Millward Brown Saudi Arabia - The Meaningful Brand
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Transcript of Millward Brown Saudi Arabia - The Meaningful Brand
TAKE YOUR BRAND FROM GOOD TO GREAT
Discover how to create a brand that makes more money
Meaningfully different brands,
properly amplified, create sustainable
financial value growth.
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Empower and enthuse
Three basic types of mental association
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BRAND
EMOTION EXPERIENCE KNOWLEDGE EMOTION EXPERIENCE KNOWLEDGE
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People need to find a difference in order to make a decision
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Lead and differentiate
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What brands come to mind when you think of Ramadan?
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Needs-based
ALBAIK: a meaningful, different and salient brand here in Jeddah
Source: YouTube comments 9
i am 17 years old and i work in al-baik as a summer job, i know that some of you might not believe me, but i'm really damn proud to work in a place like this oh, i miss albaik, it was one of the best fried chicken i ever had and their sauce is magic. hhmmm i am crying that why i am not in jeddah... I wanna see the crowd n eat al baik chicken, fries etc... :( soooo nice !!!! :) it should be open in all over saudi arabia not only in jeddah!!!
Measuring meaning, difference and salience
People are more predisposed to buy brands they find meaningful, different and salient
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P r e d i s p o s e d c u s t o m e r s a r e a l s o m o r e l i k e l y t o p a y a p r i c e p r e m i u m
Meaningful
Salient
Different £ € $
¥ Brand Associations
In-market Facilitators
Brand Predisposition
Meaningful, different and salient brands…
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Each of these topline metrics is created from measures of how meaningful, different and salient brands are.
… Have the POWER to capture significantly MORE VOLUME
POWER
… Can command a price PREMIUM PREMIUM
… Have much greater POTENTIAL to gain value share in the future
POTENTIAL
Average Brand
BrandZ Top 100 Most Valuable
Brands
Power 11
Salient 127
Different 124
Meaningful 116
Salient 100
Different 100
Meaningful 100 Power
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Financially valuable brands are more meaningful, different and salient
The Most Valuable brands have a Power Score +71% versus the average
Meaningfully different brands produce better returns
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Low Potential
High Potential10%11%12%13%14%15%16%
Low PowerHigh Power
Average operating profit reported as a percent of revenues
Source: BrandZ and annual company reports for 49 companies
The four factors that define a meaningfully different brand
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Purpose: the difference the brand intends to make in people’s lives
Brands that have a clear sense of purpose empower staff and inspire consumers
Helping people find the information they need
Help humanity by making information universally accessible and useful
Inspiring happiness
Refreshing the world with a celebration of positive emotion
Empowering individual self-expression
Enabling self-expression with easy to use technology
Enabling everyone to have a
healthy life
Sells and rents a wide range of goods from water filters to mattresses
How can a new brand transform an established product category like yogurt? Deliver on taste.
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click here to listen to Chobani Founder’s Story
Delivery: Chobani’s taste and texture transformed the entire U.S. yogurt category and created a US$1.5 billion brand
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Greek yogurt now accounts for 60% of the U.S. yogurt market up from a few percent in 2005.
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
2007 2008 2009 2010 2011 2012
Between 2007 and 2012 the yogurt category grew by 30%
Until 2011 Chobani did not invest in traditional advertising but relied on the power of WOM to promote the brand
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Over an 8 week period Chobani attracts more likes and comments per post than competitors
Average feedback on category posts per 100,000 fans
3521
845
2471
52
258
27
103
33
LIKES PER POST COMMENTS PER POST
CHOBANI YOPLAIT DANNON ACTIVIA CHOBANI YOPLAIT DANNON ACTIVIA
World revolves around you
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Resonance: UK mobile services provider O2 put consumer needs first in order to grow market share
1. Whole business uniting behind shared brand KPIs ahead of short-term sales KPIs.
2. Leveraging every consumer touch point
3. Continual evolution of the offer and communications
2002 2008
MARKET SHARE
O2
Vodafone
Orange
Difference: Blue Moon detergent engages people in-store to engage consumers with a different experience
“The girl does not only tell it has good fragrance, but also teaches me how to smell it properly – should not directly smell from the bottle, but wave the hands back & forth to air the fragrance out, as to smell the perfume”
Salient
Different
Meaningful
Power 6
125
80 90 2009
156 132
156
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Meaningful
Different
Salient Power 2013
The four factors combine to create a meaningfully different experience
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DEFINE
The five facets of effective brand amplification
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Findability: Tropicana’s new packaging was not recognized and revenues declined by $30 million
Make your brand is where and when people need it and easily recognized
Credibility: Häagen-Dazs in China builds credibility through product, site location and wedding cakes
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Build credibility through innovation and association with people, places and events
Vitality: Coca-Cola’s “Open Happiness” campaign resonates with people all over the world
Keep your brand resonant, salient and part of contemporary culture
Click TV to view ad
Vitality: break the mould and create something engaging & new within your product category
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Make sure your advertising originates from what makes your brand meaningfully different
0
1
2
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Low Medium High
Ad effectiveness increases with difference
AwarenessIndex
Ads that are perceived as different make your media money work 25% harder BUT what makes the ad different must fit with the brand Ads that are perceived as different and fit with perceptions of the brand work 75% harder
Affordability: Levi’s made their brand accessible to thousands of new consumers with a payment plan
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Improve affordability – real or perceived – do not lower margins
0
10
20
30
40
50
60
70
2007 2008 2009 2010
Bought Last
Meaningful
Extendability: since 1955 Dove has grown successfully across categories and countries
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Leverage a strong brand by launching into new categories and countries
Dove grew from global sales of about €300M in 1990 to becoming Unilever’s first €3B brand in 2011.
Bar soap 1
Dish soap
Body wash
1955 1965 1995 1998 1991 1997 2010 2007
Deodorant
Hair care
Anti-aging range
Men’s care products
2002
Global expansion:
launched to 55 countries
between 1991-1994.
Body lotion
1999
Facial cleansers
To grow a brand’s meaningful difference must be amplified effectively and efficiently
DEFINE AMPLIFY GROW
Meaningfully different brands,
properly amplified, create sustainable
financial value growth.
Any questions? Please get in touch with Nigel Hollis [email protected]