Magnetic released Why being different still makes a difference in May 2016, a new study which explores how advertisers can use brand equity to ensure sales success and future growth. The work confirms that salience, or top-of-mind awareness, acts as a critical growth lever, but it also shows that there are risks involved for brands which only focus on salience. Ultimately it if all brands focus solely on salience, the marketing environment becomes akin to a busy bazaar where traders simply compete for attention by seeing who can shout the loudest. They may be able to get more attention in this way, but it ignores the opportunity to seduce the potential’s customer senses by having a meaningful conversation that helps the customer understand why a certain product meets their needs, what makes it more desirable than others and, of course, engage in a good old haggle over price.

1. Graham Page, EVP Head of Global Solutions

2. MULTIPLE AND CONFLICTING
PERSPECTIVES ON WHAT THE
MARKETING IMPERATIVE TO
MAXIMISE GROWTH SHOULD BE

3. SALIENCE:top of mind awareness, the quality
of standing out and grabbing
attention

4. SALIENCE IS
UNDENIABLY
IMPORTANT

5. 0 100 200
Salience index of different
brand types
Source: Brandz
Iconic
Star
Mainstream
Generic
Aspirational
Limited
Fighter
Outsider
Specialist

6. AUDIO VISUAL CHANNELS PLAY AN
IMPORTANT PART IN DELIVERING
SALIENCE
TV
OnlineVideo
+2.41%
+1.22%
0
%Upliftinmetricpostexposure
+1.15%
Magazines
Source: Magnetic/Millward Brown 2015
Setting trends measure: Online video n=8, TV n=60, Mags n=16, Radio n=17, News n=17, Online Display n=54, OOH n=37, Cinema n=15. 88 UK studies.Impactper person reached.

7. THE POTENTIAL AND UNINTENDED
CONSEQUENCE OF PURSUING
SALIENCE ALONE

8. VALUABLE BRANDS HAVE FIVE KEY PROPERTIES
Consumers
feel an
affinity for
them
Consumers
feel they will
performwell
and meet
theirneeds
They are seen
as different or
unique in the
category
They are
dynamicand
set category
trends
They are top
of mind to
consumers
Meaningful Difference
Millward Brown Meaningfully Different Framework 2013
Salience

9. BEING MEANINGFULLY
DIFFERENT MATTERS

10. 216
163 160165
123
153
Meaningful Difference Salience
Brand perceptions among repeat &
non repeat buyers
Repeat buyer Non-repeater
Brand buyers who go on to
repeat purchase are more
likely to perceive brands as
meaningful and different, but
salience makes little
difference
1. CLOSER LINK BETWEEN MEANINGFUL
DIFFERENCE AND REPEAT PURCHASE
Source: Combined MB & Worldpanel study, actual purchase behaviour and attitudinal data

11. 2. SALIENCE FAILS TO PREDICT PRICE
PREMIUM
Source: PowerPurchase studies, 42 different brands

12. BUT MEANINGFUL DIFFERENCE DOES…
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Low
Meaningful
Difference
Medium
Meaningful
Difference
High
Meaningful
Difference
Brand-Driven Price-Driven
AveragePricePaid
Source: PowerPurchase studies, 42 different brands

13. 3. A ‘MEANINGLESS’ BRAND THAT
INCREASES SALIENCY WILL GROW
Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ

14. BUT DRIVING SALIENCY FOR A
MEANINGFULLY DIFFERENT BRAND WOULD
DRIVE SALES EVEN MORE
They have the foundation
and competitive edge to
maximise growth
Source: 2012/3 compared to 2007/8 for 2,301 brands measured in BrandZ

15. DifferentMeaningful Salient
Foundation Competitive
edge
Growth
lever
BRANDS NEED MEANINGFUL DIFFERENCE AS WELL AS
SALIENCE

16. HOW DO WE HELP GUIDE BRANDS
THROUGH THEIR MEDIA CHOICES?

17. MEANINGFUL:having a real importance or value to
consumers that delivers against their
functional and emotional needs

18. PERONI ACHIEVES AFFINITY BY
DIALING UP HERITAGE
80
85
90
95
100
105
110
2008 2010 2012 2014 2015
Peroni - Affinity

19. BIG VISUAL IMPACT MEDIA
ACHIEVE BRAND AFFINITY
Cinema
Magazines
+3.62%
+1.53%
%Upliftinmetricpostexposure
+1.89%
OOH
Source: Magnetic/Millward Brown 2015
Affinity Measure: OOH n=12, TV n=15, Newspapern=8, Online display=10, Radio n=8, Magazine n=3, Cinema n=9, Online video n=3

