It Pays to Share: How Brands in Brazil Can Rediscover the Virtue of Sharing
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Edelman’s new consumer brand study found that an overwhelming majority (90 percent) of people across eight countries want marketers to more effectively share their brands. Yet on average, only 10 percent of people think any given brand does it well. brandshare™ measured six dimensions of sharing – shared dialog, shared experience, shared goals, shared values, shared product and shared history – and found a link between effective brand sharing and business value. Here you will find the results focused on the Brazilian market.
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It Pays to Share: How Brands in Brazil Can Rediscover the Virtue of Sharing
- 1. it pays to share Brazil findings
- 2. technology & social media ushered in new definitions for many familiar words friend like forward 2
- 3. but no word has seen a more profound shift in meaning than SHARE it‟s gone from a virtue to a click 3
- 4. ? it got us thinking… ? ? ? ? what if brands rediscovered the virtue of sharing? ? 4
- 5. if brands were to truly share… ? what would they have to do? would people want them to do it? is there business value in it for them? 5
- 6. to start, we identified 16 sharing behaviors for brands across 6 dimensions 1 listens and responds thoughtfully 2 gives many ways to ask questions and give opinions 3 invites people to share stories/experiences using their products and services with others 4 enables people to share info/stories/videos with friends 9 communicates openly and transparently about how products are sourced and made 10 conducts business in ways that align with people‟s values 11 gives back to the community 12 shares people‟s beliefs for helping the world 13 enables people to personalize products offers brand experiences beyond just using the product 14 invites people to test products, collaborate on design, and provide feedback links people and the brand online and in real life through events and activities 15 openly offers information on how the brand performs against competitors 7 asks people about their needs 16 [shares] company history or story 8 demonstrates it wants people to succeed at what‟s important to them 5 6 6 6
- 7. we then talked to… 11,000 people general online consumer population who report at least a minimal level of engagement* with brands in… 8 countries Brazil, Canada, China, France, Germany, India, UK, USA about… 212 brands 48 multi-national brands, plus approx. 30 “local” brands per country across… 12 industry sectors apparel, auto, beer/wine/spirits, consumer electronics, energy, FMCG, financial services, food & beverage, health & wellness, retail, technology, telecommunications through… 1 online survey 30 minute duration *to participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. brand engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter, wearing branded clothing, etc. 7
- 8. in Brazil we talked to… 1,000 people general online population who report at least a minimal level of engagement with brands in… 27 states controlled, distributed sample 68 brands evaluated 48 multi-national brands, plus 20 “local” brands about… 8
- 9. to find out… IMPORTANCE which sharing behaviors are most important to people? INTEREST how important are those behaviors and do people want more of them? INTENT do people use, purchase or recommend brands that share? 9
- 11. 90% 10% of people globally want brands to share of people globally think brands do it well Q13: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [Percent of people who selected “JUST RIGHT” or “NOT ENOUGH”] Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND] 11
- 12. 87% 16% of people in Brazil want brands to share of people in Brazil think brands do it well Q13: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [Percent of people who selected “JUST RIGHT” or “NOT ENOUGH”] Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND] 12
- 13. there’s a gap between what’s important to people and what brands deliver gap (performance – importance) SP: Openly offers information on how the brand performs against competitors Importance Performance 54% 17% SV: Communicates openly and transparently about how products are sourced and made 54% 12% SG: Asks people about their needs SD: Listens & responds thoughtfully 51% 10% 10% SV: Gives back to community SV: Conducts business in ways that align with people’s values 49% 12% 46% 10% SH: [Shares] the company history/story SP: Invites people to test products, collaborate on design and provide feedback 49% 45% 17% 45% 9% SD: Gives many ways to ask questions and give opinions SP: Enables people to personalize products 44% 11% 11% SV: Shares people’s beliefs for helping the world 11% SE: Offers brand experiences beyond just using the product 42% 10% SG: Demonstrates it wants people to succeed at what’s important to them 43% 11% SD: Invites people to share stories/experiences using their products and services with others 39% 36% 32% 8% SE: Links people and the brand online and in real life through events and activities SD: Enables people to share info/stories/videos with friends 9% 30% 9% 25% Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box] Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND] 13
