meaningful brands meaningful companies - 9122020 - Hugues Rey - SBS - ULB Hugues Rey
Meaningful brands meaningful companies - By Hugues Rey - Examples: Danone P&G Chrysler Lacoste BNPPF - data sources: Havas Meaningful Brand - mediabrands
Measuring Meaning: The Evolution of Brand Value and What to Do About ItSustainable Brands
These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/measuring-meaning-evolution-brand-value-what-do-about-it
meaningful brands meaningful companies - 9122020 - Hugues Rey - SBS - ULB Hugues Rey
Meaningful brands meaningful companies - By Hugues Rey - Examples: Danone P&G Chrysler Lacoste BNPPF - data sources: Havas Meaningful Brand - mediabrands
Measuring Meaning: The Evolution of Brand Value and What to Do About ItSustainable Brands
These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/measuring-meaning-evolution-brand-value-what-do-about-it
Retail Environment: US Retail Revolution
1. Retail Revolution Is Happening: Store Openings and Closures
2. All-Channel Universe Will Require Adaptation
Top 8 Global Retail Trends
1. Corporate Innovation Is the New R&D
2. Store as a Platform
3. Wellness as the New Luxury
4. Consumers Want to Be Part of a Community
5. Personalization and Customization
6. Resale Is Thriving While Retail Is Struggling
7. Demographics Suggest Opportunity in Plus-Size Apparel
8. Silver Economy: Aging Population Will Impact Retail
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
[Report] Decoding Sedan industry on social mediaSocial Samosa
The automobile industry has been speeding on social media and otherwise. With the massive consumer base residing on Facebook and Twitter, these brands choose to take this platform seriously.
A report by Konnect Insights showcases an analysis of the online presence and popularity of automobile brands. The report focuses on Sedan models of popular brands and how they’re performing on social media platforms.
The report suggests that audience discussing automobile brands on social platforms are overwhelmingly male - 70.42% overall. Audience analysis clearly defines that Hyundai (75.53%), Nissan (73.94%) and Skoda’s (73.29%) are the most male while Fiat Motors (35.45%), Honda (33.71%) and Chevrolet’s (32.16%) are the most female.
Toyota with 18% and Honda with 13% rejoice the major share of Twitter engagement, followed by Ford and Volkswagen both standing at 12% and Nissan at 11%, respectively. Maruti Suzuki and Fiat Motors have a poor engagement on the micro blogging platform with 1% and 2% engagement.
The story on Facebook is a tad bit different; Volkswagen with 42% grabbed the maximum attention of fans, followed by Nisaan with 25%, Chevrolet with 7%, Honda with 7%, and so on. The graphics clearly represent that Maruti's Facebook engagement was the lowest compared to the rest with only 0.011%.
Take a look at the report to understand the performance of automobile brands on social media.
The X Index, which surveyed 28,000 consumers across five markets — China, France, India, UK and US — found that of the 40 criteria analysed, two factors — ‘the customer journey was simple’ and ‘the customer journey was pleasant’ scored the highest — even above other factors including brand loyalty, customer service and price.
BrandZ Top 100 Most Valuable Global Brands study 2014 - Millward BrownVikrant Mudaliar
The BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor, is now in its ninth year. It is the only ranking that uses the views of potential and current buyers of a brand, alongside financial data, to calculate brand value.
The combined value of the Top 100 has nearly doubled since the first ranking was produced in 2006. The Top 100 today are worth $2.9 trillion, an increase of 49% compared with the 2008 valuation, which marked the start of the banking and currency crisis.
WPP and Ogilvy Report on future of brands in motion Jan 2021Social Samosa
In partnership with Ogilvy Consulting, WPP interviewed global leaders in innovation, marketing, growth, and UX across four industries to understand mobility strategies and amore for the 'Future of Brands in Motion' Study.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
BrandZ Top 50 Most Valuable Indonesian Brands 2015Kantar
Millward Brown and WPP released the first annual BrandZ Top 50 Most Valuable Indonesian Brands report and ranking, Wednesday, August 19. The report identifies the key forces driving brand growth in Indonesia, and is an addition to the BrandZ annual rankings which include the Global Top100 Brands as well as rankings for China, India, and Latin America. - See more at: http://www.millwardbrown.com/mb-global/brand-strategy/brand-equity/brandz/top-indonesian-brands/2015
The Era of Living Services: RILA 2017 Leadership Forumaccenture
The retail industry is in a state of disruption. Successful retailers are behaving differently. Rather than adding new ways of working on a 20th century business, they are redesigning their business to place 21st century values and practices into the very fabric of who they are. They are creating a Living Business -- A business that recognizes that technology alone isn’t enough to drive sustainable transformation.
