SlideShare a Scribd company logo
1 of 44
Download to read offline
Innovation and the
Earned Brand
China
The Earned Brand | Edelman 2015 | pg 2
Four insights:
People believe in
the promise of
innovation.
Consumer
acceptance of
brand innovation
cannot be bought.
It must be earned.
While the promise
of innovation
inspires, people
first need to
be reassured.
“I rely on my
peers to reassure
me. Because their
experience is my
evidence.”
1 2 3 4
The Earned Brand | Edelman 2015 | pg 3
What is innovation?
A re-imagination of categories, products, services, operations,
models, design, etc. that create more value, for the brand and for
consumers.
And yet the Chinese consumers feel the pace
of business innovation is too fast
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and
industry today and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, China.
(2015 Edelman Trust Barometer)
19%
TOO
FAST
The Earned Brand | Edelman 2015 | pg 4
JUST
RIGHT
21% 59%
TOO
SLOW
28% 19% 51%
The Earned Brand | Edelman 2015 | pg 5
And what can the
rest of us learn
from this?
How do consumers see innovation?
What are the
factors that stop
consumers
accepting and
embracing
innovations?
What are
consumers’
real feelings
about innovation?
The Earned Brand Methodology
Timing
April – May 2015
Quantitative Online Survey
10 countries: U.S., Mexico, Brazil,
France, Germany, U.K., China, Japan,
India and Australia
10,000 respondents, nationally
representative of age, gender, and region
based on most recent country status data
Mobile Diaries
25 millennials, with them on their
mobiles, for 2 weeks, in Brazil, U.K.,
India, China and the U.S.
The Earned Brand | Edelman 2015 | pg 6
The Earned Brand | Edelman 2015 | pg 7
People believe in the
promise of innovation.
Insight 1
Q5P1: Please select the statement from each group that best represents how you feel.
(Innovation is just an overused term, it’s not leading to anything) vs. (Innovation is
essential for us today and it’s helping us to progress). Q5P4: Please select the statement
from each group that best represents how you feel. (Innovation is making us more and
more like robots) vs. (Innovation is opening the human spirit) 10-country global total and
in China.
The Earned Brand | Edelman 2015 8
Innovation inspires people
“When you look at
anything innovative,
it will inspire you
and make you feel
more energetic.”
Zhu X, 22, China
92%
innovation opens
the human spirit
innovation is essential
and it’s helping us
to progress
77%
94%
90%
In China, consumers believe that business has
the biggest role in finding the next big thing
Q15. Where do you think the next big thing will come from?
In China. The Earned Brand | Edelman 2015 | pg 9
BUSINESS INDIVIDUALS/
PEOPLE LIKE ME
ACADEMICS/
UNIVERSITIES
15%
87% 45% 30%
79% 36%
They believe that brand innovation should have
big goals with societal impact
Q14. What do you think the role of innovation is for brands today and in the future? (in the future)10-country
global total and in China.
to
improve
society
to push our
thinking as
a society
69% 66%63%
The Earned Brand | Edelman 2015 | pg 10
agree that brand innovation
needs to impact societyin9 10
73% 65% 71%
to let us be one
step ahead of
other countries
57% 54%
37%
24%
14% 14%
47%
40%
47%
43%
20%
35%
Technology Mobile Energy Healthcare Food and beverage Education
They want more innovation to come from traditional
industries
Q65: Thinking more specifically about the innovation in the products and services you use throughout your life, what industries do you see the most innovation in
TODAY? Q66: … what industries do you want to see innovation in TOMORROW? In China.
Percentage of China’s consumers who say they see innovation coming from each
industry sector today, and who want to see it from each sector tomorrow:
INNOVATION GAP
10
19
The Earned Brand | Edelman 2015 | pg 11
21
6
INNOVATION TODAY INNOVATION TOMORROW
WANT LESS TOMORROW WANT MORE TOMORROW
And they question your motives
66%
70%
65%
69%
67%
61%
65% 65%
67%
62%
65%
Global Australia U.K. U.S. Japan France Germany Brazil China India Mexico
Q14. What do you think the role of innovation is for brands today and in the future? (today) 10-country
global total and in China.
The Earned Brand | Edelman 2015 | pg 12
consumers believe brands
are innovating to make more
money for the company
in2 3
Global Australia U.K. U.S. Japan France Germany Brazil China India Mexican
The Earned Brand | Edelman 2015 | pg 13
Insight 2
Consumer acceptance
of brand innovation
cannot be bought.
It must be earned.
The stakes:
Because of their concerns, they’re not buying
Q27. Thinking about the below, please indicate which of the following you feel is happening in the world today. … IMPACT ON
PURCHASING DECISION 1 = Has no impact on what I buy … 4 = Makes me not want to buy something. In China.
say they will not buy
because of their concerns
The Earned Brand | Edelman 2015 | pg 14
90%
Privacy
issues
Being
always
on
Security Environment
3 in 5 have privacy concerns
Privacy concerns are especially strong in
Germany, the U.K., the U.S. and Australia.
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
The Earned Brand | Edelman 2015 | pg 15
Privacy
issues
58%
1 in 3 are concerned about
having to be always on
Germany and Brazil are most concerned;
Japan and China are less so.
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
The Earned Brand | Edelman 2015 | pg 16
Being
always on
36%
1 in 3 have security
concerns
Security concerns are highest in Japan
and the U.S., and less of an issue in
China.
The Earned Brand | Edelman 2015 | pg 17
Security
33%
“Some back door issues may
leak personal information,
including personal banking
details.”
Yao, China
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
And the majority have
concerns about the
impact on the environment
Environmental concerns are global,
but strongest in Europe and Latin America.
The Earned Brand | Edelman 2015 | pg 18
Impact on
environment
52%
“Technology and innovation bring
convenience, but it brings
problems, too. Cars change my life,
but too many cars result in air
pollution, traffic jams and parking
problems.”
Yao, China
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
The Earned Brand | Edelman 2015 | pg 19
Insight 3
While the promise of
innovation inspires,
people first need
to be reassured.
Consumers are twice as likely to want to be
reassured than inspired by a brand
Q35: When a brand tells me about something, I want it to…
“Reassure me of quality,” “Inspire me” 10-country global total
The Earned Brand | Edelman 2015 | pg 20
people want to be
REASSURED
in2 3
people want to be
INSPIRED
in1 3
We may be innovating,
but we are failing them as marketers
The Earned Brand | Edelman 2015 | pg 21
say brands are not moving
in the right direction in how
they communicate
in2 3
Q20: Thinking about change in the past 5 years, how do you feel the [ … ] industry has evolved in
relation to the following factors: How brands in this sector…(communicate with me) / (listen to
me) // (moving in wrong direction) 10-country global total.
They feel like brands are shouting at them.