- 14. in Brazil, brand performance is similar, but enthusiasm runs higher, increasing the expectation gap gap (performance – importance) SG: Asks people about their needs Importance Performance SP: Openly offers information on how the brand performs against competitors SP: Invites people to test products, collaborate on design, and provide feedback SD: Gives many ways to ask questions and give opinions SV: Gives back to the community SD: Listens and responds thoughtfully SV: Shares people's beliefs for helping the world 77% 22% 76% 13% 74% 15% SH: [Shares] company history or story SV: Communicates openly and transparently about how products are sourced and made 80% 15% 73% 22% 73% 16% 73% 15% 72% 12% 69% 13% SE: Offers brand experiences beyond just using the product SG: Demonstrates it wants people to succeed at what's important to them 68% 14% 14% SP: Enables people to personalize products 63% 13% SV: Conducts business in ways that align with people's values 68% 13% SD: Invites people to share stories/experiences using their products and services with others 62% 61% 12% SE: Links people and the brand online and in real life through events and activities SD: Enables people to share info/stories/videos with friends 13% 60% 12% 50% Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box] Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND] 14
- 15. people reward brands that share sharing correlates strongly with actions that drive business value .1 .2 INTENT TO USE/TRIAL MODERATE INTENT TO PURCHASE LOW NONE STRONG INTENT TO RECOMMEND .3 correlation between brands that share and people‟s intent to use/trial, purchase and recommend that brand Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or service that brand offers 15
- 16. people in Brazil also strongly reward brands that share .2 .1 INTENT TO USE/TRIAL MODERATE INTENT TO PURCHASE INTENT TO RECOMMEND LOW STRONG NONE .3 correlation between brands that share and people‟s intent to use/trial, purchase and recommend that brand Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or service that brand offers 16
- 17. enthusiasm for brand sharing translates directly into driving business outcomes in Brazil Brazil results indexed to global and developing country averages Global Developing stated importance 1.0 1.5 1.6 Global & Developing unmet demand 1.0 1.1 Global Brazil & Developing derived importance* 1.0 1.1 * brand performance vs. willingness to recommend 17
- 18. how can a brand share? 18 18
- 19. the six dimensions of sharing we converse we believe in the same things we do things together we create together we want to achieve the same things we know the same story 19 19
- 20. there is a hierarchy of sharing… each individual dimension of sharing drives business value at the far right end of the business value axis, shared history and shared product drive the most value for brands globally but there is also a compounding effect to sharing. the more dimensions of sharing you practice, the greater the business value from each correlation to consumer intent to recommend BUSINESS VALUE OF SHARING* *illustrative representation Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers 20
- 21. but there is more to the story less demanded forms of sharing tend to be more prevalent but drive less business value, possibly because execution is out of sync with people‟s expectations history is significantly more influential than its demand would suggest GREATER UNMET DEMAND DEMAND FOR SHARING* consumers who desire more the y-axis of demand for sharing shows that more substantive, involving dimensions are in higher demand; they are also in scarcer supply STRONGER LINK TO CONSUMER BEHAVIOR correlation to consumer intent to recommend BUSINESS VALUE OF SHARING* *illustrative representation Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH]. Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers 21
- 22. higher order sharing is in high demand in Brazil, while shared history remains a quiet driver GREATER UNMET DEMAND DEMAND FOR SHARING* consumers who desire more STRONGER LINK TO CONSUMER BEHAVIOR correlation to consumer intent to recommend BUSINESS VALUE OF SHARING* *Illustrative representation Q13: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [NOT ENOUGH]. Q18a: For each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers 22
- 23. 1 listens and responds thoughtfully 2 gives many ways to ask questions and give opinions 3 invites people to share stories/experiences using their products and services with others 4 enables people to share info/ stories/videos with friends SHARED DIALOG spark a meaningful conversation
- 24. shared dialog is the first step toward sharing your brand with people of all ages % of people who want brands to do more listening and thoughtful responding to their opinions [by age group] on average, 40% of people want your brand to engage in more meaningful conversations with them people want you to listen, show genuine interest and, most importantly, act on what you hear Q1: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ] 24
- 25. in Brazil, older generations are the most demanding of deeper dialog % of people who want brands to do more listening and thoughtful responding to their opinions [by age group] 41% of people in Brazil, on average, say they want your brand to engage in more meaningful conversations with them, with interest only growing with age Q1: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ] 25