People - Living Businesses put people at the heart of their organization and consider their needs, pains and delights at every stage of transformation.
Design - Design provides a common language across disciplines. It enables collaboration and breaks down silos.
This session brought these ideas to life through a combination of proprietary research, concrete examples, and practical next steps.
Visit www.accenture.com/rila to learn more.
Retail Environment: US Retail Revolution
1. Retail Revolution Is Happening: Store Openings and Closures
2. All-Channel Universe Will Require Adaptation
Top 8 Global Retail Trends
1. Corporate Innovation Is the New R&D
2. Store as a Platform
3. Wellness as the New Luxury
4. Consumers Want to Be Part of a Community
5. Personalization and Customization
6. Resale Is Thriving While Retail Is Struggling
7. Demographics Suggest Opportunity in Plus-Size Apparel
8. Silver Economy: Aging Population Will Impact Retail
Millward Brown Egypt - Meaningfully Different BrandsKantar
We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown
[Report] Decoding Sedan industry on social mediaSocial Samosa
The automobile industry has been speeding on social media and otherwise. With the massive consumer base residing on Facebook and Twitter, these brands choose to take this platform seriously.
A report by Konnect Insights showcases an analysis of the online presence and popularity of automobile brands. The report focuses on Sedan models of popular brands and how they’re performing on social media platforms.
The report suggests that audience discussing automobile brands on social platforms are overwhelmingly male - 70.42% overall. Audience analysis clearly defines that Hyundai (75.53%), Nissan (73.94%) and Skoda’s (73.29%) are the most male while Fiat Motors (35.45%), Honda (33.71%) and Chevrolet’s (32.16%) are the most female.
Toyota with 18% and Honda with 13% rejoice the major share of Twitter engagement, followed by Ford and Volkswagen both standing at 12% and Nissan at 11%, respectively. Maruti Suzuki and Fiat Motors have a poor engagement on the micro blogging platform with 1% and 2% engagement.
The story on Facebook is a tad bit different; Volkswagen with 42% grabbed the maximum attention of fans, followed by Nisaan with 25%, Chevrolet with 7%, Honda with 7%, and so on. The graphics clearly represent that Maruti's Facebook engagement was the lowest compared to the rest with only 0.011%.
Take a look at the report to understand the performance of automobile brands on social media.
The X Index, which surveyed 28,000 consumers across five markets — China, France, India, UK and US — found that of the 40 criteria analysed, two factors — ‘the customer journey was simple’ and ‘the customer journey was pleasant’ scored the highest — even above other factors including brand loyalty, customer service and price.
BrandZ Top 100 Most Valuable Global Brands study 2014 - Millward BrownVikrant Mudaliar
The BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor, is now in its ninth year. It is the only ranking that uses the views of potential and current buyers of a brand, alongside financial data, to calculate brand value.
The combined value of the Top 100 has nearly doubled since the first ranking was produced in 2006. The Top 100 today are worth $2.9 trillion, an increase of 49% compared with the 2008 valuation, which marked the start of the banking and currency crisis.
WPP and Ogilvy Report on future of brands in motion Jan 2021Social Samosa
In partnership with Ogilvy Consulting, WPP interviewed global leaders in innovation, marketing, growth, and UX across four industries to understand mobility strategies and amore for the 'Future of Brands in Motion' Study.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
BrandZ Top 50 Most Valuable Indonesian Brands 2015Kantar
Millward Brown and WPP released the first annual BrandZ Top 50 Most Valuable Indonesian Brands report and ranking, Wednesday, August 19. The report identifies the key forces driving brand growth in Indonesia, and is an addition to the BrandZ annual rankings which include the Global Top100 Brands as well as rankings for China, India, and Latin America. - See more at: http://www.millwardbrown.com/mb-global/brand-strategy/brand-equity/brandz/top-indonesian-brands/2015
The Era of Living Services: RILA 2017 Leadership Forumaccenture
The retail industry is in a state of disruption. Successful retailers are behaving differently. Rather than adding new ways of working on a 20th century business, they are redesigning their business to place 21st century values and practices into the very fabric of who they are. They are creating a Living Business -- A business that recognizes that technology alone isn’t enough to drive sustainable transformation.
People - Living Businesses put people at the heart of their organization and consider their needs, pains and delights at every stage of transformation.
Design - Design provides a common language across disciplines. It enables collaboration and breaks down silos.
This session brought these ideas to life through a combination of proprietary research, concrete examples, and practical next steps.
Visit www.accenture.com/rila to learn more.
Why Volunteering Programs are no longer just for Large CompaniesGaurav Bhattacharya
Employee Volunteer Programs are no longer only for large companies!
