FutureBrand Index 2018
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The headlines and highlights from this year's FutureBrand Index – read more at https://www.futurebrand.com/futurebrand-index-2018.
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FutureBrand Index 2018
- 1. Headlines & highlights 15 November 2019 A unique brand perception study
- 2. The headlines 01 About the study 02 The rankings 03 Sector by sector 04 In summary 05 Agenda FutureBrand 3
- 3. …is this year’s fastest growing measure 4 Inspiring change for the better Future brands & FutureBrand
- 6. Buy fromWork for FutureBrand 7 Competitive advantage 0% 10% 20% 30% 40% 50% 60% I would like to work for this company 26% average 0% 10% 20% 30% 40% 50% 60% I would buy from this company 33% average &
- 10. FutureBrand 11
- 11. FutureBrand 12 Global top 100 companies by market capitalisation Com pany name Location Industry Rank +/- 31 March 2018 31 March 2009 Rank Market Cap ($bn) Rank Market Cap ($bn) Apple United States Technology 3 2 1 851 3 3 9 4 Alphabet United States Technology 2 0 2 719 2 2 1 10 Microsoft United States Technology 3 3 7 03 6 1 63 Amazon.com United States Consumer Services - 4 7 01 N/A 3 1 Tencent China Technology 7 5 4 96 N/A 1 3 BerkshireHathaway United States Financials 6 6 4 92 1 2 1 34 Alibaba China Consumer Services - 7 4 70 N/A - Facebook United States Technology - 8 4 64 N/A - JPMorgan Chase United States Financials 1 9 9 3 75 2 8 1 00 Johnson & Johnson United States Health Care -2 1 0 3 44 8 1 45 ICBC China Financials -7 1 1 3 36 4 1 88 Exxon Mobil United States Oil & Gas -1 1 1 2 3 16 1 3 37 Bank of America United States Financials 7 4 1 3 3 07 87 4 4 SamsungElectronics Sou th Korea Consumer Goods 3 9 1 4 2 98 5 3 6 1 Roy al Du tch Shell United Kingdom Oil & Gas -6 1 5 2 63 9 1 39 Walmart United States Consumer Services -1 3 1 6 2 64 3 2 04 ChinaConstruction Bank China Financials -4 17 2 59 1 3 1 33 Wells Fargo United States Financials 3 7 1 8 2 56 5 5 6 0 Nestle Sw itzerland Consumer Goods -4 1 9 2 46 1 5 1 29 V isa United States Financials 5 8 2 0 2 46 7 8 4 2 Source: Bloomberg and PwC analysis
- 12. FutureBrand 13 Market capitalisation grew by 15% Nearly 40% of that growth driven by Chinese companies Technology still #1 sector, capturing 34% of value Global top 100 companies by market capitalisation
- 13. 3,000 global QualiQuant ‘informed opinion’ interviews Type of relationship/feelings about the company Purpose attributes Experience attributes Where it is today/in 3 year’s time Would you like to work for/ buy from this company Future potential FutureBrand 14 Our methodology
- 14. ExperiencePurpose FutureBrand 15 & Build a strong emotional connection Redefine the category Make people’s lives better Deliver sustainable business value Have a compelling vision for the future Create engaging experiences at every touchpoint.
- 15. FutureBrand 16
- 16. FutureBrand 17 ‘Future brands’ are not defined by age, sector, tech, or data savviness – but by their ability to consistently align experience with purpose.
- 17. FutureBrand 18
- 18. 2016 2018 2014 Consumer Services Sector Average 2018 FutureBrand 19 Pure-play tech brands facing a crisis of confidence 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% PERSONALITY STORY ATTACHMENT CONSISTENCY SEAMLESSNESS PEOPLE PLEASURE WELLBEING RESPECT MISSION INSPIRATION AUTHENTICITY INNOVATION THOUGHT LEADERSHIP INDIVIDUALITY INDISPENSABILITY RESOURCE MANAGEMENT PREMIUM 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% PERSONALITY STORY ATTACHMENT CONSISTENCY SEAMLESSNESS PEOPLE PLEASURE WELLBEING RESPECT MISSION INSPIRATION AUTHENTICITY INNOVATION THOUGHT LEADERSHIP INDIVIDUALITY INDISPENSABILITY RESOURCE MANAGEMENT PREMIUM
- 19. FutureBrand 20 Chinese brands on the up and up 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% PERSONALITY STORY ATTACHMENT CONSISTENCY SEAMLESSNESS PEOPLE PLEASURE WELLBEING RESPECT MISSION INSPIRATION AUTHENTICITY INNOVATION THOUGHT LEADERSHIP INDIVIDUALITY INDISPENSABILITY RESOURCE MANAGEMENT PREMIUM 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% PERSONALITY STORY ATTACHMENT CONSISTENCY SEAMLESSNESS PEOPLE PLEASURE WELLBEING RESPECT MISSION INSPIRATION AUTHENTICITY INNOVATION THOUGHT LEADERSHIP INDIVIDUALITY INDISPENSABILITY RESOURCE MANAGEMENT PREMIUM 2016 2018 2014 Consumer Services Sector Average 2018
- 20. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% PERSONALITY STORY ATTACHMENT CONSISTENCY SEAMLESSNESS PEOPLE PLEASURE WELLBEING RESPECT MISSION INSPIRATION AUTHENTICITY INNOVATION THOUGHT LEADERSHIP INDIVIDUALITY INDISPENSABILITY RESOURCE MANAGEMENT PREMIUM 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% PERSONALITY STORY ATTACHMENT CONSISTENCY SEAMLESSNESS PEOPLE PLEASURE WELLBEING RESPECT MISSION INSPIRATION AUTHENTICITY INNOVATION THOUGHT LEADERSHIP INDIVIDUALITY INDISPENSABILITY RESOURCE MANAGEMENT PREMIUM 2016 2018 2014 A tale of two titans FutureBrand 21