- 26. CASE STUDY AXE* Voices, the brand‟s community managers, create and distribute lifestyle and product content across social channels and spend hours every day responding to virtually every comment or message directed at the brand. by humanizing the brand, AXE has attracted almost 4.5 million fans. AXE likes what its fans like and engages with its community to show fans that AXE is more than just a can of body spray. *Edelman Client 26 26
- 27. 5 offers brand experiences beyond just using the product 6 links people and the brand online and in real life through events and activities SHARED EXPERIENCE make every occasion special
- 28. experiences need to be about people, not about your brand people everywhere want to share experiences with brands people in developing markets are particularly enthusiastic, yet in developed markets the novelty seems to be wearing thin the study suggests shared experiences need to be as much about people‟s interests as they are about products to rekindle their business value Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5 Point Scale, Top 2 Box: Average: “Creates experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “] 28
- 29. shared experience is highly relevant in Brazil, similar to other developing markets Brazil closely resembles other developing markets in the level of importance people assign to shared experiences with brands and their desire for more of them Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5 Point Scale, Top 2 Box: Average: “Creates experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “] 29
- 30. CASE STUDY Heineken's* Departure Roulette recognized and rewarded its audiences' thirst for spontaneity and adventure with an airport-based experience that enticed people to take a leap of faith by trading in the air tickets in their hands for a trip to an unknown destination. this experience was as much about people‟s desire for adventure as it was about the brand‟s positioning. *Edelman Client 30 30
- 31. 7 asks people about their needs 8 demonstrates it wants people to succeed at what’s important to them SHARED GOALS lend an ear and a ladder
- 32. people want brands to help them reach goals whether it‟s being a great parent or having a secure financial future, 90% of people recognize and value the role that brands play in enabling the achievement of goals but people would rather be asked what they need before being told how to get there % of people who think brands asking about their needs rather than just telling them about their products is one of the most important sharing behaviors [by industry category] this is most true in product categories where people aren‟t always confident in their knowledge or expertise, such as financial services and technology Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about my needs and doesn‟t just try to sell me products”] 32
- 33. Brazilians particularly want brands to share their goals similar to the rest of the world, 87% of people in Brazil recognize and value the role that brands play in enabling the achievement of goals % of people who think brands asking about their needs rather than just telling them about their products is one of the most important sharing behaviors [by industry category] their rating of the importance of asking about their needs is higher in every industry vs. more developed markets, which is further emphasized by the highest unmet demand for any sharing behavior Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about my needs and doesn‟t just try to sell me products”] 33
- 34. CASE STUDY Adidas* understands that people's performance aspirations are as individual as they are. the brand literally lives, runs and practices with people to understand their goals and motivations. the brand recently asked dozens of women to photograph something that motivated them to work out and the result challenged the brand‟s preconceptions about people‟s goals and informed new product development. *Edelman Client 34 34
- 35. 9 communicates openly and transparently about how products are sourced and made 10 conducts business in ways that align with people’s values 11 gives back to the community 12 SHARED VALUES shares people’s beliefs for helping the world stand up for what you stand for
- 36. you can place a value on your brand’s values MODERATE 92% of people want to do business with companies that share their beliefs LOW a strong correlation proves that people buy, use and recommend products whose values they share STRONG NONE .3 correlation between brands that demonstrate shared values and consumers’ intent to recommend that brand Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers 36
- 37. there is also value to sharing brand values in Brazil MODERATE similar to the rest of the world, 88% of people in Brazil want to do business with companies that share their beliefs yet business behavior and demand for shared values are uniquely lower in Brazil vs. shared goals, possibly illustrating a market still building the depth of its relationship with brands LOW STRONG NONE .3 correlation between brands that demonstrate shared values and consumers’ intent to recommend that brand Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers 37
- 38. translate your values into tangible actions nearly 50% of people want you to be more open and transparent about how your products are made and sourced 4 in 10 people want you do more to give back to the community % of people who want brands to share more of their values Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH] 38