In most markets, what brands say doesn’t feel real
Q21: Please indicate how much you agree or disagree with the following statements. (I’m getting bored/frustrated by
constantly being told I need to upgrade/update the products I already have.) (Top 2 box) 10-country global total and in
China.
The Earned Brand | Edelman 2015 | pg 22
57%
are bored/frustrated
by constantly being told
they need to upgrade/update
52%
The Earned Brand | Edelman 2015 | pg 23
Insight 4
“I rely on my peers to
reassure me. Because
their experience is
my evidence.”
We’ve always known that peers provide
recommendations, but today peers also help
convert purchasers
Q41: Thinking about the conversations you have online and offline with friends and other people like
you about brands, products and services you purchase, what impact do they have on you?
Build inspiration
Push
consideration
The Earned Brand | Edelman 2015 | pg 24
8%
18%
18%
36%
41%
31%
30%
37%
They get me
They give me a sense community
They suggest products/services
They push me to try new things
They make me trust the brand more
They help me make decisions
They help me overcome my concerns
about the product / service
They warn me about the risks
The impact of online/offline conversations about
brands with friends and other people like me:
Moment
of truth
The channels consumers rely on to be reassured are
peer-to-peer, rather than brand-to-consumer
When millennials want to learn about
brand innovation, their go-to channels
are peer-to-peer.
The Earned Brand | Edelman 2015 | pg 25
Brands win if they power the peer conversation
“Our unique
asset is our host
community.”
Nathan
Blecharczyk,
founder of AirBnB
Q36. How much do you agree or disagree with the following statements? in China.
The Earned Brand | Edelman 2015 | pg 26
67%
I trust a brand more if it
encourages me and and other
customers to review its
products and services
I trust a brand more if I find
it easy to review its
products and services
64%
82%
81%
The Earned Brand | Edelman 2015 | pg 27
The Earned Brand | Edelman 2015 | pg 28
The Earned Brand | Edelman 2015 | pg 29
The Earned Brand | Edelman 2015 | pg 30
Recommendation of
four brand behaviors
Two-thirds of consumers are undecided about
innovation. What do they need from brands?
Last mover First mover
8% 15%
Percent of respondents who fall into
each consumer innovation typology:
The Earned Brand | Edelman 2015 | pg 31
Methodology: Statistical analysis of consumer groupings based on their attitudes to brand innovation showed that 66% of
consumers are open to innovation—but have concerns that need to be addressed before they will buy. They also have specific
expectations for how brands must behave to address those concerns. Other consumers were either “first movers” (15%), “last
movers” (8%), or resistant to innovation (11%).
66%
Undecided Consumers
What undecided consumers need
from brands when it comes to innovation
The Earned Brand | Edelman 2015 | pg 32
Statistical analysis of consumer groupings based on their
attitudes to brand innovation, and their risk concerns.
Source: mobile diaries, qualitative groups
and quantitative segmentation
Reassure me about
my personal
concerns
Inspire me by
doing something
new and different
Show me how I
can participate
in your brand
Reassure me about
my societal
concerns
The 4 brand behaviors
that address consumer needs around innovation:
Have a
Purpose
Inform
and Educate
Make
your Mark
Live your
Character
Reassure me about
my personal
concerns
Inspire me by
doing something
new and different
Show me how I
can participate
in your brand
Reassure me about
my societal
concerns
The Earned Brand | Edelman 2015 | pg 33
Brand
Behaviors
Source: mobile diaries, qualitative groups
and quantitative segmentation
Inform
and Educate inform transparently so that
you can educate consumers
and help them make choices
The Earned Brand | Edelman 2015 | pg 34
Brand behaviors:
•  Explain your motive for innovating.
•  Address concerns about the social and
environmental impacts.
•  Engage and educate consumers across
different channels and platforms.
Consumer need:
I am empowered by
information. Give
me all the details
and let me go as
deep as I want.
To reassure me
about my personal
concerns
Source: mobile diaries, qualitative groups
and quantitative segmentation
Have a
Purpose
operate with purpose
to show how you fit into
the bigger picture and
are an active participant
in society
The Earned Brand | Edelman 2015 | pg 35
Consumer need:
I believe in progress—
but not at the cost of
hurting my community
or compromising my
values.
Brand behavior:
•  Be authentic.
•  Show that you value human interaction and
have respect for tradition and heritage.
•  Add value beyond your product and service.
To reassure me
about my societal
concerns
Source: mobile diaries, qualitative groups
and quantitative segmentation
Make
your Mark
make your mark by
doing something unique
or differentiating that is
worthy of attention
The Earned Brand | Edelman 2015 | pg 36
Consumer need:
I like to be inspired by
new ideas—as long
as they really are new
and different. Let’s
solve a problem in a
cool, creative way!
Brand behaviors:
•  Show how you stand out from the crowd.
•  Offer engaging content that is timely, has
resonance, and is entertaining.
•  Spark peer conversations and debate on
many channels with a clear and
consistent brand voice.
To inspire me by
doing something
new and different
Source: mobile diaries, qualitative groups
and quantitative segmentation
Live your
Character
live with character that is
true to your brand and has
a personality that consumers
can buy into
The Earned Brand | Edelman 2015 | pg 37
Consumer need:
Brands can help me
express my identity.
I want to look smart,
creative and
connected.
Brand behaviors:
•  Be transparent when it comes to
consumer privacy and sharing of data.
•  Offer inspirational, exciting brand
experiences in which consumers can
participate.
And show me how I
can participate in
your brand
Source: mobile diaries, qualitative groups
and quantitative segmentation
The Earned Brand | Edelman 2015 38
Case Study:
The Freshest Orange Juice
The Earned Brand | Edelman 2015 39
Case Study:
Samsung Safety Truck
Case Study:
Adobe Photoshop
Murder Mystery
The Earned Brand | Edelman 2015 41
Case Study:
Dove #Choosebeautiful
Recommendation: Four brand behaviors
The Earned Brand | Edelman 2015 | pg 42
Statistical analysis of consumer groupings based on their
attitudes to brand innovation, and their risk concerns.
Brand
Behaviors
Source: mobile diaries, qualitative groups
and quantitative segmentation
Have a
Purpose
Inform
and Educate
Make
your Mark
Live your
Character
The Earned Brand | Edelman 2015 | pg 43
Thank you.
Innovation and the
Earned Brand
The Earned Brand | Edelman 2015 | pg 44
For new business requests, please contact :
Sanjay Nair, Managing Director, Edelman Beijing (Sanjay.Nair@edelman.com)
Sonny Shen, Managing Director, Edelman Shanghai (Sonny.Shen@edelman.com)
For all other inquiries, please contact:
Rannie Boydston, Senior Marketing Manager, Edelman China
(Rannie.Boydston@edelman.com)

