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2017
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
+375,000 citizens
33 markets
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 FrameworkOur unique
+7,000 citizens
11 industries
88 brands
2nd edition
1
2
3
Survey FrameworkMethodology
Representative sample of
country population > 18 y.o.
200 to 400 respondents per brand
100% familiarity with the brand
Minimum 50% of brand consumers/purchasers
74%
PEOPLE WOULD NOT
CARE IF
DISAPPEARED
OF BRANDS
66%
27%LESS THAN
NOTABLY
IMPROVE OUR
QUALITY OF LIFE
OF BRANDS
26%
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%
Why does Meaningfulness
matter?
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
% attachment
MBI
0%
10%
20%
30%
40%
50%
60%
70%
80%
50 55 60 65 70 75 80
Brand love is just a starting point
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
ECONOMYFunctional benefits
FUNCTIONAL
Personal benefits
PHYSICAL
ORGANISATIONAL
FINANCIAL
INTELLECTUAL
SOCIAL
EMOTIONAL
NATURAL
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
PERSONALBENEFITS
29% 28%COLLECTIVEBENEFITS
43%FUNCTIONAL BENEFITS
What makes brands meaningful?
Importance weights Indexed per pillar
PERSONALBENEFITS
29%
Life easier
Me happy
Peace of mind
Show-off
Life satisfaction
118
116
116
115
112
28%COLLECTIVEBENEFITS
Transparent & honest
Diversity
Benefits the economy
Good workplace
Ethical
113
112
109
108
108
Good quality prods
Safe & responsible prods
Delivers
Useful prods
Fair prices
108
102
102
102
101
43%FUNCTIONAL BENEFITS
1
2DIFFERENTIATION LEVERExcel in personal benefits
MUST HAVEProvide 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
That’s why tech and digital players rule
MBI Index
‘151 74,1 2 72,2 3 71,5 4 71,0MBI 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 68,4MBI 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 67,1MBI 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
More functional
Morecollective
& personal
HigherMeaningfulness
Emerging
Gratefulmarkets
Grateful but
“colder”
Mature,
Pragmatic& Brand Agnostic
LowerMeaningfulness
India
Spain
Den
Ger
NTL
Swed
UK
Can
Aus
Est
Fr
US
Latvia
Russia
Lith
Japan
Pt
China
Indon
ZA
Singa
Col
Peru
Chile
It
Pol
Brz
Mex
Arg
HKIre
Hun
What brings meaning
differs by country
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
The Belgian TOP 30
MBI Index
‘151 75,0 2 72,6 3 71,3 4 71,2MBI Index
‘155 71,2 6 70,5 7 69,6 8 69,6 9 68,7 10 68,4
MBI Index
‘1511 68,1 67,3 13 66,4 14 66,3MBI Index
‘1515 66,3 16 66,2 17 66,1 18 66,0
MBI Index
‘15
19 65,9 20 65,9
21 65,8 22 65,7 23 65,6 24 65,4MBI Index
‘1525 65,4 26 65,3 27 65,3 28 64,5 29 64,5 30 64,2
2017
12
RETAIL
INTERNET & MEDIA
CONSUMER GOODS
Retail is the most meaningful industryin Belgium
4 5
1
% attachment
MBI
Albert Heijn
Aldi
Amazon
AS Adventure
Bol.com
C&A Carrefour
Colruyt
Décathlon
Delhaize
IKEA
JBC
Lidl
Media Markt
Vanden Borre
AVG retail
AVG hyper|supermarket
AVG fashion & sports
0%
10%
20%
30%
40%
50%
60%
60 62 64 66 68 70 72 74 76
Bol.com is challenging the traditional retail market
How to inspire more meaningful
connections?
Socialexperiences
Solutions Entertainment Stories Events
84% Expect Brands to provide ContentOf Consumers
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
Great Content drivesPersonal Well-being
Association
Is this content associated
with my brand?
Performance How is my brand
executing this content?
ExpectationWould people like my
brand to offer this specific
content?
3 dimensions:
For each Brand and type of Content, we assess
A unique Content Insights framework
CONTENT EFFECTIVENESS INDEX
Meaningful Brands
In a few words…
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
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
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
Appendix
Personal CollectiveFunctional
Good Quality Prods
Safe & Resp. Products
Range
Useful Products
Innovative Prod.
Fair Prices
Labelling
Delivers
Category Leader
Listen& respect
Company Interactions
Timeless Prods
Beautiful & Pleasant
Exclusive Experience
Craftsmanship Prods
EmployeesGood WorkplaceFair Pay Suppliers
Benefits the EconomyJobsInvests
Sustainable SourcingEnergyRecyclingEnv. committed
DiversityEthicalTransparentSustainability LeaderGuarantee of originPrice transparency
HealthyMy BestFitter
Life EasierGood habitsSave time
SavingsCash-flowsFinancial Gains
SkillsNew Ideas
BelongingConnectingCloser to people
Me HappierLife SatisfactionSelf-esteemPeace of MindShow offPrivileged
EnablerSense of Purpose
CharitiesLocal SuppliersCommunity DevelopmentSocially CommittedArts & Culture
GOV/ETHICS
ENVIRONMENT
COMMUNITY
WORKPLACE
ECONOMY
ORGANISATIONAL
FINANCIAL
INTELLECTUAL
SOCIAL
EMOTIONAL
NATURAL
PHYSICAL
Definition MB Attributes
Definition Actions framework Core Content
Category-specific Content
Videogames
F2F Games
Spectator Events
Sport Events
Livestream Events
Physical Activities
Parties
Home Events
Fundraising Events
VIP Experiences
Celebrities Collab.
Web Series
Short Movies
Documentaries
Trade Fairs
Virtual Experiences
Driving Tests
Celebrities Interview
Catwalk
Red Carpet Events
Craftsmanship Events
Educational Platforms
Masterclasses
Educational Material
Expert Advices
Test Driving
Nutrition Advices
Beauty Consultancy
Health Advices
Personal Content
Educational Material
Trade Fairs
Own Publications
In-Store Events
Infographics
Beverage Compo.
Tastings
Guided Visits
Food Composition
Craftsmanship Events
Feature Demos
Device Demos
Peer reviews
Customer Support
Lifestyle Apps
Monitoring Apps
Online Purchasing
Nutrition Advices
Personal Shopper
Free Wi-Fi
Ratings
Health Advices
Medical Units
Discounts
Contests
Special Sales
Co-Creation
Social Media Sharing
Peer reviews
Customized Products
Celebrities Collab.
Web Series
Short Movies
Documentaries
Lifestyle Experiences
Contests
Expert Advices
Lifestyle Apps
Monitoring Apps
Own Publications
In-Store Events
Beauty Consultancy
Fashion Trends
Personal Shopper
Inspire
Educate
HelpEntertain
Inform
Reward
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