- 39. Brazilians share the desire for tangible demonstrations of a brand’s values % of people who want brands to share more of their values more than 4 in 10 people want brands to be more open and transparent about sourcing, offer greater help for communities, and share their beliefs on how to help the world Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH] 39
- 40. CASE STUDY Mars* is a model of transparency and a global force for good in sustainable cocoa sourcing and supply chain management. the brand has invested heavily in research and local agriculture and pledged to buy 100% of its cocoa, coffee, tea, fish and palm oil from third-party certified sustainable sources by 2020, which can be tracked on its website. *Edelman Client 40 40
- 41. 13 enables people to personalize products 14 invites people to test products, collaborate on design, and provide feedback 15 openly offers information on how the brand performs against competitors you’ve got to give to get SHARED PRODUCT
- 42. people have a lot to give… if they could, they would come to your R&D labs, your design studios or anywhere else products are designed and developed 9 out of 10 people want a hand in creating your products % of consumers who want opportunities to share in the design & development process Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”] 42
- 43. people in Brazil assign higher importance to shared products than any other country it therefore comes as no surprise that 88% of Brazilians want a hand in co-creating your products % of consumers who want opportunities to share in the design & development process Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”] 43
- 44. it’s critical that what they receive in return is honest and open 9 out of 10 people want you to be as transparent about your products‟ performance as you are about your values TRANSPARENCY IS MOST IMPORTANT IN: TECHNOLOGY ELECTRONICS AUTOMOTIVE APPAREL it‟s the most important of all the brandshare behaviors in seven out of twelve tested industries BEER, WINE, SPIRITS RETAIL FMCG/CPG rank of openly sharing product performance data vs. other sharing behaviors based on stated importance Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11: please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly share information on how the brand compares with competitors”] 44
- 45. in overall importance, honesty and openness about product performance in Brazil was the single highest scoring behavior worldwide 87% of people in Brazil want you to be as transparent about your products‟ performance as you are about your values transparency is ranked first in 5 of the twelve tested industries, and is among the top 3 most important of all the brandshare behaviors in 11 out of 12 TRANSPARENCY IS TOP 3 IMPORTANCE IN: APPAREL HOUSEHOLD GOODS FOOD & BEVERAGE BEER, WINE, SPIRITS FMCG/CPG FINANCIAL SERVICES AUTOMOTIVE ENERGY TELECOMMUNICATIONS ELECTRONICS TECHNOLOGY rank of openly sharing product performance data vs. other sharing behaviors based on stated importance Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11: please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly share information on how the brand compares with competitors”] 45
- 46. CASE STUDY Adobe* understands that a product made with people best serves people„s needs, so the company invites people to beta test their products. these open and public previews actively ask people to experience and evaluate new products, innovations and technologies. Adobe‟s recent invitation to beta test Adobe® Photoshop® Lightroom® marks the fifth consecutive version Adobe has offered for public preview and testing prior to its final release. *Edelman Client 46 46
- 47. 16 shares company history or story SHARED HISTORY where you came from shapes where you’re going
- 48. your history is secretly seductive although people don‟t explicitly demand that brands share their history, a shared, open brand heritage is one of the most powerful predictors of people‟s intent to purchase or recommend your brand MODERATE LOW STRONG NONE .3 correlation between brands that share their history and people’s intent to recommend that brand Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers 48
- 49. your history is seductive and openly important in Brazil low incremental demand for shared history follows the global pattern, although its stated importance is the highest of any country we studied MODERATE LOW STRONG NONE .3 correlation between brands that share their history and people’s intent to recommend that brand Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers 49
- 50. CASE STUDY Volkswagen* is among the most storied of all auto brands and one that embraces its roots even as it innovates the cars it brings to market. The brand's "Why VW" online platform showcases its history as a brand by and for the people. recognizing that many people have -- and want to share -- stories about their own history with the brand, “Why VW" solicits and showcases people's own stories about their history and experiences with Volkswagen. ® *Edelman Client 50 50
- 51. what can you do? 51 51
- 52. old model new model change your marketing communications ethos migrate from a linear, push model to an inclusive sharing model 52
- 53. harmonize your narrative create a single brand narrative with consumer needs and interests at the center 53