More Related Content

What's hot

Velti mobile whitebook 2013
Velti mobile whitebook 2013Velti mobile whitebook 2013
Velti mobile whitebook 2013
Andy Ryu
 
E marketer mobile_display_advertising-aspirations_revelations_and_frustrations
E marketer mobile_display_advertising-aspirations_revelations_and_frustrationsE marketer mobile_display_advertising-aspirations_revelations_and_frustrations
E marketer mobile_display_advertising-aspirations_revelations_and_frustrations
AdCMO
 

What's hot (20)

The top media trends that consumers don’t even know about
The top media trends that consumers don’t even know aboutThe top media trends that consumers don’t even know about
The top media trends that consumers don’t even know about
 
Reuters Tomorrows News 2018
Reuters Tomorrows News 2018Reuters Tomorrows News 2018
Reuters Tomorrows News 2018
 
What's Driving Digital Marketing in 2014? Conversant Research
What's Driving Digital Marketing in 2014? Conversant ResearchWhat's Driving Digital Marketing in 2014? Conversant Research
What's Driving Digital Marketing in 2014? Conversant Research
 
Velti mobile whitebook 2013
Velti mobile whitebook 2013Velti mobile whitebook 2013
Velti mobile whitebook 2013
 
What's Next: State of Social 10
What's Next: State of Social 10What's Next: State of Social 10
What's Next: State of Social 10
 
7 predictions about the future of media
7 predictions about the future of media7 predictions about the future of media
7 predictions about the future of media
 
Razorfish Outlook Report Vol 10
Razorfish Outlook Report Vol 10Razorfish Outlook Report Vol 10
Razorfish Outlook Report Vol 10
 
What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19
 
Social media essentials for 2021
Social media essentials for 2021Social media essentials for 2021
Social media essentials for 2021
 
T Viral Istanbul 21112006
T Viral Istanbul 21112006T Viral Istanbul 21112006
T Viral Istanbul 21112006
 
March 2013 White Paper
March 2013 White PaperMarch 2013 White Paper
March 2013 White Paper
 
