2013 Edelman brandshare™ - Brazil

it pays to share

Brazil findings

friendlikeforward

2

technology & social media ushered in new definitions for many familiar words

3

but no word has seen a more profound shift in meaning than

SHAREit’s gone from a virtue to a click

?

?

?

?

4

?

?it got us thinking…

what if brands rediscovered the virtue of sharing?

if brands were to truly share…

5

what would they have to do?

would people want them to do it?

is there business value in it for them?

?

66

to start, we identified 16 sharing behaviors for brands across 6 dimensions

listens and responds thoughtfully

gives many ways to ask questions and give opinions

invites people to share stories/experiences using their products and services with others

enables people to share info/stories/videos with friends

offers brand experiences beyond just using the product

links people and the brand online and in real life through events and activities

[shares] company history or story

communicates openly and transparently about how products are sourced and made

conducts business in ways that align with people’s values

gives back to the community

shares people’s beliefs for helping the world

asks people about their needs

demonstrates it wants people to succeed at what’s important to them

enables people to personalize products

invites people to test products, collaborate on design, and provide feedback

openly offers information on how the brand performs against competitors

7

8

9

6

5

4

3

2

1

13

14

15

16

10

11

12

we then talked to…

countries8 Brazil, Canada, China, France, Germany, India, UK, USA

industrysectors12

apparel, auto, beer/wine/spirits, consumer electronics, energy, FMCG, financial services, food & beverage, health & wellness, retail, technology, telecommunications

brands21

2 48 multi-national brands, plus approx. 30 “local” brands per country

11,000peoplegeneral online consumer population who report at least a minimal level of engagement* with brands

online survey1 30 minute duration

in…

about…

across…

through…

7*to participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. brand engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter, wearing branded clothing, etc.

8

brands evaluated68 48 multi-national brands, plus 20 “local” brands

1,000people general online population who report at least a minimal level of engagement with brands

in…

about…

in Brazil we talked to…

27 controlled, distributed samplestates

to find out…

which sharing behaviors are most important to people?

IMPORTANCE

how important are those behaviors and do people want more of them?INTEREST

do people use, purchase or recommend brands that share?INTENT

9

10

what we learned…

10

90%

of people globally want brands to share

Q13: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [Percent of people who selected “JUST RIGHT” or “NOT ENOUGH”]

11

10%

of people globally think brands do it well

Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND]

Q13: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [Percent of people who selected “JUST RIGHT” or “NOT ENOUGH”]

12Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND]

87%

of people in Brazil want brands to share

16%

of people in Brazil think brands do it well

13

there’s a gap between what’s important to people and what brands deliver

Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]

Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND]

SD: Enables people to share info/stories/videos with friends

SD: Invites people to share stories/experiences using their products and services with others

SG: Demonstrates it wants people to succeed at what’s important to them

SP: Enables people to personalize products

SP: Invites people to test products, collaborate on design and provide feedback

SV: Conducts business in ways that align with people’s values

SD: Listens & responds thoughtfully

SV: Communicates openly and transparently about how products are sourced and made

9%

9%

8%

11%

11%

10%

11%

11%

9%

17%

10%

12%

10%

10%

12%

17%

25%

30%

32%

36%

39%

42%

43%

44%

45%

45%

46%

49%

49%

51%

54%

54%

gap(performance – importance)

ImportancePerformance

14

in Brazil, brand performance is similar, but enthusiasm runs higher, increasing the expectation gap

Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]

Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND]

gap(performance – importance)

SD: Enables people to share info/stories/videos with friends

SE: Links people and the brand online and in real life through events and activities

SD: Invites people to share stories/experiences using their products and services with others

SV: Conducts business in ways that align with people's values

SP: Enables people to personalize products

SG: Demonstrates it wants people to succeed at what's important to them

SE: Offers brand experiences beyond just using the product

SV: Shares people's beliefs for helping the world

SD: Listens and responds thoughtfully

SV: Communicates openly and transparently about how products are sourced and made