With the latest generation of cloud-based solutions, any sized company can now afford a great employee volunteering platform.
The New Metrics of Sustainable Business Conference | BrochureSustainable Brands
Explore the future of sustainable business metrics. The two-day, Sustainable Brands Issues in Focus event examines leading-edge work that expands the way business can create, quantify, manage and communicate value, and enhance financial performance with shared value. Top sustainability strategists from a variety of sectors will explore models for quantifying the environmental and social impacts of business activity. And industry leaders will collaborate on issues such as valuing ecosystem services, adding environmental impact and human capital to the balance sheet, and putting goals in context. September 24-25, 2013, Philadelphia, PA.
Learn more: www.SBIIF.com
The Virtuous Struggle for Sustainabilty Leads to Meaningful (and Profitable) ...Hugues Rey
The search for meaning in communication and marketing is a virtuous circle that benefits all parties: the consumer, the company and its employees, the shareholders, and society in general. More than ever, the search for purpose goes beyond sustainability and encompasses a more holistic model of collective well-being. Discover this new reality through concrete and local examples.
While some companies have products people simply buy, others have created brands people identify with, internalize, and advocate for—sometimes to the point where they’ll even tattoo a logo on their arm. These are next-level relationships, and what we at Oath call brand love.
We recently conducted a comprehensive study, tapping 150,000 consumers across 13 markets, 10 industry verticals, and all demographics to get at the heart of brand love. Oath identified six key drivers that build brands people love. Join us to get to know more about our Brand Love Index
Similar to Havas Meaningful Brand Study: 2017 Belgium Results (20)
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
how A.I. is transforming the marketing Mix - Innovation assesment - Gartner Curve - ChatGPT - Open AI
Lecture Deck at Solvay Brussels School of Economics & Management - ULB - Commpass
Hugues Rey a mis l’accent sur les projets et accomplissements de l’UMA ces dernières années, en insistant sur l’importance des partenariats au sein de l’industrie – une valeur que l’UMA incarne, notamment par son partenariat avec l’UBA.
Pub & Clip 9 6 2023 - Hugues Rey - VKRS .pptxHugues Rey
Master Class au VKRS à propos de la convergence des VidéoClip et de la publicité.Meaningful Marketing.
art ou Artisanat. Pouvoir du son.
“Videos need to succinctly express the artist’s unique visual style to appeal to fans and differentiate them from other performers.
I therefore think that music videos can be considered a form of art, especially a form of modern art. Many music videos use elements of post-modernism, like pastiche, bricolage and homage…
"You cannot buy engagement. You have to build engagement." — Tara-Nicholle Nelson
Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city
DUBAI TOURISM
INCREASE AWARENESS & CONSIDERATION
AS GLOBAL DESTINATION
THROUGH CONTENT MARKETING
Meaningful Media Experience and communities - HR - 28 2 2023.pdfHugues Rey
introduction speech by Hugues Rey - 15th year celebration Mediaspecs - seminaire: Marketing and Communities
- Meaningful Media Experience / contextual targeting
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...Hugues Rey
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
2. Our results show year on year
how Meaningful Brands are
rewarded in business and
marketing terms.
Inspires Meaningful Connections
through identifying the links between
brands and people’s lives which
generates business results.
Meaningful Brands is
part of our Organic
Marketing Approach.
It delivers data driven
insights to fuel content
that people care about.
Our Purpose with
Meaningful
Brands
Inspire Meaningful
Connections
Which Generate
Business Results
Between People
& Brands
3. +375,000 citizens
33markets
15 industries
+1,500 brands
Ongoing +8 years
Worldwide
Study
2017
Meaningful Brands is a
PROPRIETARY METRIC of
brand strength
It is the FIRST GLOBAL
FRAMEWORK to connect
brands with human well-being
It measures the quality of
benefits brands bring to
people’s lives and the
RETURNS IN BUSINESS TERMS
Brand Framework
Our unique
+7,000 citizens
11 industries
88 brands
2nd edition
1
2
3
5. 74%
PEOPLE WOULD NOT
CARE IF
DISAPPEARED
OF BRANDS
66%
27%
LESS THAN
NOTABLY
IMPROVE OUR
QUALITY OF LIFE
OF BRANDS
26%
6. Brand Trust is WEAK
NORTH
AMERICA
33%
LATAM
79%
WEST
EUROPE
32%
CENTRAL &
EAST
EUROPE
45%
SOUTH
EAST ASIA
81%
EAST ASIA
&
AUSTRALIA
25%
57%of brands
are trusted
globally
32%
8. Should companies and brands
play a role in improving our
quality of life and wellbeing?
