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PSB + Aga Khan Foundation: United We Brand


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From Starbucks to Amazon to Walmart, there is enormous momentum to align business strategies with the realities of climate change, human rights and global economic development. Whether an organization is in the corporate, not-for-profit or civil society space, stakeholders want to know how they are working to improve lives and have a positive impact on the world. So in a world where corporate bottom lines are increasingly entangled with global bottom lines, how do organizations become better global stewards while still minding their financial cupboards?

Changing public attitudes and consumer appetites is a critical part of any public engagement strategy. Global Good is a strategy, and social listening is a powerful new tactic – the only way companies can engage with the world is to first listen to it. That’s where Brandwatch has become the go-to tool for so many to come together and realize the power of conversation – the act of speaking together. And so in this session, Aaron and Jason will discuss how the simple act of listening can have a profound impact on a company’s or organization’s brand salience. The art of intersecting your message with their values is realized by uniting one with the other, creating a partnership rooted in research and knowledge.

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PSB + Aga Khan Foundation: United We Brand

  1. 1. United We Brand October 17, 2017
  2. 2. MAJOR CHALLENGES Bigger opportunities
  3. 3. It’s a Big World Out There It’s a Big World Out There…
  4. 4. Everyone is Talking
  5. 5. Digital Platforms Are Today’s (Very Big) Town Hall
  6. 6. So Many Ways to Understand
  7. 7. Digital Platforms Are Today’s (Very Big) Town Hall
  12. 12. goals
  13. 13. 7,000,000,000
  14. 14. 43% Under 25
  15. 15. Not every campaign is a homerun 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Always #LikeAGirl Black Lives Matter (UK, 10%) Dove Real Beauty IKEA Brighter Lives for Refugees Innocent Chain of Good Kenco: Coffee Versus Gangs Pride (UK, 10%) Unilever Sustainable Living Plan SHARE OF AUTHORS CAMPAIGNS AND SENTIMENT Negative Neutral Positive
  16. 16. Feedback on these kinds of efforts often mixed As a white person, I feel like its not in my place to talk about black issues however I will stand with you all #BlackLivesMatter RT @GSElevator: #1: Dove's latest 'Real Beauty' campaign isn't brave; it's smart. Dove is owned by Unilever, maker of Ben & Jerry's and Klondike. I hate YouTube ads. But I will always watch the #LikeAGirl ads no matter how long they are ❤️❤️ It's official, I will never say 'like a girl' again. Good work @LauraLucyJones @Always #LikeAGirl #yms15 #shameonme
  17. 17. In fact, sometimes it’s hard to know if it was even worth it 19% 9% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Chain of good Coffee versus gangs INCREASEINPOSITIVITY HOW CAMPAIGNS IMPACT BRAND SENTIMENT
  18. 18. People Want To Feel Connected Wunderman/PSB Survey on Wantedness, Jan 2017
  19. 19. Their Values Need to Be Your Values Their Values Need to Be Your Values Wunderman/PSB Survey on Wantedness, Jan 2017
  20. 20. 70% OF MILLENNIALS want to work for a PURPOSEFUL COMPANY
  21. 21. 94%
  22. 22. You Will Be Weighed and Measured… You Will Be Weighed and Measured…
  23. 23. • More than 85% of consumers agree that a few select brands set the benchmark against which they judge all other brands Q. How strongly do you agree or disagree with the following statement? 12 15 61 63 26 22 U.S. U.K There are a few brands that set a standard for excellence against which I judge all other brands Strongly Agree Somewhat Agree Strongly/Somewhat disagree n=1003 n=1000 87% agree 85% agree You Have Been Weighed and Measured
  24. 24. And If You Are Found Wanting, They'll Dump You
  25. 25. • Roughly two-thirds of U.S. consumers – and more than half of U.K. consumers – prefer the “best” brands because their products and services exceed expectations Q. Why do you prefer to buy the “best” brands? You Can't Just Measure Up – You Have to Contribute 63 15 10 4 2 53 18 13 4 5 Their products and services exceed my expectations I know they provide new and exciting experiences They can be counted on to positively contribute to society I worry that I am missing out if I’m not buying from the best It makes me look good among my friends and colleagues Consumers Prefer the “Best” Brands Because… Ranked by U.S. U.S. U.K
  26. 26. • More than eight in ten consumers are loyal to brands that share their values Q. How strongly do you agree or disagree with the following statement? 11 16 57 56 32 28 U.S. U.K Brands I am loyal to share my values and make me feel good about supporting them Strongly Agree Somewhat Agree Strongly/Somewhat disagree n=1003 n=1000 89% agree 84% agree But If You Get It Right…
  27. 27. They’ll Call You George
  28. 28. Where Are You? Tactical Strategic Existing Conversation One Off Campaign Many Campaigns Live Your Brand