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BRAND LOYALTY Maintaining relevancy and trust with customers in an increasingly busy and fragmented landscape
@samchatwin
Brand
Business Cards
Presentations
AdvertisingEnvironments
Voicemails
Publications
Packaging
Website(s)
Vehicles
Newsletters
Direct Mail
ProposalsEmails
Networking
Word of Mouth
Exhibits
Experiences
Services
Products
Social Media
Trade Shows
Telephone
Public Relations
Services
Web Banners
Billboards
Signage
Blogs
brands
industries
people worldwide
countries
100012
300,00034
Source: Meaningful Brands. http://www.meaningful-brands.com/
7%Western Europe
35%Latin America
60%Emerging Asia
5%North America
11%Developed Asia
45%Middle East
9%Eastern Europe
Source: Meaningful Brands. http://www.meaningful-brands.com/
Deliver 100% more KPI outcomes
On average gain 46% more share
of wallet
Outperform the stock market
by 133%
Source: Meaningful Brands. http://www.meaningful-brands.com/
‘their daily email newsletter of aggregated stories is worth the price of a subscription alone’ Source: econsultancy
43%
47% Owned media
48% Social media
53% Hybrid media
62% Traditional media
64% Search engines
45%
52%
62%
67%
2012 2013 2014 2015
Source: 2015 Edelman Trust Barometer http://www.edelman.com/2015-edelman-trust-barometer/
2014 2015
More trust
*% of countries in which trust decreased
Less trust
Tech
nolo
gy
Cons
umer
ele
ctro
nics
Auto
mot
ive
Ente
rtai
nmen
t
Food
and
bev
erag
e
Cons
umer
pac
kage
d go
ods
Brew
ing
and
spiri
ts
Tele
com
mun
icat
ions
Phar
mac
eutic
als
Ener
gy
Cons
umer
hea
lth
Chem
ical
s
Fina
ncia
l ser
vice
s
Bank
s
Med
ia
50%
80%
78%
77%
75%
72%
71%
66%
67%
67%
67%
66%
66%
63%
63%
64%
63%
61%
61%
61%
60%
61%
60%
57%
57%
53%
53%
52%
51%54
%
54%
80%
*
74%
*
67%
*
Source: 2015 Edelman Trust Barometer http://www.edelman.com/2015-edelman-trust-barometer/
100 103 106 109 112 115 118 121 124 127 130
Waitrose
Audi
Samsung
Cadbury
Boots No.7
Volkswagen
BBC
Colgate
John Lewis
Intentions trust Capability trustUK top 10
Source: Millward Brown Brandz
‘Branding is about creating and sustaining trust it means delivering on promises. The best and most successful brands are completely coherent. Every aspect of what they do and what they are reinforces everything else.’ Wally Olins
‘If you're not trying to do something better, then you're not focused on the customer and you'll miss the possibility of making your business great.’ Jonathan Ive