Digital Australia Monthly Update - March 2014
Digital Australia Monthly Update - March 2014Digital Australia Monthly Update - March 2014
Digital Australia Monthly Update - March 2014
 
Digital Australia Monthly Update Session - February 2014
Digital Australia Monthly Update Session - February 2014Digital Australia Monthly Update Session - February 2014
Digital Australia Monthly Update Session - February 2014
 
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the ReboundWhat's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
 
Smmp11
Smmp11Smmp11
Smmp11
 
Tablet Marketing Whitepaper - August 2014
Tablet Marketing Whitepaper - August 2014Tablet Marketing Whitepaper - August 2014
Tablet Marketing Whitepaper - August 2014
 
Disruptive trends 2016 2018 par brian solis
Disruptive trends 2016 2018 par brian solisDisruptive trends 2016 2018 par brian solis
Disruptive trends 2016 2018 par brian solis
 
Guide to Marketing on Mobile
Guide to Marketing on MobileGuide to Marketing on Mobile
Guide to Marketing on Mobile
 
E marketer mobile_display_advertising-aspirations_revelations_and_frustrations
E marketer mobile_display_advertising-aspirations_revelations_and_frustrationsE marketer mobile_display_advertising-aspirations_revelations_and_frustrations
E marketer mobile_display_advertising-aspirations_revelations_and_frustrations
 
Marketing in a Digital World
Marketing in a Digital WorldMarketing in a Digital World
Marketing in a Digital World
 

Similar to Edelman - Innovation China

Silver Maple Communications Corporate Presentation Eng
Silver Maple Communications Corporate Presentation EngSilver Maple Communications Corporate Presentation Eng
Silver Maple Communications Corporate Presentation Eng
BruceKirby
 
Future Of Indian Brand
Future Of Indian BrandFuture Of Indian Brand
Future Of Indian Brand
guest34b8db
 
Future Of Indian Brand
Future Of Indian BrandFuture Of Indian Brand
Future Of Indian Brand
Anil Kumar
 

Similar to Edelman - Innovation China (20)

Innovation and the Earned Brand
Innovation and the Earned BrandInnovation and the Earned Brand
Innovation and the Earned Brand
 
2015 Earned Brand India
2015 Earned Brand India2015 Earned Brand India
2015 Earned Brand India
 
2015 Earned Brand Japan
2015 Earned Brand Japan2015 Earned Brand Japan
2015 Earned Brand Japan
 
Innovation and the Earned Brand - Japan
Innovation and the Earned Brand - JapanInnovation and the Earned Brand - Japan
Innovation and the Earned Brand - Japan
 
2015 Earned Brand Australia
2015 Earned Brand Australia2015 Earned Brand Australia
2015 Earned Brand Australia
 
Innovation and the earned brand study dutch results
Innovation and the earned brand study dutch resultsInnovation and the earned brand study dutch results
Innovation and the earned brand study dutch results
 
Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015
Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015
Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015
 
Authentic empathy: how marketers should respond to covid-19
Authentic empathy: how marketers should respond to covid-19Authentic empathy: how marketers should respond to covid-19
Authentic empathy: how marketers should respond to covid-19
 
Edelman UK Earned Brand
Edelman UK Earned Brand Edelman UK Earned Brand
Edelman UK Earned Brand
 
Edelman Earned Brand Global Report 2018
Edelman Earned Brand Global Report 2018Edelman Earned Brand Global Report 2018
Edelman Earned Brand Global Report 2018
 
Silver Maple Communications Corporate Presentation Eng
Silver Maple Communications Corporate Presentation EngSilver Maple Communications Corporate Presentation Eng
Silver Maple Communications Corporate Presentation Eng
 
Silver Maple Communications
Silver Maple Communications Silver Maple Communications
Silver Maple Communications
 
UE Startups -- 9 Factors in Raising Funding in Silicon Valley
UE Startups -- 9 Factors in Raising Funding in Silicon ValleyUE Startups -- 9 Factors in Raising Funding in Silicon Valley
UE Startups -- 9 Factors in Raising Funding in Silicon Valley
 
2016 Earned Brand China
2016 Earned Brand China2016 Earned Brand China
2016 Earned Brand China
 
Future Of Indian Brand
Future Of Indian BrandFuture Of Indian Brand
Future Of Indian Brand
 
Future Of Indian Brand
Future Of Indian BrandFuture Of Indian Brand
Future Of Indian Brand
 
Nielsen Global New Product Innovation Report- June 2015
Nielsen Global New Product Innovation Report- June 2015Nielsen Global New Product Innovation Report- June 2015
Nielsen Global New Product Innovation Report- June 2015
 
FutureBrand Index 2018
FutureBrand Index 2018FutureBrand Index 2018
FutureBrand Index 2018
 
Earned Brand 2016 - Global Results
Earned Brand 2016 - Global ResultsEarned Brand 2016 - Global Results
Earned Brand 2016 - Global Results
 
Sustainability as a differentiating factor for brands and companies
Sustainability as a differentiating factor for brands and companiesSustainability as a differentiating factor for brands and companies
Sustainability as a differentiating factor for brands and companies
 

