The document discusses customer disengagement from brands. It notes that most people would not care if 74% of brands disappeared and only 20% of brands meaningfully improve people's well-being. The document identifies 7 "deadly sins" brands commit that contribute to disengagement, such as being out of favor with customers, interrupting them rudely, having poor timing, and failing to provide a connected customer experience. It concludes that brands focused on purpose, principles and participation outperform others financially and in business.

1. CUSTOMER DISENGAGEMENT
WFA CMO FORUM
CANNES
23rd June 2016

3. PEOPLE ARE LESS
RECEPTIVE TO
COMMUNICATIONS AND
IT IS OUR FAULT

4. THE KEY CHALLENGE: BRING THE LOVE BACK!
• Most people would not care if 74%
of brands disappeared
• Only 20% of brands improve our
sense of well-being and quality of
life, in a meaningful way

5. THE BRAND’S PARADOX: DISCONNECTION BECOMES THE “NEW
NORMAL” IN AN INCREASINGLY CONNECTED WORLD

6. WHAT’S GOING ON?
80% OF BRANDS BELIEVE
THEY DELIVER GREAT
CONSUMER EXPERIENCES
ONLY 8% OF CONSUMERS
AGREE

7. 7 DEADLY SINS

8. SIN 1: 0UT OF FAVOUR

9. SIN 1: 0UT OF FAVOUR

10. SIN 2: INTERRUPTION IS RUDE

11. SIN 2: INTERRUPTION IS RUDE

12. SIN 3: TIMING IS EVERYTHING

13. SIN 4: REALITY BITES

14. SIN 5: IT’S PERSONAL

15. SIN 5: IT’S PERSONAL

16. SIN 5: IT’S PERSONAL

17. SIN 6: QUALITY OVER QUANTITY

18. SIN 7: WHAT CONNECTED EXPERIENCE?

19. Abuse consumer
control at your risk
SIN 7: WHAT CONNECTED EXPERIENCE?
Video
advertising
receptivity
when…
Negative Positive Net
When you don’t
control it
60% 15% -45%
When you can
control it
30% 30% Neutral
When there is a
reward
25% 50% +25%
Q: How would you characterize your attitude towards the following formats of
online video advertising?

20. AD BLOCKING RISING

21. MEANINGFUL BRANDS OUTPERFORM THE STOCK MARKET BY
133%

22. MEANINGFUL BRANDS OUTPERFORM IN BUSINESS TERMS

23. THREE RECURRING THEMES: THE 3Ps
PURPOSE
From making things, to
making things better
PRINCIPLES
Using values to deliver
enduring value
PARTICIPATION
Involving people, instead of
interrupting them

24. THANK YOU