- 21. FutureBrand 22
- 25. FutureBrand 26 Old stalwarts rally
- 26. Consumer Goods and Services have confounded the old dogs/new tricks analogy this year with the resilient performance of a number of long- established, pre-millennium companies over the last five years. The winners here appear to not just have strong principles, but are prepared to invest in them by reinventing and innovating their brand experience. We see that there is a clear split between those that are successfully aligning brand experience with corporate purpose, and those that are not yet connecting the dots and appear more opaque in consumer minds. Walking the talk Consumer & Goods Services 40% of top 25 brands Old dogs, new tricks! Newer brands are mainly services-oriented FutureBrand 27
- 27. Media Entertainment & Emotion is the difference FutureBrand 28 Entertainment brands have with consumers. Distant Indifferent Close Admiration Passionate Index Average Sector Average Netflix Walt Disney Naspers Comcast 14% 20% 22% 25% 23% 36% 27% 15% 25% 12%15% 18% 14% 23% 37% 24% 18% 13% 30% 23% 11% 16% 9% 19% 8% 22% 8% 19% 34% 18% All listed Entertainment brands 43
- 28. Technology The impact tech has on our lives as consumers is pervasive and undeniable. While there is no doubt that a number of these companies will play a big part in shaping the future, quite how has become increasingly unclear with few being perceived to be moving ahead in three years’ time. Cross-sector declines in 2018 indicate a longer-term trend that while technology brings change and new experience, the point and purpose behind this change is sometimes less apparent. This is in stark contrast to their tech ‘cousins’ in the burgeoning Healthcare space. The future’s not set Nearly every technology company has fallen …but half are perceived as ‘companies of the future’ Are tech brands suffering a crisis in confidence? (unlike the healthcare sector) FutureBrand 29
- 29. HealthcareHealthcare everywhere Tech-inspired innovation now fusing with strong sense of mission Out of the labs, into people’s lives FutureBrand 30
- 30. Financial Ten years on from the economic crash, the Financial Services sector is grappling with a new set of challenges - most notably around data and the rise of artificial intelligence. While some brands are adapting and evolving, a number of others seem to be struggling in this Brave New World. The ability to create relevant and meaningful human experiences could be the key to future success and indeed, survival. Disrupted all over again Services More brands from the financial services sector on the Index than any other sector Rise of data, AI…and more Relevant and meaningful human experiences more important than ever Payments is key, China is leading the way FutureBrand 31
- 31. Premium & Lifestyle Leisure Competitive shift towards everyday lifestyle experiences FutureBrand 32
- 32. Industrials, & Manufacturing Telcos This broad sector of mighty monoliths is an exciting one. Far from being left behind, these companies epitomize the fightback of the long-established brands and are starting to receive deserved credit for reimagining and recasting their role, purpose and experience in order to stay relevant. These companies have worked hard to move beyond their original raison d’êtres and have embraced the 21st century with both hands. The next step is to rebuild and deliver genuine emotional connection with all stakeholders across the value chain. Reinventing relevance … rebuild and deliver genuine emotional connection with all stakeholders across the value chain FutureBrand 33 Sector Snapshot Industrials, Manufacturing and Telcos To what extent is each industry building an emotional connection with customers and other stakeholders? Distant Indifferent Close Admiration PassionateDistant Indifferent Close Admiration Passionate IndustrialsBasic materials 14% 30% 20% 22% 14% 22% 12% 17% 35% 12% 26% 17% 20% 30% 8% 19% 16% 21% 30% 14% 23% 15% 10% 36% 16% 2 1 3 2 14% 30% 16% 27% 13% 13% 33% 16% 27% 11% 14% 30% 20% 22% 14% 12% 35% 16% 26% 10% Index Average Sector Average BHP Dow Du Pont Index Average Sector Average GE Accenture Boeing S 86
- 33. 2016 2018 2014 BHP…for Personality 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 55% 60% PERSONALITY STORY ATTACHMENT CONSISTENCY SEAMLESSNESS PEOPLE PLEASURE WELLBEING RESPECT MISSION INSPIRATION AUTHENTICITY INNOVATION THOUGHT LEADERSHIP INDIVIDUALITY INDISPENSABILITY RESOURCE MANAGEMENT PREMIUM FutureBrand 34
- 34. Oil Gas & Problem & solution to energy vs. environment FutureBrand 35
- 36. FutureBrand 37 Inspiring change for the better Old vs. new Purpose & Experience Healthcare everywhere China is coming In summary
- 37. Sydney 267 Cleveland Street Sydney NSW 2016 rcurtis@futurebrand.com futurebrand.com