- 54. integrate your sharing redesign your existing engagement channels and properties to incorporate higher-value sharing 54
- 55. it pays to share .1 .2 INTENT TO USE/TRIAL MODERATE INTENT TO PURCHASE LOW NONE STRONG INTENT TO RECOMMEND .3 correlation between brands that share and people‟s intent to use/trial, purchase and recommend that brand Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or service that brand offers 55
- 56. it pays to share
Editor's Notes
- It’s accepted wisdom that marketers no longer solely own their brands. Brands are co-owned by people. Enabling that co-ownership is social media, the web and mobile technologies. There’s no shortage of opinion on topics ranging from content to crowd-sourcing to purpose-led programing, but there hasn’t been a comprehensive examination of what people expect of brands today or the ability to prioritize accordingly.Earlier this year, we looked at the intellectual capital and points of view in the marketplace related to consumer brand marketing and we realized there was a void. Which is what led us to brandshare, Edelman’s largest ever study of brands. Our aim is to provide an ethos and framework to help marketers succeed as co-owners of their brands
- Technology and social media have ushered in new definitions for many familiar words.Friend has morphed from someone with whom you have a close relationship to someone you may barely know but connect with on FacebookLiking has devolved from an active emotion to a casual social media interactionForward has changed from being synonymous with progress to being a command to distribute content
- But the word whose definition has changed the most is the word share.It has shifted from a virtue taught to children to a word most often associated with clicking a button.
- That got us thinking about co-ownership and what would happen if brands rediscovered the virtue of sharing:Being openGiving and takingRepresenting people’s interests as much as the brand’s own
- And so we asked ourselves if brands were truly to share, what would they have to do? What are the components of sharing? Do people really want brands to share?And we wanted to answer the question, “even if you prove that people want to share, is there business value in doing it?” Put it another way, does it pay to share?
- We identified 16 ways a brand could share. They fall into 6 clusters or dimensions and include:Shared Dialog – we have a conversation:The brand listens and responds thoughtfully to what people ask, say and suggestThe brand gives many ways to ask questions and for people to give opinionsThe brand invites people to share stories and experiences using their products and servicesAnd the brand invites people to share content with their friends and social networksShared Experience – we do things together:The brand offers experiences beyond using their productsAnd the brand connects with people online and off through activities and eventsShared Goals – we want the same things out of lifeThe brand asks people about their needsAnd the brand demonstrates it wants people to succeed at what’s important to themShared Values – we believe in the same thingsThe brand communicates openly and transparently about how its products are sourced and madeThe brand conducts its business in ways that are compatible with people valuesThe brand gives back to the communityAnd the brand shares peoples’ beliefs for helping the worldShared Product – we make the product togetherThe brand enables people to personalize their productsPeople are invited to collaborate on design, test products and provide feedbackAnd the brand openly offers information on how its products perform, even against its competitionShared History – we know the same storyThe brands openly shares its heritage with people
- We then conducted a large scale online study:We talked to 11,000 people with at least a minimal level of engagement with brands…….in eight countries including: Brazil, Canada, China, France, Germany, India, the UK and the USWe surveyed 2,000 people each in China, India and the USIn every other county, we surveyed 1,000 peopleWe asked people about 212 brands across the world. In each country, we interviewed people about approximately 70 local and multi-national brands across 12 industry sectors
- We surveyed 1,000 people in Brazil and evaluated 68 brands.
- We wanted to learn three things:The kinds of sharing people say they want from brandsWe gave people the list of 16 ways a brand could share and asked which are importantTo gauge real interest in these 16 types of sharing, we also asked people to tell us whether brands are doing them too much, not enough or just the right amount Importantly and distinctly from most attitudinal studies, we wanted to understand how people act when brands share. More specifically, we wanted to know whether there’s a link between a brand sharing and people choosing that brandAsking people to evaluate how well a handful of brands share across the 16 behaviors Then asking people which of that same handful of brands they buy, use or recommendWe separated out the two sides of the equation – their evaluation of how well a brand is sharing, and then these business outcome questions about each brand. Then we looked for a correlation between those two. When a brand was sharing more than others, did people want to use it more, purchase it more, recommend it more than other brands.
