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The Participation Brand Index

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iris’ latest research study, exploring how Participation Brands are designing content and experiences to suit modern consumers’ lives.

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The Participation Brand Index

  1. 1. 11Confidential © 2016
  2. 2. 22Confidential © 2016 THE CONTEXT
  3. 3. 33Confidential © 2016Confidential © 2016 89% of advertising not noticed or remembered at all. £515 billion per annum wasted on ‘wallpaper’. Audiences who either don’t like you, ignore you or actively block you. Is marketing today an impossible job? DISENGAGEMENT IS A MAJOR ISSUE FOR MARKETERS Remembered positively Remembered negatively Wasn’t noticed or remembered ADVERTISING/MARKETING GREAT BRITAIN TOTAL SPEND £18.3 BILLION GLOBAL MONTHLY ACTIVE USERS (MOBILE ADBLOCKING BROWSERS) Source: Page Fair 2016 198M 237M 270M 334M 376M Jan 2015 April 2015 July 2015 Oct 2015 Jan 2016 Source: Dave Trott, ‘Predatory Thinking’ 2
  4. 4. 44Confidential © 2016Confidential © 2016 But a new breed of brand is not just surviving, but thriving. They are ingraining themselves in our lives and culture more successfully than ever before. They are Participation Brands. PARTICIPATION BRANDS ARE DIFFERENT ADVERTISING/MARKETING GREAT BRITAIN TOTAL SPEND £18.3 BILLION GLOBAL MONTHLY ACTIVE USERS (MOBILE ADBLOCKING BROWSERS) Source: Page Fair 2016 Source: Dave Trott, ‘Predatory Thinking’ 2
  5. 5. 55Confidential © 2016 Consumers are increasingly able to live their life within their own networks, on their own terms, without the need for brands to tell them what to think and do. They therefore respond only to brand experiences that feel less like marketing and more like culture; that feel like they come from their world, not a brand’s world. . THEY UNDERSTAND THAT BRANDS DON’T INFLUENCE PEOPLE, PEOPLE DO.
  6. 6. 66Confidential © 2016 Audiences are actively participating with and promoting the brands they feel actively enhance their lifestyles. The brands mobilising their market in this way are the ones developing products, services and marketing that add value to popular culture, their passion points and the communities they want to develop relations with. How do they do this? The Participation Brand Index is designed to explore this. AND GET THEIR MARKET DOING THE MARKETING
  7. 7. 77Confidential © 2016 THE STUDY
  8. 8. 88Confidential © 2016 That’s why our campaigns are designed around consumers first and foremost. They’re about the stuff that people are truly interested in and value; popular culture, their passion points, the friends and communities that they want to develop relationships with, new tools and ideas that help them live their lives in more exciting and efficient ways. Their campaigns that are super engaging and shareable. So your market will participate - and help do your marketing for you - growing your reach and impact exponentially. THE PARTICIPATION BRAND INDEX
  9. 9. 99Confidential © 2016 HOW IT WORKS PERSONALISATION INVOLVEMENT PERFORMANCE MEASURESEMOTIONAL RESPONSE EXPERIENCE PURPOSE POP CULTURE DATA AUTHENTICITY LIFESTYLE PERSONALITY SHOPPING CONTENT INFLUENCE INNOVATION 5 MARKETS, 177 BRANDS, 6 SECTORS A quantitative survey was completed by a nationally representative sample in 5 markets across the globe: USA, UK, Brazil, Thailand and Australia. A total of 14,000 consumers revealed their buying habits and emotional responses to a set of brands across six sectors. They then answered in depth questions relating to the brand’s role in their lifestyles and wider culture including topics from innovation to purpose.
  10. 10. 1010Confidential © 2016Confidential © 2016 RETURN ON INVOLVEMEN T The study revealed a strong relationship between consumer involvement and a brand’s ability to command a premium and drive memorability. The study also shows a correlation between participation and NPS. Every 8 points achieved on the Participation Brand Index is worth a 1 point increase in NPS.
  11. 11. 1111Confidential © 2016Confidential © 2016 A 3 year investment in the top 20 global brands in the Participation Brand Index would have earned a return 4 times that of the bottom 20 brands. An investment in the top 10 brands in the Index would have produced a return double that of the S&P 500 each year over the past 3 years. PARTICIPATION BRANDS OUTPERFORM THE MARKET A 3 year investment in the top 20 global brands in the Participation Brand Index would have earned a return 4 times that of the bottom 20 brands. An investment in the top 10 brands in the Index would have produced a return double that of the S&P 500 each year over the past 3 years.
  12. 12. 1212Confidential © 2016Confidential © 2016 THE TOP GLOBAL BRANDS Number 1 brand Number 1 brand for Millennials Number 1 Auto Number 1 Travel Number 1 Retail Number 1 FMCG Number 1 Alcohol
  13. 13. 1313Confidential © 2016Confidential © 2016 THE PILLARS OF PARTICIPATI ON
  14. 14. 1414Confidential © 2016 1. PASSIONATE PURPOSE More than just a position in the category or a point of view on the world, a driving force behind all brand behaviour that gives everything you do an authentic passion, purpose and potency
  15. 15. 1515Confidential © 2016 1/ PASSIONATE PURPOSE More than just a position in the category or a point of view on the world, a driving force behind all brand behaviour that gives everything you do an authentic passion, purpose and potency 2. CULTURE SHAPING All brands today are busy trying to borrow from or surf culture. If you want to really cut through you have to bring something genuinely fresh to the party and act more like a cool host than an overbearing guest.
  16. 16. 1616Confidential © 2016 1/ PASSIONATE PURPOSE More than just a position in the category or a point of view on the world, a driving force behind all brand behaviour that gives everything you do an authentic passion, purpose and potency 3. PEOPLE POWERED Celebrating and involving real people can’t be just a bolt-on to campaign development. It’s a fundamental pillar of modern brand building if you want to drive affinity , adoption and advocacy. We will always strive to find relevant ways to help brands feel ‘of’, not just ‘for’ their audience.
  17. 17. 1717Confidential © 2016 4. CATEGORY INNOVATING It’s easy for cultural marketing to get disconnected from the role of your product in people’s lives and the ultimate job of helping them buy. We look to bring all this together to ensure you’re offering something more interesting, exciting and relevant in the context of the consumer relationship.
  18. 18. 1818Confidential © 2016 1/ PASSIONATE PURPOSE More than just a position in the category or a point of view on the world, a driving force behind all brand behaviour that gives everything you do an authentic passion, purpose and potency 5. DISTINCTIVE CHARACTER A truly distinctive character allows people to quickly, instinctively recognise and feel affinity for a brand. The most powerful are multi-faceted , provocative and reinforced simply through body language and iconography in every brand experience.
  19. 19. 1919Confidential © 2016 THE DATA Example: UK data
  20. 20. 2020Confidential © 2016 Example: UK data THE DATA
  21. 21. 2121Confidential © 2016 For more information contact enquiries@iris-worldwide.com For more stories visit www.participationindex.iris-worldwide.com

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