Growing
expectations
61% 70%
number of people want
brands to be meaningful…Increasing
2015 2017
69% 75%
Are companies and brands
working hard at improving our
quality of life and wellbeing?
Weak
performance
39%
30%
40%
30%
… But few brands are delivering yet
11. Understanding what matters
Go beyond the product,
exploring how brands
tangibly improve peoples’
lives and the role they
play in society
Defining meaningful
MB INDEX = Brand Performance + Brand KPIs
Collective benefits
GOV/ETHICS
ENVIRONMENT
COMMUNITY WORKPLACE
ECONOMY
Functional benefits
FUNCTIONAL
Personal benefits
PHYSICAL
ORGANISATIONAL
FINANCIAL
INTELLECTUAL
SOCIAL
EMOTIONAL
NATURAL
12. What makes brands meaningful?
Importance weights Indexed per pillar
Good quality prods
Delivers
Useful prods
Safe & responsible prods
Category leader
110
106
104
103
102
Me happier
Life easier
Peace of mind
Show-off
Life satisfaction
125
124
123
122
117
Transparent & honest
Ethical
Diversity
Benefits the economy
Jobs
117
117
111
108
107
PERSONAL
BENEFITS
29% 28%
COLLECTIVE
BENEFITS
43%
FUNCTIONAL
BENEFITS
13. 1
2
DIFFERENTIATION LEVER
Excel in personal benefits
MUST HAVE
Provide a great product
…and collective ones
(to a lesser extent)
Meaningful brands over-perform
on personal benefits
100%
over-perform on
FUNCTIONAL
BENEFITS
83%
over-perform on
PERSONAL
BENEFITS
63%
over-perform on
COLLECTIVE
BENEFITS
3
14. NORTH AMERICA
ENTERTAINMENT
TRAVEL TOURISM
FOOD
WEST. EUROPE
RETAIL
TRAVEL TOURISM
FOOD
E.ASIA & AUSTRALIA
FOOD
INTERNET & MEDIA
TRAVEL TOURISM
SOUTH EAST ASIA
TRANSPORT
AUTOMOTIVE
INTERNET & MEDIA
EAST. EUROPE
ENERGY & UTILITIES
AUTOMOTIVE
RETAIL
Most Meaningful Industries
Top 3 per region
15. That’s why tech and digital players rule
MBI Index
‘151 74,1 2 72,2 3 71,5 4 71,0
MBI Index
‘155 69,8 6 69,6 7 69,3 8 69,3 9 69,2 10 69,2
MBI Index
‘1511 68,7 68,6 13 68,6 14 68,4
MBI Index
‘1515 68,6 16 68,4 17 67,8 18 67,6
MBI Index
‘15
19 67,5 20 67,4
21 67,3 22 67,3 23 67,3 24 67,1
MBI Index
‘1525 67,1 26 67,0 27 67,0 28 67,0 29 66,9 30 66,9
2017
A Global Brand is a brand assessed in at least 3 markets and 2 regions in MB17, and available worldwide.
12
21. source: DOMO 2016, data-never-sleeps-4-2
But we live in
a world of content
OVERLOAD...
500 Million
Tweets sent
4.3 Billion
Facebook
messages posted
500 Million
Hours of VIDEO
uploaded to Youtube
22. is not meaningful
to consumers
60% of the content
provided by brands
And more than half of content fails to deliver
23. 71%
Correlation between
performance on Personal Benefits
and the Content Effectiveness*
*CONTENT EFFECTIVENESS IS defined by crossing the strength of association of a brand
to content types and the performance of the content performed by the brand
But great Content drives
Personal Well-being
24. Role of Content
Understanding the
‣ Customer Support
‣ Lifestyle Apps
‣ Online Purchasing
‣ ..
‣ Discounts
‣ Contests
‣ Special Sales
Reward
‣ Educational Platforms
‣ Masterclasses
‣ Expert Advices
‣ …
‣ Trade Fairs
‣ Own Publications
‣ In-Store Events
‣ …
‣ Videogames
‣ Livestream Events
‣ Sport Events
‣ …
‣ Co-Creation
‣ Social Media Sharing
‣ Peer reviews
‣ …
Inspire
26. brands are
dispensable
they have to react to
matter to consumers
Wake up calls
for brands they expect a purpose
beyond product
but brands are not
delivering yet, especially
on personal benefits
People have high
expectations
27. thanks to the difference
they make on both
functional and personal
benefits
Digital brands
take the lead
meaningfulness
drives higher
KPIs for the
brands
Return on
meaning
28. to provide consumers
with meaningful content!
Great content drives meaning,
especially when it comes to
personal benefits
Opportunity for brands to close
the gap on personal benefits!
People are asking
for content
Many opportunities
are missed by
brands