- 90 percent of people globally want brands to shareBut only 10% of people think that brands are sharing well.Brands may be sharing quite a bit, but not always in the ways people want or desire.
- In Brazil, 87% of people want brands to share, but only 16% believe brands are doing it well.
- People see a gap between the behaviors they believe are important for brands to do to build a relationship and how brands are actually performing against those behaviors
- People in Brazil are remarkably enthusiastic about brand sharing and place the highest levels of importance on brandshare behaviors over any other country surveyed. They perceive a large gap in performance by brands.
- Here’s why this really matters. There is a significant missed business opportunity when brands don’t share in the ways people want them to.As mentioned before, we analyzed correlations between brands sharing and business outcomes. This chart shows a strong correlation between brands that share and usage…an even stronger correlation between sharing and purchase…and a still-stronger correlation between a brand sharing and recommendation (the most reliable predictor of future behavior).Put another way, there is measurable business value in sharing a brand.
- In Brazil there is a strong correlation between brands that share and important business outcomes. What’s important to note is that the strongest correlation between brand sharing behaviors and people’s action in Brazil is with people’s intent to recommend, which is considered the most reliable predictor of people’s future behaviorPeople who believe that brands share in a good way, are significantly more likely to recommend them, purchase them and use them.This is the central finding of our study.
- People in Brazil express more enthusiasm about sharing than the global average and more than their developing market counterpartshave higher levels of demand for more sharing behaviors by brands and are more likely to reward brands that share than other countries.
- So, how does a brand share in the way that people want and that delivers business value?
- The first is to understand the value of individual sharing components and how to optimize them to connect people with brands.
- Each of these sharing dimensions has value when it comes to sharing a brand. The chart on this slide shows each dimension of sharing – from left to right– in order of their business value. Shared History, Shared Product, Shared Values and Shared Goals deliver more business value than Shared Experience and Shared Dialog – the types of activities that form the basis of the modern marketing playbookThe more you share, the better. That sounds intuitive, but our research proves that the more sharing behaviors a brand adopts, the higher the correlation to a business outcome
- The Y axis on this graph represents people’s desire for more sharingThere is high demand (including unmet demand) for higher-value forms of sharing – such as Shared Goals, Shared Values and Shared ProductLower-value forms of sharing – specifically Shared Dialog and Shared Experience– are in lower demand. This is due to two factors, including: general prevalence and misalignment of brand offering and people’s expectations.Shared History is unique in that there is a high correlation with business outcomes, but low demand for it. We’ll address this more deeply further in the presentation
- There are four behaviors within a shared dialog:Brands listening and responding thoughtfullyBrands giving people many ways to ask questions and give opinionsBrands inviting people to share stories using their productsBrands enabling people to share contentTwo of these behaviors – inviting people to share stories and enabling people to share content – are the target of a lot of brand energy and attention. You may think that if you’re doing these well, you have a shared dialog
- Shared dialog is the first step toward sharing your brand, but the dialog must be about more than sharing content. Sharing content is fine and people like it, but 40 percent of people we surveyed said that they want more meaningful conversations than they believe they’re currently having with brands. Those 40 percent of people want brands to:Offer more ways for people to ask questions and share opinions Listen thoughtfully and respond to what they hearBrands may think they’re doing this well, but people don’t always agree. They want more substantial sharing.