More from digitalinasia

For the win: Breaking down the preferences of Asia’s mobile gamers
For the win: Breaking down the preferences of Asia’s mobile gamersFor the win: Breaking down the preferences of Asia’s mobile gamers
For the win: Breaking down the preferences of Asia’s mobile gamers
digitalinasia
 
COINBASE - 2023 Crypto Market Outlook.pdf
COINBASE - 2023 Crypto Market Outlook.pdfCOINBASE - 2023 Crypto Market Outlook.pdf
COINBASE - 2023 Crypto Market Outlook.pdf
digitalinasia
 
Asia-Video-Industry - Report-2023.pdf
Asia-Video-Industry - Report-2023.pdfAsia-Video-Industry - Report-2023.pdf
Asia-Video-Industry - Report-2023.pdf
digitalinasia
 
China - State of Influencers 2023.pdf
China - State of Influencers 2023.pdfChina - State of Influencers 2023.pdf
China - State of Influencers 2023.pdf
digitalinasia
 
MESSARI - Crypto_Theses_2023.pdf
MESSARI - Crypto_Theses_2023.pdfMESSARI - Crypto_Theses_2023.pdf
MESSARI - Crypto_Theses_2023.pdf
digitalinasia
 
VAYNER3 - Web3 trends for 2023.pdf
VAYNER3 - Web3 trends for 2023.pdfVAYNER3 - Web3 trends for 2023.pdf
VAYNER3 - Web3 trends for 2023.pdf
digitalinasia
 

More from digitalinasia (20)

MONEY, TOKENS, AND GAMES:Blockchain’s Next Billion Users and Trillions in Value
MONEY, TOKENS, AND GAMES:Blockchain’s Next Billion Users and Trillions in ValueMONEY, TOKENS, AND GAMES:Blockchain’s Next Billion Users and Trillions in Value
MONEY, TOKENS, AND GAMES:Blockchain’s Next Billion Users and Trillions in Value
 
Digital-Trust-Whitepaper
Digital-Trust-WhitepaperDigital-Trust-Whitepaper
Digital-Trust-Whitepaper
 
CMC x Xangle Report.pdf
CMC x Xangle Report.pdfCMC x Xangle Report.pdf
CMC x Xangle Report.pdf
 
Emerging Giants in Asia Pacific.pdf
Emerging Giants in Asia Pacific.pdfEmerging Giants in Asia Pacific.pdf
Emerging Giants in Asia Pacific.pdf
 
State of Mobile Gaming - 2023
State of Mobile Gaming - 2023State of Mobile Gaming - 2023
State of Mobile Gaming - 2023
 
2023 Gaming Report.pdf
2023 Gaming Report.pdf2023 Gaming Report.pdf
2023 Gaming Report.pdf
 
For the win: Breaking down the preferences of Asia’s mobile gamers
For the win: Breaking down the preferences of Asia’s mobile gamersFor the win: Breaking down the preferences of Asia’s mobile gamers
For the win: Breaking down the preferences of Asia’s mobile gamers
 
COINBASE - 2023 Crypto Market Outlook.pdf
COINBASE - 2023 Crypto Market Outlook.pdfCOINBASE - 2023 Crypto Market Outlook.pdf
COINBASE - 2023 Crypto Market Outlook.pdf
 
Asia-Video-Industry - Report-2023.pdf
Asia-Video-Industry - Report-2023.pdfAsia-Video-Industry - Report-2023.pdf
Asia-Video-Industry - Report-2023.pdf
 
China - State of Influencers 2023.pdf
China - State of Influencers 2023.pdfChina - State of Influencers 2023.pdf
China - State of Influencers 2023.pdf
 
DENTSU - 2023 Global Ad Spend Forecasts.pdf
DENTSU - 2023 Global Ad Spend Forecasts.pdfDENTSU - 2023 Global Ad Spend Forecasts.pdf
DENTSU - 2023 Global Ad Spend Forecasts.pdf
 
FORRESTER - APAC Predictions2023.pdf
FORRESTER - APAC Predictions2023.pdfFORRESTER - APAC Predictions2023.pdf
FORRESTER - APAC Predictions2023.pdf
 
MESSARI - Crypto_Theses_2023.pdf
MESSARI - Crypto_Theses_2023.pdfMESSARI - Crypto_Theses_2023.pdf
MESSARI - Crypto_Theses_2023.pdf
 
SHOPIFY - Commerce_Trends_Report_2023 (1).pdf
SHOPIFY - Commerce_Trends_Report_2023 (1).pdfSHOPIFY - Commerce_Trends_Report_2023 (1).pdf
SHOPIFY - Commerce_Trends_Report_2023 (1).pdf
 
TALKWALKER - Social Media Trends 2023.pdf
TALKWALKER - Social Media Trends 2023.pdfTALKWALKER - Social Media Trends 2023.pdf
TALKWALKER - Social Media Trends 2023.pdf
 
VAYNER3 - Web3 trends for 2023.pdf
VAYNER3 - Web3 trends for 2023.pdfVAYNER3 - Web3 trends for 2023.pdf
VAYNER3 - Web3 trends for 2023.pdf
 
