Downloaded 10 times
![4
What do we mean when we talk about influence?
A [Newsbrand’s] main
product is not news or
information, but influence:
societal influence and
commercial influence.
Philip Meyer, Academic and Author](https://image.slidesharecdn.com/gibideckforadinfo-151130125522-lva1-app6892/85/Influential-Brands-4-320.jpg)
Uploaded byThe Guardian
Influential Brands
This document discusses brand influence and presents the results of a study measuring influence across different brands in the UK, US, and Australia. It finds that brand influence is made up of four pillars: commercial, societal, audience, and outward influence. The study analyzed 12 influence identifiers and 20 brand attributes to determine an overall influence score for various brands in key categories. It identifies the top 10 most influential brands in the UK and finds a correlation between influence score and brand loyalty. The document concludes with three rules for brands to boost their influence: understand the different pillars of influence, focus on being positive, trustworthy, and inspirational, and understand key drivers in their category.
Influential Brands
- 1.
- 2. 2 The UK’s mostinfluential brands #1 #2 #3 #4 #5
- 3. 3 Why is understandinginfluence so important right now? Lack of control of brand narrative Scarcity of premium brand environments Scarcity of attention
- 4. 4 What do wemean when we talk about influence? A [Newsbrand’s] main product is not news or information, but influence: societal influence and commercial influence. Philip Meyer, Academic and Author
- 5. 5 What do wemean when we talk about influence? Commercial Societal Is the brand used, and are the users loyal to it? Does the brand inspire people to live better lives, does it change the way the user thinks? Audience Does the user listen to brand communications, do they pass on these messages?
- 6. 6 The Guardian’s influence Audience influence Societal influence Commercial influence Morebrand converstations per reader per week, vs other QP readers Source: Keller Fay May 2015
- 7. 7 Our aims Consumer centric… Identify drivers ofinfluence Brand Index …and InternationalAdvice for brands on how to boost their influence Broad range of brands & categories
- 8. 8 How we didit 2,000 nat rep sample per market (UK, US and Australia) Generating approx 15,000 brand rankings across key categories N.B. Charity category not included in the US – education/government Alcoholic drinks Travel Tech Social media Charity FMCG (other) Finance & utilities Motors Fashion & Beauty Retail Telecoms
- 9. 9 How we didit 12 influence identifier statements e.g. I choose Tesco above all other similar brands Respondents answered about brands they were familiar with 20 brand attributes applied to the personality of each brand e.g. Do you think that the Tesco is trustworthy? N.B. Charity category not included in the US – education/government 2,000 nat rep sample per market (UK, US and Australia) Generating approx 15,000 brand rankings across key categories
- 10. 10 What did wefind out?
- 11. 11 Brand influence ismade up of four distinct pillars Commercial Societal Audience Inward Audience Outward Influence Score The impact a brand has on consumer’s purchasing habits The impact a brand has on society and its industry as a whole The impact of a brand’s comms The impact a brand has on other people A weighted blend of the four influence pillars Drivers of influence
- 12. 12 Key drivers feedinginto the pillars (UK) 1. Positive 2. Inspirational 3. Trustworthy 4.Unique 5.Interesting things to say Overall Influence Score 20 drivers tested in total
- 13. 13 The UK’s mostinfluential brands #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 58.3 54.7 53.9 53.1 50.2 49.9 49.1 49.4 46.8 46.7 Ranking and influence score (out of 100), by brand
- 14. 14 0% 10% 20% 30% 40% 50% 60% 70% 0.0 10.0 20.030.0 40.0 50.0 60.0 70.0 The benefit of influence: loyalty Overall influence score Brandloyalty
- 15. 15 #4 53.1 #466.9 #4 52.2 #2 54.7 #2 68.4 #2 55.8 Surveys in three markets #1 58.3 #1 75.0 #1 61.5 #3 53.9 #3 66.9 #3 55.2 #5 50.2 #5 65.2 #5 50.9
- 16. 16 01 Understand that influenceis made up of different pillars 02 Demonstrating that you are positive, trustworthy & inspirational has a particularly strong impact on influence 03 Understand which influence drivers are key to their category, and how they perform against them Three rules for brands To be influential, brands should…
Editor's Notes
- #4 Tell your own story – or others will be “Growing an online presence is important but let’s get real about influence. Presence doesn’t equal influence. Presence can be measure in social media followings. Influence can’t.” - Martha Giffen, Social Media Marketing Consultant, & Strategist
- #7 Average number of weekly conversations about product categories per audience member (print + digital audience, across all product categories). Guardian = 15.6 Times = 15.4 Telegraph = 13.6 Evening Standard = 14.8 Indy = 13.9 YouTube = 13.7 Twitter = 13.7 Facebook = 11.7 ITV = 11.5 Channel 4 = 12.2
- #12 Identify pillars of influence by exploring the relationship between the 12 statements Weight the pillar scores to reflect their importance in determining influence Calculate the CIS score for each brand by applying the weights to each pillar score, adding them together and multiplying by 100 Commercial I personally use / purchase / support them I choose them above all other similar brands I would consider myself loyal to them They influence what I buy / use Societal They inspire me They change society for the better They change the way I think about their field / industry Audience Inward They have advertising that interests me I pay attention to what they have to say Audience Outward I often recommend them to others People often ask me for my opinion about them NB: The statement ‘They improve my life’ was discarded because it showed no significant relationship to any other statement.
- #14 The top ten all perform most strongly on the Commercial pillar, with the exception of the two charities which are boosted by their societal, impact.
- #16 American made brands, dominated by tech and retail, Apple is a lot stronger here than in the UK