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Firefly Millward Brown – How Can Your Brand Create Meaningful Impact in the New Egypt

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PAY?

how much would you

MEANINGFULLY DIFFERENT

capture more volume share,create loyalty,

command premiums & grow their value market share.

Meets

Needs

Affinity

Unique

Dynamic

SALIENT

MEANINGFUL DIFFERENT

Awareness Intensity

Brand

Equity

SALIENT

50 HIGH GROWTH BRANDS KNOW THIS ALL TOO WELL

THE BEST BRANDS OUTPERFORM THE MARKET

between SCOUBIDOU

& LOOM BAND

is a space

BRANDS1. Sophistication & expectations

2. Competition3. Clutter

HOW FIREFLY GLIMPSED INTO THE FUTURE

SEC A, B, C1, C2, D

IDEABLOG: NON-INTRUSIVE TO GET INTO CONSUMERS’ ‘PRIVATE’ SPACE

WELCOME TO THE FUTURE

Insert video about future Egypt

one DREAMtwo WORLDS

“When you think about it, the difference between people living in

the beautiful vision of future Egypt and the messed up side of

future Egypt, is what those have that the others don’t have. Yes,

education, opportunity and all those things are important and

those are mainly the responsibility of the government. But *of

course* brands have a role to play, so that the gap between

‘haves’ and have nots’ is not so dramatic.”

– Young nester, AB, Female, Cairo

TOP FUTURE TRENDS

new world,

old motivations

“Samsung is a brand for the future. It shows good values and

respect. It is one of the best brands that touched the lives of

people in Egypt. It did not discriminate between rich and poor.

Actually, it is one of the few brands that speaks to the rich and the

poor, never losing its charm. It made the dream (smartphone)

possible for everyone.” – Young adults, C1, Delta, M

Honesty, trust, authenticity, transparency, integrity

Unity, family, community, tolerance, peace, love

Success, leadership, respect, achievement

Charity, kindness, contribution, selflessness

Knowledge, intelligence, intellect, education

Justice, equality, fairness, opportunity

Progress, technology, innovation, (self) development, professionalism

Independence*, self-reliance, self-assertion, entrepreneurship

Moderation, discipline, self control

Belief, optimism, faith, hope, happiness

we identified core values which also represent frustrated needs for

themselves & society

the future belongs to

QUEENS

HTTPS://WWW.YOUTUBE.COM/WATCH?V=XPAOJMXYJGK

need for

speed

THINKING FAST & SLOW, DANIEL KAHNEMANN

Individualism & strain on social institutions

means more people will live (and die)

alone

EDUCATIONthe biggest

INVESTMENT

(then real estate)

healthily ever

after

EDUCATORS IMPLEMENTERS /

ENABLERS

internationalall over

TRADITIONAL

is the new

Exotic

bye-bye

big screen

people have

power

MORE THAN WORDS

“A successful (brand) benefits only itself. But the ‘impactful’

and the really ‘meaningful’ is the one that gives more than the

consumerist space. People in return give it more than their

money. People give respect and desire – because each and every one of us wants to do something truly meaningful.” – M, Mature

Nester, C2, Cairo

و لكن المؤثر. الفالح فالح لنفسه"

إلي عنده معنى بجد هو إلي بيدي

الناس حاجة أكتر من المنتج بتاعه

ا فالناس بتديله أكتر من فلوسه...

عوزاه الناس بتحترمه و بتبقى ...

عشان كل واحد فينا

“. عوز يعمل حاجة ليها معنى- M, Mature Nester, C2, Cairo

PURPOSE is the difference the brand intends to make in

people’s lives

Better quality

sleep(Empower)

Accelerates

discoveries &

possibilities

Immediate

satisfaction of

curiosity

(empower

human stories)

Inspires

happiness

‘TRIVIAL’ / LACKS

PURPOSE

HAS PURPOSE /

MEANINGFUL

SALIENTLESS VISIBLE

DIFFERENT / ALTERNATIVE / NICHE

ADMIRABLE / SUCCESSFUL /

MEANINGFUL IMPACT

LOUSY / LAZY / USELESS

SELFISH / NOISY / INTRUSIVE

PURPOSE: AN ESSENTIAL DIFFERENTIATING FACTOR FOR EGYPTIAN CONSUMERS NOW & IN THE FUTURE

COMMUNICATE IDEAS WITHCULTURALFLUENCYDON’T BE A JERK

A WINNING IDEA …

Is personally resonant/meaningful

Can be summed up in a single sentence...

Can work across borders, time and channels

Stretches the brand without breaking it

Is provocative and generates discussion...

Is disruptive

WHY ARE CAMPAIGN IDEAS IMPORTANT?

A strong campaign idea will allow multiple executions to be

developed within it, and allow content to be developed across

many channels making it easier for a brand to establish a

coherent and distinct positioning.

The marketplace is increasingly fragmented and it takes an

incredible idea just to break through the clutter and capture

the consumer’s heart and mind.

There are an abundance of products that perform well but

fewer and fewer compelling reasons to choose between them.

tell & empower stories

“We are host and hostage to the stories we tell”

PERSONALISATION

Egyptian consumers want to be

HEROS of their own story

one-size-

DOES NOT- fit-all

not just CaireneInclusivelyEgyptian,

In 2025 & beyond, where will your brand

BE?

SHUKRAN!FOR MORE INFORMATION CONTACT [email protected]