20. MANY HEALTHCARE & FINANCE
BRANDS HAVE DRIVEN SUCCESS
THROUGH FUNCTIONAL NEEDS
0 50 100 150 200
BUPA
Nurofen
Colgate
Pampers
Visa
Meets Needs Index

21. INFORMATIVE MEDIA CONVEY
THAT A PRODUCT OR SERVICE
MEETS NEEDS
Newspapers
Magazines
+1.32%
+0.83%
%Upliftinmetricpostexposure
+1.08%
TV
Source: Magnetic/Millward Brown 2015
Setting trends measure: OOH n=13, TV n=19, Newspaper n=3, Online disp. n=19, Radio n=6, Magazine n=7, Cinema n=7, Online video n=4

22. DIFFERENTIATION:
to achieve a level of separation from other
brands in the category due to sense of
uniqueness or dynamism

23. JAGERMEISTER STANDS OUT
0 50 100 150 200
Meaningful…
Different…
Salient…
Jagermeister

24. TARGETED, PREMIUM CHANNELS
CONTRIBUTE TO UNIQUENESS
Cinema
Radio
+3.50%
+0.71%
%Upliftinmetricpostexposure
+2.49%
Magazines
Magazine media has a
diverse creative canvas
that allows successful
delivery of
differentiation

25. AUDI STAND APART THROUGH
LEADERSHIP CREDENTIALS
0
20
40
60
80
100
120
140
160
180
2014 2015 2016
Audi - Difference index

26. SPECIALIST CHANNELS
ACHIEVE DYNAMISM
Cinema
Radio
+2.86%
+0.83%
%Upliftinmetricpostexposure
+1.45%
Magazines
Specialist knowledge of
magazine editors and
their trusted voice
on new trends
means they
successfully deliver
differentiation

27. Salient
MAGAZINES UNIQUELY IMPACT CONSUMERS STRONGLY ACROSS
ALL FIVE OF THE KEY MDF METRICS
NewspapersMagazines TV
Online
Display Radio OOH Cinema
Online Video
Media ranking by metric (top 3 shown)
Source: Magnetic/Millward Brown 2015
See additional slides for samples of individual metrics
Meaningful
Difference
Salience
Meets Needs
Brand affinity
Unique
Sets Trends
123
3 2 1
3 2 1
2 3 1
1 2 3

28. A MEANINGFULLY DIFFERENT IMPACT
affinity
meet their
needs
unique
dynamic
top of
mind
WE CREATED A SINGLE METRIC
WHICH AGGREGATES
CHANNEL PERFORMANCE
ACROSS ALL FIVE METRICS.
WE REFER TO THIS AS
MEANINGFULLY
DIFFERENT IMPACT

29. MEANINGFULLY DIFFERENT
IMPACT
Magazines and Cinema
excel at helping
brands deliver a
meaningfully
different impact for
consumers
TV
Cinema
+1.77%
+0.89%
%Upliftinmetricpostexposure
+1.59%
Magazines
Source: Magnetic/Millward Brown 2015
MDI Measure: Magazines n=22, TV = 83, Newspapersn=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9

30. COST PER 1% MDI CONTRIBUTION
Magazines have the
lowest overall cost to
deliver 1% of MDI
NewspapersMagazines TV Online
Display
Radio OOH Cinema
£0.55m £1.62m £3.32m £2.64m £1.45m £3.98m £3.99m
Source: Magnetic/Millward Brown 2015
MDI Measure: Magazines n=22, TV = 83, Newspapers n=32, Online Display n=68, Radio n=29, OOH n=59, Cinema n=28, Online video n=9 *Low base size

31. CONCLUSION
> SALIENCE IS UNDENIABLY IMPORTANT AS A GROWTH LEVER
> MAGAZINE MEDIA IS A CONSISTENT ALL ROUNDER IN
DELIVERING BRAND EQUITY
> MEANINGFUL DIFFERENCE IS A POWERFUL
LONG-TERM BRAND DRIVER
> MAGAZINES ARE THE MOST COST-EFFICIENT CHANNEL IN THE
MIX, AND PARTICULARLY STRONG AT DRIVING
DIFFERENTIATION FOR A BRAND