- In general, people in Brazil have the same levels of demand for deeper dialog as people around the worldThe exception is people aged 65 and older in Brazil, who have the highest unmet desire for brands to listen and thoughtfully respond to their opinions
- Axe (or Lynx) gets it right:This brand has a highly-engaged 4.5 million member communityIts community managers are real-life people who use their real names when distributing content or having conversations The content is highly relevant to the community – it’s what they want to talk about, not just what the brand wants to sayBut most importantly, the brand’s community managers spend hours each day responding to virtually every comment or message directed at the brandThis is a dialog that’s as much about people as it is about the brand
- Shared Experience includes:Offering people experiences beyond just using the productActivities and events that link people and the brandLike Shared Dialog, and as demonstrated by the illustration, this dimension of shared brand has both lower value and lower demand than other types of sharing
- Around the world, people like the experiences that brands offer. They’re often fun and enjoyable.But there’s a disconnect between how much people like participating in events and experiences and the level of importance people ascribe to them.In the developing world, there’s a good degree of symmetry between how much people like brand experiences and their importance. In mature markets, brand experiences are less persuasivebrandshare research suggests that in mature markets – where the novelty of branded experiences has expired – brands must recast experiences to be as much about people’s interests as they are about the brands themselves
- Brazil is similar to other developing markets in the level of importance its people place on shared experiences with brands. 64% of people in Brazil think shared experiences are important and 86% of people in Brazil people want it. But, as the Brazilian market matures, it is likely that events and experiences -- as they are currently conceived and executed – will not resonate as strongly or be as persuasive unless they migrate to being as much about people as they are about individual brands
- Heineken’s Departure Roulette got it right because it focused as much on its target consumer as Heineken did on the brand itselfThe Heineken guy is adventurous, but sometimes needs a catalyst to take advantage of new opportunitiesThe brand provided that opportunity through a New York-based airport-based experience that enticed people to trade in the air tickets in their hands for trips to unknown destinationsThe mechanic was simple: people were approached in the airport with the offer. Each person who accepted was asked to press a button on the side of a large branded panel, after which the name of a destination would appear. A Heineken representative would then exchange existing air tickets for ones to the new destinationThis was successful because it was about people as much as it was about the brand
- Shared Goals includes:Brands asking people about their needs and not just talking about productDemonstrating the brands wants people to succeed at what’s important to themAs our illustration shows, Shared Goals represents the first of the higher-order and more highly-demanded types of sharing.
- Our research suggests that people understand the role that brands play in helping them achieve their goals. People understand how products help them achieve goals like being great parents or attaining secure financial futuresPeople also appreciate the goal-enabling tools and resources brands often provide as part of their marketingBut people believe brands are failing short by not asking them because brands aren’t asking people about their needs before offering solutions. Despite all of the connectivity and conversations brands say they have with their consumers, people don’t believe brands do a good enough job asking them what they want to achieve in their livesParticularly pronounced in categories where people don’t feel as confident and knowledgeable financial, tech. But, was as seemingly straight forward categories like apparel, more than a quarter of people want more engagement around their needs.
- Similar to the rest of the world, 87% of people in Brazil recognize and value the role that brands play in enabling the achievement of goalsPeople in Brazil are slightly more likely to want brands to ask them about their aspirations before advising on how to achieve them
- Adidas understands what motivates its consumers because it asks in ways that goes beyond focus groups or even typical ethnographic research. The brand gets that people’s athletic and performance goals are as individual as they are. Recently, the brand asked dozens of women to submit a photograph of something that motivates them to work out. The surprising answer was a black dress – which challenges traditional assumptions about athletic performance
- Shared Values include:Communicating openly and transparently about how products are sourced and madeBrands conducting business in ways that align with people’s valuesBrands giving back to the communityBrands sharing people’s beliefs for helping the worldAgain, as the image demonstrates, this is a highly valuable and highly-desired dimension of sharing. It’s one in which many companies have invested time and resource.It’s a dimension of sharing that many companies think they are doing well, but it may not always be visible to the people they care about.
- Conventional wisdom that people prefer brands that share their values. Scores of studies have shown this to be the case.It’s been harder to prove a correlation between Shared Values and bottom line impact. But our brandshare study did find a strong correlation between brands that operate with values at their core and real business results.
- Similar to the rest of the world, 88% of people in Brazil want to buy products from brands that share their beliefs.It’s been hard to prove a correlation between Shared Values and bottom line impact. But our brandshare study did find a strong correlation between brands that operate with values at their core and real business results.
- While companies and brands may think they are sharing their values with people, people aren’t yet convinced. Nearly 40% of people don’t think brands are doing enough to demonstrate beliefs for helping the worldHere’s why – most often, activities in the sphere of shared Values are the province of a corporate communications function and not integrated into any consumer-facing engagementPeople want to know more about brands’ activities in these areas and they want to see tangible examples of them at work. Brands should broaden existing channels – including brand communities and branded events – to let people see your values at work.