Warc - Marketers Toolkit 2023.pdf
Warc - Marketers Toolkit 2023.pdfWarc - Marketers Toolkit 2023.pdf
Warc - Marketers Toolkit 2023.pdf
 
Newzoo games esports_cloud_metaverse_trends_2022
Newzoo games esports_cloud_metaverse_trends_2022Newzoo games esports_cloud_metaverse_trends_2022
Newzoo games esports_cloud_metaverse_trends_2022
 
Humology Covid19 Research Oct 2020
Humology Covid19 Research Oct 2020Humology Covid19 Research Oct 2020
Humology Covid19 Research Oct 2020
 
Inca brand safety whitepaper
Inca brand safety whitepaperInca brand safety whitepaper
Inca brand safety whitepaper
 

Recently uploaded

Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Prof. Marcus Renato de Carvalho
 
Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdf
nehapardhi711
 

Recently uploaded (20)

How Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVRHow Your Platform Can Achieve a 90% Demo-to-Customer CVR
How Your Platform Can Achieve a 90% Demo-to-Customer CVR
 
How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024
 
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...The Impact of Technological Advancements on Elastic Webbing Production in Chi...
The Impact of Technological Advancements on Elastic Webbing Production in Chi...
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
 
The Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintActionThe Wide-Format Experience | PrintAction
The Wide-Format Experience | PrintAction
 
How to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO ResultsHow to Track, Measure & Communicate SEO Results
How to Track, Measure & Communicate SEO Results
 
A quick journey across brands, industries and people.
A quick journey across brands, industries and people.A quick journey across brands, industries and people.
A quick journey across brands, industries and people.
 
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a NationThe Wealth of a Homeonwers association is analogous to the wealth of a Nation
The Wealth of a Homeonwers association is analogous to the wealth of a Nation
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdfReport-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
Report-on-Tech-Marketing-in-B2B-fintech-industry-2024-1.pdf
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleBrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
 
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level AdvertisingBeyond the Basics: Enhanced Strategies for Next-Level Advertising
Beyond the Basics: Enhanced Strategies for Next-Level Advertising
 
Colgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdfColgate Palmolive Human Resources Management .pdf
Colgate Palmolive Human Resources Management .pdf
 
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.pptSES London 2009 Beyond Linkbait Greg Jarboe.ppt
SES London 2009 Beyond Linkbait Greg Jarboe.ppt
 
A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.
 
The ClearVoice Approach to Content Audits
The ClearVoice Approach to Content AuditsThe ClearVoice Approach to Content Audits
The ClearVoice Approach to Content Audits
 
Decentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdfDecentralized Physical Infrastructure (DePIN) Explained.pdf
Decentralized Physical Infrastructure (DePIN) Explained.pdf
 
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxUsing GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
 
Taking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation CampaignTaking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation Campaign
 

