m) AverageBrandValuationUSD$Millions (BrandZ2016) 0 10000 20000 30000 40000 Low Cultural Capital (<60) High Cultural Capital (> 60) 39391.6055 16195.5452 UK SOURCE: CULTURAL CAPITAL BAV INDEXTM, BrandZ Valuation 2016 (Top 100 Global Brands)
  18. 18. .PAGE RKCR/Y&R PREMIER LEAGUE.2016 THE HIGHER THE CULTURAL CAPITAL, 
 THE HIGHER THE GROWTH RATE SOURCE: CULTURAL CAPITAL BAV INDEXTM, BrandZ Valuation 2016 (Top 100 Global Brands)
  19. 19. THERE IS A STRONG RELATIONSHIP BETWEEN CULTURAL CAPITAL AND BRAND EQUITY
  20. 20. T H E P R O O F I S I N T H E P U D D I N G
  21. 21. INVENTIVE An app that discreetly allows women to alert others when they’re in danger. SOCIABLE Harnessed the Turkish women’s community to spread the word secretly. PURPOSEFUL In a world that remains unequal, we use technology to improve lives. VODAFONE RED LIGHT APP
  22. 22. INVENTIVE Create an idea that allows the adventurous amongst us to get out and enjoy the winter in all it’s glory. SOCIABLE Create a community, help them share, help them play, help them them get out and play. PURPOSEFUL We exist to inspire adventurous minds. L A N D R O V E R H I B E R N O T
  23. 23. INVENTIVE Commit the ultimate sacrifice, create the ultimate burger with our nemesis. Create the McWhopper. SOCIABLE Make it easy, make it interesting, help them build it, help them celebrate it, seriously annoy McDonalds. PURPOSEFUL We believe peace is more important than anything. B U R G E R K I N G M C W H O P P E R
  24. 24. The purpose in action. Distinctive, original ideas that add value to peoples’ lives through compelling experiences. Ideas that are genuinely interesting to people; that become part of the fabric of their social existence; that ultimately create a meaningful, two way dialogue. Has a clear sense of purpose, one that has a deeply relevant place in people lives, represents genuine needs & desires. PURPOSEFUL INVENTIVE SOCIABLE T H E F U T U R E O F B R A N D E N G A G E M E N T ?
  25. 25. THANK YOU :)
  26. 26. The purpose in action. Distinctive, original ideas that add value to peoples’ lives through compelling experiences. Ideas that are genuinely interesting to people; that become part of the fabric of their social existence; that ultimately create a meaningful, two way dialogue. Has a clear sense of purpose, one that has a deeply relevant place in people lives, represents genuine needs & desires. PURPOSEFUL INVENTIVE SOCIABLE C U LT U R A L C A P I TA L F R A M E W O R K Entertaining - Useful

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