SV: Gives back to the community

SH: [Shares] company history or story

SD: Gives many ways to ask questions and give opinions

SP: Invites people to test products, collaborate on design, and provide feedback

SP: Openly offers information on how the brand performs against competitors

SG: Asks people about their needs

13%

12%

12%

13%

13%

14%

14%

13%

12%

15%

16%

22%

15%

13%

22%

15%

50%

60%

61%

62%

63%

68%

68%

69%

72%

73%

73%

73%

74%

76%

77%

80%ImportancePerformance

Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or service that brand offers

people reward brands that sharesharing correlates strongly with actions that drive business value

15

LOW

MODERATE

STRONG

NONE .3

INTENT TO USE/TRIAL

INTENT TO PURCHASE

INTENT TO RECOMMEND

correlation between brands that share and people’s intent to use/trial, purchase and recommend that brand

.2.1

Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or service that brand offers 16

LOW

MODERATE

NONE .3


.1INTENT TO USE/TRIAL

.2

INTENT TOPURCHASE

STRONG

INTENT TO RECOMMEND

people in Brazil also strongly reward brands that share

17* brand performance vs. willingness to recommend

enthusiasm for brand sharing translates directly into driving business outcomes in Brazil

stated importance

Developing

1.0

Global

unmet demand

Global & Developing

1.0

derived importance*

Global

1.0

1.5 1.6

1.1

1.1

Brazil results indexed to global and developing country averages

Brazil & Developing

18

how can a brand share?

18

19

123

456

the six dimensions of sharing

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we converse

we do things together

we want to achieve the same things

we believe in the same things

we create together

we know the same story

20

each individual dimension of sharing drives business value

at the far right end of the business value axis, shared history and shared product drive the most value for brands globally

but there is also a compounding effect to sharing. the more dimensions of sharing you practice, the greater the business value from each

*illustrative representationQ18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers

correlation to consumer intent to recommendBUSINESS VALUE OF SHARING*

there is a hierarchy of sharing…

21

the y-axis of demand for sharing shows that more substantive, involving dimensions are in higher demand; they are also in scarcer supply

less demanded forms of sharing tend to be more prevalent but drive less business value, possibly because execution is out of sync with people’s expectations

history is significantly more influential than its demand would suggest

*illustrative representationQ13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH]. Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers


DEM

AN

D F

OR

SH

AR

ING

*co

nsu

mers

wh

o d

esi

re m

ore

GREATER UNMET DEMAND

STRONGER LINK TO CONSUMER BEHAVIOR

but there is more to the story

22

*Illustrative representationQ13: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [NOT ENOUGH]. Q18a: For each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers


DEM

AN

D F

OR

SH

AR

ING

*co

nsu

mers

wh

o d

esi

re m

ore

GREATER UNMET DEMAND

STRONGER LINK TO CONSUMER BEHAVIOR

higher order sharing is in high demand in Brazil, while shared history remains a quiet driver

spark a meaningful conversation

SHARED

DIALOG

listens and responds thoughtfully

gives many ways to ask questions and give opinions

invites people to share stories/experiences using their products and services with others

enables people to share info/stories/videos with friends

4

3

2

1

shared dialog is the first step toward sharing your brand with people of all ages

on average, 40% of people want your brand to engage in more meaningful conversations with them

people want you to listen, show genuine interest and, most importantly, act on what you hear

% of people who want brands to do more listening and thoughtful responding to their opinions [by age group]

Q1: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ] 24

25

% of people who want brands to do more listening and thoughtful responding to their opinions [by age group]

Q1: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ]

41% of people in Brazil, on average, say they want your brand to engage in more meaningful conversations with them, with interest only growing with age

in Brazil, older generations are the most demanding of deeper dialog

26

AXE* Voices, the brand’s community managers, create and distribute lifestyle and product content across social channels and spend hours every day responding to virtually every comment or message directed at the brand. by humanizing the brand, AXE has attracted almost 4.5 million fans. AXE likes what its fans like and engages with its community to show fans that AXE is more than just a can of body spray.