- Demand for shared value behaviors in Brazil is on par with the rest of the worldMore than four out of ten people in Brazil want brands to be more transparent about how their products are made and sourced Four out of ten people also want brands to give back to the community and share people’s beliefs for helping the world It’s important to remember that many brands are deeply involved with their communities and hold themselves to high ethical standards. The problem is not how these companies operate – it is that they don’t effectively communicate what they do
- Many companies have sustainability goals and many brands hold themselves accountable for reaching themMars is particularly effective because the company gives people easy and engaging access to this information. Its goals are highly visibleThe brand invites people to track progressThe brand creates compelling behind the scenes content showing its sustainability efforts in action
- Shared Product isEnabling people to personalize productsInviting people to collaborate on design, beta-test products and provide feedbackOpenly offering information on how the brand performs, even against competitorsShared Product really has two sides – what people want to contribute to brands and what people expect from brands.
- People want to be involved with product and a large majority want the opportunity to contribute to brand development. It gives people a deep level of ownership this can often be as much perception as reality.This can often be as much perception as reality. People like to have the option to participate, even though many never will.
- People in Brazil are just as interested as the rest of the world in helping co-design and create products with brandsIn fact, 88% of people in Brazil want oppotuntieis to share in the design and development process withyouIt‘simportanttonotethatourresearchsuggeststhatbrandsreceivethe same creditwhetherpeoplechoosetoparticipate in productdevelopmentor not...people will givebrandcreditfor a sharedproduct just byofferingpeopletheopportunitytocontribute
- Transparency about product performance is the most important of the 16 behaviors brandshare tested in seven of the 12 industry sectors we examinedPeople desire and reward brands that are open and honest with them.
- 87% of people in Brazil want brands to be as transparent about your products’ performance as you are about your values.Transparency about your products’ performance is ranked one of the 3 most important brandshare behaviors in 11 out of 12 industries tested.
- Adobe recognizes the value of inviting people to participate in product development. Their recent introduction of Photoshop Lightroom represents the fifth time the brand has invited people to beta test the product before it launches in market. But what distinguishes Adobe from other beta tests is that it is open to the public and includes an open forum for sharing opinions. Adobe listens to what they hear and adapts its product accordingly. Adobe benefits two ways: products reflect people’s real needs and desires and people have the sense a sense of brand ownership that comes from actively participating in a brand’s development.
- Shared History is about involving people in a company history or story. It is unique amongst all of the brandshare dimensions.
- History is the most unusual of the kinds of sharing we looked at. We didn’t see huge demand or stated importance, but it is the most influential brandshare behaviorShared history personalizes and familiarizes a brand. In many ways, it makes it quite human, particularly when real stories about the real people behind the brand are told.A lot’s been written about heritage. Our data shows conclusively that it’s a ‘secret ingredient’. People won’t always tell you want it, but when they know it, they’ll respond.
- Similar to many other countries, shared history has the strongest correlation to people’s behavior in Brazil
- Volkswagen is a brand with a rich heritage and a lot of stories to tell. The brand’s Why VW social channel provides a highly-visible and engaging way for the brand to share its history. But Volkswagen also recognizes that people have their own history with the brand and their own stories to tell. So, Why VW is also a platform for people to share their own stories as well, making it a truly shared history.
- The first mandate for marketers is to change their marketing ethosEvolve from the old model on the left side of this slide – one that is linear, where most of the brand development action happens behind real or figurative ‘closed doors’ until it is completed. In this model consumers are the end point,The sharing model on the left recognizes the value of including people at every stage of the brand development process
- The second mandate is to create a singular brand narrative.Companies do a great job of communicating their Values and History e to a broad range of stakeholders. Unfortunately too often, consumers aren’t one of them.Corporate Communications and Brand Marketing teams must collaborate on actively engaging people in the full breadth of a brand’s story
- Social and experiential channels become more valuable when they incorporate the types of sharing people want, so the third mandate for marketers is to integrate sharing across all channels:Redesign communities to actively listen and respond to people’s questions, ideas and needs. Use them to invite people to collaborate on productsReconsider branded experiences to incorporate Shared Values and Shared GoalsRecalibrate marketing communications to more fully share your brand
- Remember, we now know it’s not just nice to show, it is a business imperative.There is a business correlation between brands that share, including outcome usage, purchase and recommendation.