Edelman - Innovation China

  • 2. The Earned Brand | Edelman 2015 | pg 2 Four insights: People believe in the promise of innovation. Consumer acceptance of brand innovation cannot be bought. It must be earned. While the promise of innovation inspires, people first need to be reassured. “I rely on my peers to reassure me. Because their experience is my evidence.” 1 2 3 4
  • 3. The Earned Brand | Edelman 2015 | pg 3 What is innovation? A re-imagination of categories, products, services, operations, models, design, etc. that create more value, for the brand and for consumers.
  • 4. And yet the Chinese consumers feel the pace of business innovation is too fast Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, China. (2015 Edelman Trust Barometer) 19% TOO FAST The Earned Brand | Edelman 2015 | pg 4 JUST RIGHT 21% 59% TOO SLOW 28% 19% 51%
  • 5. The Earned Brand | Edelman 2015 | pg 5 And what can the rest of us learn from this? How do consumers see innovation? What are the factors that stop consumers accepting and embracing innovations? What are consumers’ real feelings about innovation?
  • 6. The Earned Brand Methodology Timing April – May 2015 Quantitative Online Survey 10 countries: U.S., Mexico, Brazil, France, Germany, U.K., China, Japan, India and Australia 10,000 respondents, nationally representative of age, gender, and region based on most recent country status data Mobile Diaries 25 millennials, with them on their mobiles, for 2 weeks, in Brazil, U.K., India, China and the U.S. The Earned Brand | Edelman 2015 | pg 6
  • 7. The Earned Brand | Edelman 2015 | pg 7 People believe in the promise of innovation. Insight 1
  • 8. Q5P1: Please select the statement from each group that best represents how you feel. (Innovation is just an overused term, it’s not leading to anything) vs. (Innovation is essential for us today and it’s helping us to progress). Q5P4: Please select the statement from each group that best represents how you feel. (Innovation is making us more and more like robots) vs. (Innovation is opening the human spirit) 10-country global total and in China. The Earned Brand | Edelman 2015 8 Innovation inspires people “When you look at anything innovative, it will inspire you and make you feel more energetic.” Zhu X, 22, China 92% innovation opens the human spirit innovation is essential and it’s helping us to progress 77% 94% 90%
  • 9. In China, consumers believe that business has the biggest role in finding the next big thing Q15. Where do you think the next big thing will come from? In China. The Earned Brand | Edelman 2015 | pg 9 BUSINESS INDIVIDUALS/ PEOPLE LIKE ME ACADEMICS/ UNIVERSITIES 15% 87% 45% 30% 79% 36%
  • 10. They believe that brand innovation should have big goals with societal impact Q14. What do you think the role of innovation is for brands today and in the future? (in the future)10-country global total and in China. to improve society to push our thinking as a society 69% 66%63% The Earned Brand | Edelman 2015 | pg 10 agree that brand innovation needs to impact societyin9 10 73% 65% 71% to let us be one step ahead of other countries
  • 11. 57% 54% 37% 24% 14% 14% 47% 40% 47% 43% 20% 35% Technology Mobile Energy Healthcare Food and beverage Education They want more innovation to come from traditional industries Q65: Thinking more specifically about the innovation in the products and services you use throughout your life, what industries do you see the most innovation in TODAY? Q66: … what industries do you want to see innovation in TOMORROW? In China. Percentage of China’s consumers who say they see innovation coming from each industry sector today, and who want to see it from each sector tomorrow: INNOVATION GAP 10 19 The Earned Brand | Edelman 2015 | pg 11 21 6 INNOVATION TODAY INNOVATION TOMORROW WANT LESS TOMORROW WANT MORE TOMORROW
  • 12. And they question your motives 66% 70% 65% 69% 67% 61% 65% 65% 67% 62% 65% Global Australia U.K. U.S. Japan France Germany Brazil China India Mexico Q14. What do you think the role of innovation is for brands today and in the future? (today) 10-country global total and in China. The Earned Brand | Edelman 2015 | pg 12 consumers believe brands are innovating to make more money for the company in2 3 Global Australia U.K. U.S. Japan France Germany Brazil China India Mexican
  • 13. The Earned Brand | Edelman 2015 | pg 13 Insight 2 Consumer acceptance of brand innovation cannot be bought. It must be earned.
  • 14. The stakes: Because of their concerns, they’re not buying Q27. Thinking about the below, please indicate which of the following you feel is happening in the world today. … IMPACT ON PURCHASING DECISION 1 = Has no impact on what I buy … 4 = Makes me not want to buy something. In China. say they will not buy because of their concerns The Earned Brand | Edelman 2015 | pg 14 90% Privacy issues Being always on Security Environment
  • 15. 3 in 5 have privacy concerns Privacy concerns are especially strong in Germany, the U.K., the U.S. and Australia. Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China The Earned Brand | Edelman 2015 | pg 15 Privacy issues 58%
  • 16. 1 in 3 are concerned about having to be always on Germany and Brazil are most concerned; Japan and China are less so. Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China The Earned Brand | Edelman 2015 | pg 16 Being always on 36%
  • 17. 1 in 3 have security concerns Security concerns are highest in Japan and the U.S., and less of an issue in China. The Earned Brand | Edelman 2015 | pg 17 Security 33% “Some back door issues may leak personal information, including personal banking details.” Yao, China Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
  • 18. And the majority have concerns about the impact on the environment Environmental concerns are global, but strongest in Europe and Latin America. The Earned Brand | Edelman 2015 | pg 18 Impact on environment 52% “Technology and innovation bring convenience, but it brings problems, too. Cars change my life, but too many cars result in air pollution, traffic jams and parking problems.” Yao, China Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
  • 19. The Earned Brand | Edelman 2015 | pg 19 Insight 3 While the promise of innovation inspires, people first need to be reassured.
  • 20. Consumers are twice as likely to want to be reassured than inspired by a brand Q35: When a brand tells me about something, I want it to… “Reassure me of quality,” “Inspire me” 10-country global total The Earned Brand | Edelman 2015 | pg 20 people want to be REASSURED in2 3 people want to be INSPIRED in1 3
  • 21. We may be innovating, but we are failing them as marketers The Earned Brand | Edelman 2015 | pg 21 say brands are not moving in the right direction in how they communicate in2 3 Q20: Thinking about change in the past 5 years, how do you feel the [ … ] industry has evolved in relation to the following factors: How brands in this sector…(communicate with me) / (listen to me) // (moving in wrong direction) 10-country global total.