CASE STUD

Y

26

*Edelman Client

make every occasion special

SHARED EXPERIENC

E

offers brand experiences beyond just using the product

links people and the brand online and in real life through events and activities

6

5

Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5 Point Scale, Top 2 Box: Average: “Creates experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “]

experiences need to be about people, not about your brand

28

people everywhere want to share experiences with brands

people in developing markets are particularly enthusiastic, yet in developed markets the novelty seems to be wearing thin

the study suggests shared experiences need to be as much about people’s interests as they are about products to rekindle their business value

Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5 Point Scale, Top 2 Box: Average: “Creates experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “]

29

Brazil closely resembles other developing markets in the level of importance people assign to shared experiences with brands and their desire for more of them

shared experience is highly relevant in Brazil, similar to other developing markets

30

CASE STUDY

30

Heineken's* Departure Roulette recognized and rewarded its audiences' thirst for spontaneity and adventure with an airport-based experience that enticed people to take a leap of faith by trading in the air tickets in their hands for a trip to an unknown destination.

this experience was as much about people’s desire for adventure as it was about the brand’s positioning.

*Edelman Client

lend an ear and a ladder

SHAREDGOALS

asks people about their needs

demonstrates it wants people

to succeed at what’s important to them

7

8

whether it’s being a great parent or having

a secure financial future, 90% of people recognize and value the role that brands play in enabling the achievement of goals

but people would rather be asked what they need before being told how to get there

this is most true in product categories where people aren’t always confident in their knowledge or expertise, such as financial services and technology

people want brands to help them reach goals

% of people who think brands asking about their needs rather than just telling them about their products is one of the most important sharing behaviors [by industry category]

Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about my needs and doesn’t just try to sell me products”] 32

33Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about my needs and doesn’t just try to sell me products”]

% of people who think brands asking about their needs rather than just telling them about their products is one of the most important sharing behaviors [by industry category]

similar to the rest of the world, 87% of people in Brazil recognize and value the role that brands play in enabling the achievement of goals

their rating of the importance of asking about their needs is higher in every industry vs. more developed markets, which is further emphasized by the highest unmet demand for any sharing behavior

Brazilians particularly want brands to share their goals

34

Adidas* understands that people's performance aspirations are as individual as they are. the brand literally lives, runs and practices with people to understand their goals and motivations.

the brand recently asked dozens of women to photograph something that motivated them to work out and the result challenged the brand’s preconceptions about people’s goals and informed new product development.

CASE STUDY

34

*Edelman Client

stand up for what you stand for

SHAREDVALUES

communicates openly and transparently about how products are sourced and made

conducts business in ways that align with people’s values

gives back to the community

shares people’s beliefs forhelping the world

9

10

11

12

you can place a value on your brand’s values

92% of people want to do business with companies that share their beliefs

a strong correlation proves that people buy, use and recommend products whose values they share

LOW

MODERATE

STRONG

NONE .3

correlation between brands that demonstrate shared values and consumers’

intent to recommend that brand

Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers 36

LOW

MODERATE

NONE .3

correlation between brands that demonstrate shared values and consumers’

intent to recommend that brand

Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers 37

STRONG

there is also value to sharing brand values in Brazil

similar to the rest of the world, 88% of people in Brazil want to do business with companies that share their beliefs

yet business behavior and demand for shared values are uniquely lower in Brazil vs. shared goals, possibly illustrating a market still building the depth of its relationship with brands

translate your values into tangible actionsnearly 50% of people want you to be more open and transparent about how your products are made and sourced

4 in 10 people want you do more to give back to the community

% of people who want brands to share more of their values

Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH]

38

% of people who want brands to share more of their values

Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected NOT ENOUGH]

39

more than 4 in 10 people want brands to be more open and transparent about sourcing, offer greater help for communities, and share their beliefs on how to help the world

Brazilians share the desire for tangible demonstrations of a brand’s values

40

Mars* is a model of transparency and a global force for good in sustainable cocoa sourcing and supply chain management. the brand has invested heavily in research and local agriculture and pledged to buy 100% of its cocoa, coffee, tea, fish and palm oil from third-party certified sustainable sources by 2020, which can be tracked on its website.

