Havas media meaningful brands
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WELCOME TO
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brands could disappear, people will not care
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Today’s consumer paradigm
Real human prosperity is continuing to fall
from: more, bigger, faster, cheaper, now
to: smarter, fitter, wiser, tougher, closer
Relationships are largely broken between brands and people
And people are empowered more than ever before
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Companies and brandsshould play a role in
improving our
quality of life and
wellbeing
Expectations are high but perception is rude for brands
Companies and brands are
working hard at improving
our quality of life and
wellbeing
30% agrees
61% agrees
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27% agrees
I believe change will come from
companies and brands, not
from governments and
institutions
A global lack of trust : do it yourself
I believe change will come
from people, not from
companies and brands
59% agrees
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20% agrees
I regularly seek out information
about the behavior of
companies and brands
Consumers are watching you !
I often buy from companies with a
reputation for having another
purpose than just for profit
30% agrees
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FIRST GLOBAL FRAMEWORK TO CONNECT BRANDS WITH HUMAN WELL-BEING
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MEASURES THE QUALITY OF BENEFITS BRANDS BRING TO PEOPLE’S LIVES AND THE RETURN IN BUSINESS TERMS
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+350,000citizens
34markets
12sectors
Ongoing
6+ years
+ 1,000
brands 2015
A proprietary metric of brand strength
Worldwide Survey
+7,700citizens
12 sectors2015
+ 70 brands
Let’s Discover !Unique & Solid Research
13 dimensions
+ 60criteria
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Meaningful
Brands
Attachment Quality of life
Perfomance Brand Equity
Better understand your Brand with Meaningful Brands Study
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Empower the Connection Plans
BRANDS STATUS & ASSETS CONNECT
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Solutions
Symptom
Diagnostic
Purpose
Meaning
Brand Analysis
Meaningful
Experiences
Improve “me” , “us” , the worldGuide and transform myself
Engage “me” Stage memorable experiences
Provide “me”Deliver
Different Pathways… with a common pattern
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IS YOUR BRAND MEANINGFUL ?BRAND STATUS
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“Take of Pulse”
To what extent people would care
if the brand disappeared
Attachment Quality of life
To what extent brands contribute to
improve their quality of life
Struggle with brand switchers and P.L.
Bring something different, give experience
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HIGHER ATTACHMENT SCORE
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If top 25% ranked brands disappear, 57% people wouldn’t care
Attachment score
57%
67%
77%
Top 75% brands
Top 50% brands
Top 25% brands
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Top 10 attachment score
1.Colruyt
2.Google
3.Aldi
4.NMBS-SNCB
5.Côte d'Or
6.MIVB - De Lijn
7.Microsoft
8.Coca-Cola
9.Lidl
10.Nivea
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BETTER QUALITY OF LIFE SCORE
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2%
14%
34%
21%
17%
36%
0%
10%
20%
30%
40%
50%
Entertainment Energy &Utilities
Transport Food ConsumerGoods
Retail
Average Index variation
Each sector brings experience at an unequal level
Average all
brands 32%
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Top 10 quality life score
1.Google
2.Colruyt
3.Samsung Electronics
4.Microsoft
5.Aldi
6.Nivea
7.NMBS-SNCB
8.Telenet
9.MIVB - De Lijn
10.Delhaize
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Understanding brands assets
Marketplace
Personal Wellbeing
Collective Wellbeing
Brand Equity
Purchase Intention
Brand Advocacy
Overall Impression
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MarketplaceGoing beyond the product
“Good quality”
“Wide range”
“Creates innovative products & services”
“Delivers what it promises”
“Listens to
customers”
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Personal wellbeingExploring how brands tangibly improve peoples lives
“Stay
healthy”“Save
money”“Makes life
easier”
“Encourage learns new
things”
“Connect & share
experiences” “Feel happy”
“Be more environmentally
friendly”
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Collective wellbeingThe role they play in society
“Treats employees fairly”
“Supports charities”
“Benefit the economy”
“Transparent and honest”
“Sustainable”
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Brand Equity
Overall Impression
“Could you rate your global perception of the brand ?”
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Brand Equity
Advocacy
“Would you mind to recommend this brand to friend & family ?”
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Brand EquityPurchase / RepurchaseIntent
“How likely are you to purchase a product
or service from the following brands?”
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Personal
wellbeing
Meaningful Brand Index
Marketplace Collective
wellbeing
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Belgium 2015
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79
AT
TA
CH
ME
NT
% p
eo
ple
wh
o w
ou
ld c
are
if
the
bra
nd
dis
ap
pe
are
d (
5+
6+
7 in
a s
ca
le 1
-7)
Meaningful Brands Index 2015
BELGIUM
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Top 10 Meaningful Brands
1.Colruyt
2.Aldi
3.Côte d'Or
4.Nivea
5. IKEA
6.Samsung Electronics
7.Danone
8.Lidl
9.Sucre de Tirlemont
10.Google
75,29
70,90
69,57
69,45
68,75
68,53
68,03
67,95
67,92
67,41
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FROM MAPPING TO CONNECTION PLANS BRAND ASSETS
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Zoom on Retail
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
70%
45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79
AT
TA
CH
ME
NT
% p
eo
ple
wh
o w
ou
ld c
are
if
the
bra
nd
dis
ap
pe
are
d (
5+
6+
7 in
a s
ca
le 1
-7)
Meaningful Brands Index 2015
Retailers
average BE
Retailers
average WW
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Discover best brand assets…
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Discover best brand assets…
The Brand Matrix allow us to identify brand opportunities
+ Range of products
+ Life easier
+ Save time
- Closer to people
- Benefits to the Economy
- Reducing packages
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… at each stage of the Customer Decision Journey
Purchase
intent
Repurchase
intent
Advocacy
Overall
Impression
Familiarity
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47% 43%
13%
78%
36%
96%
76%
26%
85%
70%
FAMILIARITY OVERALL IMPRESSION PURCHASE REPURCHASE ADVOCACY
Amazon Colruyt Retail
Define key drivers to activate
Consumer sharing
Consumer deciding
Consumer evaluating
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CONCLUSION
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Meaningful Connections are based on a new organic combination: owned, shared, earned, paid
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Meaningful Connections are DATA DRIVEN & CONTENT POWERED
End to end measurement Responsive communications Across customers and prospects
More personalisedBrand led experiences More meaningful
DATA
CONTENT
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