  • 22. They feel like brands are shouting at them. In most markets, what brands say doesn’t feel real Q21: Please indicate how much you agree or disagree with the following statements. (I’m getting bored/frustrated by constantly being told I need to upgrade/update the products I already have.) (Top 2 box) 10-country global total and in China. The Earned Brand | Edelman 2015 | pg 22 57% are bored/frustrated by constantly being told they need to upgrade/update 52%
  • 23. The Earned Brand | Edelman 2015 | pg 23 Insight 4 “I rely on my peers to reassure me. Because their experience is my evidence.”
  • 24. We’ve always known that peers provide recommendations, but today peers also help convert purchasers Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? Build inspiration Push consideration The Earned Brand | Edelman 2015 | pg 24 8% 18% 18% 36% 41% 31% 30% 37% They get me They give me a sense community They suggest products/services They push me to try new things They make me trust the brand more They help me make decisions They help me overcome my concerns about the product / service They warn me about the risks The impact of online/offline conversations about brands with friends and other people like me: Moment of truth
  • 25. The channels consumers rely on to be reassured are peer-to-peer, rather than brand-to-consumer When millennials want to learn about brand innovation, their go-to channels are peer-to-peer. The Earned Brand | Edelman 2015 | pg 25
  • 26. Brands win if they power the peer conversation “Our unique asset is our host community.” Nathan Blecharczyk, founder of AirBnB Q36. How much do you agree or disagree with the following statements? in China. The Earned Brand | Edelman 2015 | pg 26 67% I trust a brand more if it encourages me and and other customers to review its products and services I trust a brand more if I find it easy to review its products and services 64% 82% 81%
  • 27. The Earned Brand | Edelman 2015 | pg 27
  • 28. The Earned Brand | Edelman 2015 | pg 28
  • 29. The Earned Brand | Edelman 2015 | pg 29
  • 30. The Earned Brand | Edelman 2015 | pg 30 Recommendation of four brand behaviors
  • 31. Two-thirds of consumers are undecided about innovation. What do they need from brands? Last mover First mover 8% 15% Percent of respondents who fall into each consumer innovation typology: The Earned Brand | Edelman 2015 | pg 31 Methodology: Statistical analysis of consumer groupings based on their attitudes to brand innovation showed that 66% of consumers are open to innovation—but have concerns that need to be addressed before they will buy. They also have specific expectations for how brands must behave to address those concerns. Other consumers were either “first movers” (15%), “last movers” (8%), or resistant to innovation (11%). 66% Undecided Consumers
  • 32. What undecided consumers need from brands when it comes to innovation The Earned Brand | Edelman 2015 | pg 32 Statistical analysis of consumer groupings based on their attitudes to brand innovation, and their risk concerns. Source: mobile diaries, qualitative groups and quantitative segmentation Reassure me about my personal concerns Inspire me by doing something new and different Show me how I can participate in your brand Reassure me about my societal concerns
  • 33. The 4 brand behaviors that address consumer needs around innovation: Have a Purpose Inform and Educate Make your Mark Live your Character Reassure me about my personal concerns Inspire me by doing something new and different Show me how I can participate in your brand Reassure me about my societal concerns The Earned Brand | Edelman 2015 | pg 33 Brand Behaviors Source: mobile diaries, qualitative groups and quantitative segmentation
  • 34. Inform and Educate inform transparently so that you can educate consumers and help them make choices The Earned Brand | Edelman 2015 | pg 34 Brand behaviors: •  Explain your motive for innovating. •  Address concerns about the social and environmental impacts. •  Engage and educate consumers across different channels and platforms. Consumer need: I am empowered by information. Give me all the details and let me go as deep as I want. To reassure me about my personal concerns Source: mobile diaries, qualitative groups and quantitative segmentation
  • 35. Have a Purpose operate with purpose to show how you fit into the bigger picture and are an active participant in society The Earned Brand | Edelman 2015 | pg 35 Consumer need: I believe in progress— but not at the cost of hurting my community or compromising my values. Brand behavior: •  Be authentic. •  Show that you value human interaction and have respect for tradition and heritage. •  Add value beyond your product and service. To reassure me about my societal concerns Source: mobile diaries, qualitative groups and quantitative segmentation
  • 36. Make your Mark make your mark by doing something unique or differentiating that is worthy of attention The Earned Brand | Edelman 2015 | pg 36 Consumer need: I like to be inspired by new ideas—as long as they really are new and different. Let’s solve a problem in a cool, creative way! Brand behaviors: •  Show how you stand out from the crowd. •  Offer engaging content that is timely, has resonance, and is entertaining. •  Spark peer conversations and debate on many channels with a clear and consistent brand voice. To inspire me by doing something new and different Source: mobile diaries, qualitative groups and quantitative segmentation
  • 37. Live your Character live with character that is true to your brand and has a personality that consumers can buy into The Earned Brand | Edelman 2015 | pg 37 Consumer need: Brands can help me express my identity. I want to look smart, creative and connected. Brand behaviors: •  Be transparent when it comes to consumer privacy and sharing of data. •  Offer inspirational, exciting brand experiences in which consumers can participate. And show me how I can participate in your brand Source: mobile diaries, qualitative groups and quantitative segmentation
  • 38. The Earned Brand | Edelman 2015 38 Case Study: The Freshest Orange Juice
  • 39. The Earned Brand | Edelman 2015 39 Case Study: Samsung Safety Truck
  • 41. The Earned Brand | Edelman 2015 41 Case Study: Dove #Choosebeautiful
  • 42. Recommendation: Four brand behaviors The Earned Brand | Edelman 2015 | pg 42 Statistical analysis of consumer groupings based on their attitudes to brand innovation, and their risk concerns. Brand Behaviors Source: mobile diaries, qualitative groups and quantitative segmentation Have a Purpose Inform and Educate Make your Mark Live your Character
  • 43. The Earned Brand | Edelman 2015 | pg 43 Thank you. Innovation and the Earned Brand
  • 44. The Earned Brand | Edelman 2015 | pg 44 For new business requests, please contact : Sanjay Nair, Managing Director, Edelman Beijing (Sanjay.Nair@edelman.com) Sonny Shen, Managing Director, Edelman Shanghai (Sonny.Shen@edelman.com) For all other inquiries, please contact: Rannie Boydston, Senior Marketing Manager, Edelman China (Rannie.Boydston@edelman.com)