CASE STUDY

40

*Edelman Client

you’ve got to give to get

SHAREDPRODUCT

enables people to personalize products

invites people to test products, collaborate on design, and provide feedback

openly offers information on how the brand performs against competitors

13

14

15

% of consumers who want opportunities

to share in the design &

development process

if they could, they would come to your R&D labs, your design studios or anywhere else products are designed and developed

9 out of 10 people want a hand in creating your products

people have a lot to give…

Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”] 42

43

% of consumers who want opportunities

to share in the design &

development process

Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”]

it therefore comes as no surprise that 88% of Brazilians want a hand in co-creating your products

people in Brazil assign higher importance to shared products than any other country

rank of openly sharing product performance data vs. other sharing behaviors based on

stated importance

9 out of 10 people want you to be as transparent about your products’ performance as you are about your values

it’s the most important of all the brandshare behaviors in seven out of twelve tested industries

it’s critical that what they receive in return is honest and open

Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11: please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly share information on how the brand compares with competitors”] 44

TECHNOLOGY

ELECTRONICS

AUTOMOTIVE

APPAREL

BEER, WINE, SPIRITS

RETAIL

FMCG/CPG

TRANSPARENCY ISMOST IMPORTANT IN:

rank of openly sharing product performance data vs. other sharing behaviors based on

stated importance

87% of people in Brazil want you to be as transparent about your products’ performance as you are about your values

transparency is ranked first in 5 of the twelve tested industries, and is among the top 3 most important of all the brandshare behaviors in 11 out of 12

in overall importance, honesty and openness about product performance in Brazil was the single highest scoring behavior worldwide

Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11: please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly share information on how the brand compares with competitors”] 45

APPAREL

HOUSEHOLD GOODS

FOOD & BEVERAGE

BEER, WINE, SPIRITS

FMCG/CPG

FINANCIAL SERVICES

AUTOMOTIVE

ENERGY

TELECOMMUNICATIONS

ELECTRONICS

TECHNOLOGY

TRANSPARENCY ISTOP 3 IMPORTANCE IN:

46

Adobe* understands that a product made with people best serves people‘s needs, so the company invites people to beta test their products. these open and public previews actively ask people to experience and evaluate new products, innovations and technologies.

Adobe’s recent invitation to beta test Adobe® Photoshop® Lightroom® marks the fifth consecutive version Adobe has offered for public preview and testing prior to its final release.

CASE STUDY

46

*Edelman Client

where you came from shapes where you’re going

SHARED HISTORY

shares company history or story16

although people don’t explicitly demand that brands share their history, a shared, open brand heritage is one of the most powerful predictors of people’s intent to purchase or recommend your brand

your history is secretly seductive

Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers

LOW

MODERATE

STRONG

NONE

correlation between brands that share their history and people’s intent to recommend that

brand

.3

48

Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next time you are purchasing/using the type of product or service that brand offers

LOW

MODERATE

NONE

correlation between brands that share their history and people’s intent to recommend that

brand

.3

49

STRONG

low incremental demand for shared history follows the global pattern, although its stated importance is the highest of any country we studied

your history is seductive and openly important in Brazil

50

CASE STUDY

50

Volkswagen* is among the most storied of all auto brands and one that embraces its roots even as it innovates the cars it brings to market.

The brand's "Why VW" online platform showcases its history as a brand by and for the people. recognizing that many people have -- and want to share -- stories about their own history with the brand, “Why VW" solicits and showcases people's own stories about their history and experiences with Volkswagen.

®

*Edelman Client

51

what can you do?

51

52

change your marketing communications ethosmigrate from a linear, push model to an inclusive sharing model

old model new model

53

harmonize your narrative create a single brand narrative with consumer needs and interests at the center

54

integrate your sharingredesign your existing engagement channels and properties to incorporate higher-value sharing

Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or service that brand offers

it pays to share

55

LOW

MODERATE

STRONG

NONE .3

INTENT TO USE/TRIAL

INTENT TO PURCHASE

INTENT TO RECOMMEND


.2.1

it pays to share

57

@EdelmanSig

edelmansignifica.com

contato@edelmansignifica.

com

Marketing

2013 Edelman brandshare™ - Brazil