John Kearon Festival of NewMR 2016
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John Kearon, Chief Juicer at Brainjuicer shares “Fame, Feeling & Fluency Predicts Famous 5-star Marketing”
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John Kearon Festival of NewMR 2016
- 1. 1©BrainJuicer®Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016 Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon Brainjuicer 4 February, 2016 #NewMR 2016 Sponsors Media Partner GreenBook
- 2. 3©BrainJuicer® How We Decide | Fast and Frugal Most decisions are quick, intuitive, emotional (S-1) We don’t weigh up options (S-2) We choose on auto-pilot between 3 or 4 options Profitable growth needs a long term, creative focus on achieving 3 things… Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
- 3. 4©BrainJuicer® The Behavioural and Marketing Sciences Tell Us 4©BrainJuicer® FAME If a brand comes to readily to mind, it’s a good choice FEELING FLUENCY Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
- 4. 5©BrainJuicer® Which is the bigger city? London Lima Tokyo Istanbul Bangkok Bangalore San Diego San Antonio Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
- 5. 6©BrainJuicer® The Behavioural and Marketing Sciences Tell Us 6©BrainJuicer® FLUENCYFAME FEELING If I feel good about a brand, it’s a good choice Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
- 6. 7©BrainJuicer® How do you feel? Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
- 7. 8©BrainJuicer® The Behavioural and Marketing Sciences Tell Us FAME FEELING FLUENCY If I recognise a brand quickly, it’s a good choice Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
- 9. 10©BrainJuicer® How We Measure Fame, Feeling, and Fluency 10©BrainJuicer® FAME % of a broad category sample mentioning the brand in choice context under time pressure FEELING FLUENCY Extent to which a brand’s assets are felt to be distinctive, under time pressure Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
- 10. 11©BrainJuicer® Fame FluencyFeeling Fame FluencyFeeling Fame, Feeling and Fluency | The Difference Between Small and Big Brands Fame, Feeling and Fluency Percentiles Fame Feeling Fluency Small Brands Medium Brands Big BrandsFame FluencyFeeling Small : Market Share up to 7% Medium: Market Share >7% < 15% Big: Market Share >15%
- 11. 12©BrainJuicer® Fame FluencyFeeling Fame, Feeling and Fluency | How Brands Grow and How Brands Decline Fame, Feeling and Fluency Percentiles Fame Feeling Fluency Growing Stable Declining Fame FluencyFeeling Fame FluencyFeeling Growing : >+2% Stable: +2% to -2% Declining: <-2%
- 12. 13©BrainJuicer® Present BrainJuicer Brand Tracking | 5 Star guide to brand performance Not at all famous in this category. Very low market share. Low levels of fame in the category. Low market share. Solid, familiar brand to anyone buying the category, but not an obvious choice for many people. Strong brand with strong share, that most people would be happy using. A famous brand that is for most people the most obvious choice. High market share. Unknown Remind me? Familiar Well known Famous! Unknown Remind me? Familiar Well known Famous! A prediction of your future, based on how people feel about you, relative to your current size. Future GlobalTrackingNorm Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
- 13. 14©BrainJuicer® Unknown Remind me? Familiar Well known Famous! 9030 50 70 GlobalTrackingNorm NatWest Barclays Halifax HSBC Lloyds Nationwide Santander TSB BrainJuicer Brand Audit | Santander’s rise and rise against the leaders BrandPerformance Fame | Feeling | Fluency H N B T H L N S S H NB T H L N Santander has grown rapidly to become a 3 star bank brand in just 5 years. It has solid fame, is the most fluent (recognisable) of all UK banks and has an emotional surplus that sets it in good stead for the future. It’s catching, and threatens to better HSBC’s brand presence in the next year. Current Market Share Barclays 15% Lloyds 14% NatWest 13% Halifax 11% HSBC 10% Santander 10% Nationwide 7% TSB 4% B L N H H S N T
- 14. 15©BrainJuicer® BrainJuicer Brand Tracking | Santander’s Feeling and Fluency Surpassing Others Fame, Feeling and Fluency Percentiles Fame Feeling Fluency Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
- 15. 16©BrainJuicer® Imagine you were thinking about opening a bank account. Please name as many bank brands as you can think of… Fame | Santander’s Fame Gaining on the Big Four Fame Percentiles 00000000000000000000000000000 RBS NationwideTSB HalifaxSantander NatWest HSBC Lloyds Barclays 80 77 77 74 64 50 56 38 37 May-June 2015. Base: Total Sample (608)
- 16. 17©BrainJuicer® Feeling | Santander’s Feeling has been growing ahead of its size since 2013 2 2 2 13 20 25 66 60 53 1 1 21 4 14 5 3 8 5 11 0.75 0.89 1.03 3 4 5 2013 2014 2015 %ofrespondents Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score on scale 0 to +3 21 36 49 Feeling Percentile Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
- 17. 18©BrainJuicer® Fluency | Santander now as distinctive as Barclays Fluency Percentile 3 secs B A R C L A Y S 57 S A N T A N D E R 56 L L O Y D S 49 H A L I F A X 47 H S B C 46 N A T I O N W I D E 41 T S B 29 N A T W E S T 27 May-June 2015. Base: all rating brand (c.268)
- 18. 19©BrainJuicer® Click on the [brand] that you associate most with each colour … but be quick; you only have three seconds to make your choice Fluency | And has high levels of logo recognition as a result DAT | Colours & Logos 82% 90% 44% 79% 84% 57% 20% 51% We will show you a series of blurred logos in quick succession. All you need to do is to click on the bank that the logo is for… Barclays Santander Lloyds Halifax Nationwide NatWest TSB First Direct HSBC
- 19. 20©BrainJuicer® Barclays Santander Lloyds Halifax Nationwide NatWest TSB First Direct HSBC Click on the bank that you associate most with each strapline… but be quick; you only have three seconds to make your choice All blank segments are straplines that are incorrectly attributed to the brand. Fluency | 123 has become a strong distinctive asset DAT | Straplines Premier League 123 Simple Personal Fair For the Journey The People Who Give you Extra On Your Side Helpful Banking Local Banking For Britain The Unexpected Bank The World’s Local Bank Advance
- 20. 21©BrainJuicer® Our best advice for Santander has used behavioural principles to grow quickly in a traditionally sterile and inert category. Keep doing what your doing & further growth can be delivered by… Continuing to build fame. Fame is growing but the brand needs to continue to deliver Extra Share of Voice (ie. set Share of Voice above Share of Market). Aiming for 5 star emotional communications to increase share over and beyond what you might expect for your spend (Share of Voice). Continuing to reinforce distinctive assets – red, 123 and celebrity endorsement. These make the brand highly fluent & help the bank charge premium prices. Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
- 21. 22©BrainJuicer®Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016 Q & A Ray Poynter The Future Place John Kearon Brainjuicer #NewMR 2016 Sponsors Media Partner GreenBook