Havas Meaningful Brand Study: 2017 Belgium Results

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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 peoples 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

    peoples 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 meaningfulIncreasing

    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

  • 58%

    BOOMERS

    71%

    GEN X

    77%

    MILLENNIALS

    People expect more from brandsPURPOSE BEYOND PRODUCT

    More: Interesting, Useful or Meaningful content / services apart from their usual offer

  • % 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

  • 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

    FUNCTIONALBENEFITS

    83%over-perform on

    PERSONALBENEFITS

    63%over-perform on

    COLLECTIVEBENEFITS

    3

  • 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

  • Thats 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

  • What brings meaning

    differs by industry

    0

    20

    40

    60

    80

    100

    120

    Automotive

    Beverage

    Consumer Goods

    Telco

    Energy & Utilities

    EntertainmentFinance & Insurance

    Food

    Healthcare

    Internet & Media

    Retail

    Functional Personal Collective 100

    Industry pillar indexed against average

  • 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

  • How to inspire more meaningful

    connections?

  • Socialexperiences

    Solutions Entertainment Stories Events

    84% Expect Brands to provide ContentOf Consumers

  • source: DOMO 2016, data-never-sleeps-4-2

    But we live ina world of content

    OVERLOAD...500 MillionTweets sent

    4.3 BillionFacebook

    messages posted

    500 MillionHours of VIDEO

    uploaded to Youtube

  • is not meaningful to consumers

    60% of the content provided by brands

    And more than half of content fails to deliver

  • 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

    But great Content drivesPersonal Well-being

  • Role of ContentUnderstanding the

    Customer Support

    Lifestyle Apps

    Online Purchasing

    ..

    Discounts

    Contests

    Special Sales

    Reward Educational Platforms

    Masterclasses

    Expert Advices

    Trade Fairs

    Own Publications

    In-Store Events

    Videogames

    Livestream Events

    Sport Events

    Co-Creation

    Social Media Sharing

    Peer reviews

    Inspire

  • 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

  • Meaningful Accelerator

    Planning

  • THANK YOU

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