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,2019,Protests raise ofpension age,Chinese Armyveterans protestagainst mistreatment,Populism & Political crises are on the rise,Instability inMiddle East,BrexitYellowJackets,AfD entersparliamentItalyspoliticalupheaval,Riots inNicaraguaShift to political rightin Latin America,RodrigoDutertescontroversiesInvasion Day,Womens marchDay without immigrants,77% prefer to buy from companies that,Buying has become a political act55% of consumers believecompanies have a more important role thangovernments today in creating abetter future,share their valuesSOURCES: PROSUMER REPORT THE MEANINGFUL SHIFT 2018HAVAS GROUP,84%,82%,81%,61%,83%,69%,2018: whenpurpose went mainstream70%,77%84%,Everywhere consumers expect brands to beactivelyinvolved in solving social & environmental problems,Still, there islittle valuefor peoplein the current valueexchange withbrands,PEOPLE WOULD NOT CARE IF77%OF BRANDSDISAPPEARED+3,pts,Purpose should be more,than a token gesture,84%38%,think companies and brandsshouldcommunicate honestly about theircommitments and promisesthinkcompanies and brands indeedcommunicate honestly abouttheir commitments and promises,From Brand PURPOSE,to Brand ACTIVISM,BRANDS HAVE TO BE MEANINGFUL TO SURVIVE,Inspire MeaningfulConnections,Which GenerateBusiness Results,BetweenPeople & Brands,What we do withMeaningful Brands Go beyond the product, exploring howbrands tangibly improve peoples livesand the role they play in society,Ongoing,+10 years,2019Study,to connect brands withhumanwell-beingMeasures the quality of benefitsbrands bring topeoples lives,and theRETURNS IN,BUSINESS TERMS,1 PROPRIETARY METRICof brand strength2 FIRST GLOBAL FRAMEWORK,3,Our uniqueBrand Framework,+350,000 citizens31markets,22 industries+1,800 brands,Why does,Meaningfulness,matter?,63%,76%GEN X,84%GEN Y,SOMETHING MORE THAN A PRODUCT!Peopleexpect more from brands,BOOMERS“More”:Interesting,Useful or Meaningful content /services apartfromtheirusual offer,87%GEN Z,MEANINGFULVALUE FORPEOPLE,BUSINESSRETURNS+ Share of Wallet+ KPIs+ Financial Value,=,Return on meaningEarningMeaningful Returns,The moremeaningfulthe greatershare ofwallet,MBIndex,Share ofWalletSoWx9,significantly,Meaningful brandsgeneratehigher KPIs,KPIsOverall ImpressionPurchase Intent(non clients)Repurchase Intent(clients),AdvocacyPremium Price,76%40%,37%18%,HighM Performance80%38%70%,LowM Performance42%14%29%,Return on Meaning Boost by KPIImproving Performance by only 10%, KPIs Grow by,14%12%,10%8%6%4%,2%0%,+3%FAMILIARITY,+7%OVERALLIMPRESSION,+11%PURCHASE,+5%REPURCHASE,+7%ADVOCACY,+13%PREMIUMPRICE,ImprovingMeaningfulPerformanceboosts KPIs,130Stock-market cumulatedvaluesbetween2008 and2018Source: Yahoo Finance/STOXX 180080,TOP MBperformers,380330280230Overall StockMarket180,430MeaningfulBrands,outperform the stockmarket by134%,2008,2018,2010,2012,2014,2016,Personal benefits,or service deliver?,Collective benefits,Functional benefitsDoes the product,FUNCTIONAL,GOV/ETHICS,ENVIRONMENT,COMMUNITY,WORKPLACE,ECONOMY,ORGANISATIONALPHYSICAL,FINANCIAL,INTELLECTUAL,SOCIAL,EMOTIONAL,NATURAL,Defining meaningfulUnderstandingwhatmatters,MB INDEX = BrandPerformance+ KPIs,How brands improvepeoples lives?,Whats theirrole in society?,What makes,brands,meaningful?,What Makes Brands Meaningful?,Importance weights Indexedper pillar,Good Quality ProdsDeliversUseful ProdsSafe & Responsible ProdsFair prices,Life EasierPeace of MindMe HappierLife SatisfactionNew Ideas,TransparentEthicalDiversityGood WorkplaceBenefits Local Economy,116114114110110,112110107105104,41%,FUNCTIONALBENEFITS,PERSONALBENEFITS,30%,29%,COLLECTIVEBENEFITS,107104103103100,ARG,BRA,CHL,DEUESTBEL,IDNCHN,KOR,MYS,NLDDNK,JPNPOL,MEXRUSITAPRT,ESP,SGPTWN,LTUGBRSWE,PERUSACANLVAFRA,Morefunctional,Morecollective& personal,HigherMeaningfulnessIND,EmergingGratefulmarkets,AUTMature,Pragmatic&BrandAgnostic,LowerMeaningfulness,What bringsmeaningdiffers bycountry,More,& personal,Transport,LowerMeaningfulness,HigherMeaningfulness,Meaningfulness variesby industry,Morefunctional,collective,CONSUMERELECTRONICS,TRANSPORTS,AUTOMOTIVEAuto,INTERNET&MEDIAMedia & Internet,BEVERAGEBeverage,ENERGY,ApparelAPPAREL,ENTERTAINMENT,HEALTHCARE,FOOD,TRAVEL,PERSONAL CARE,TelcoFINANCE & TELCOINSURANCEFinance & Insurance,SOUTHEASTASIATRANSPORTINTERNET & MEDIATRAVEL TOURISM,MostMeaningfulIndustriesTop 3 per regionEAST.EUROPEFOOD,ELECTRONICS,AUTOMOTIVETRANSPORTE.ASIACONSUMER GOODSFINANCIAL,LATAMTRAVEL TOURISMENTERTAINMENTFOOD,WEST. EUROPERETAILELECTRONICSFOOD,NORTHAMERICACONSUMER GOODSFOODENTERTAINMENT,10,70,5,13,17,21,25,TOP30MeaningfulGlobalBrands -2019,MBIIndex15,1,74,6,2,73,0,3,71,9,4,71,7,5,71,2,6,71,1,7,MBIIndex15 71,0,8,70,9,9,70,8,11,70,4,12,70,2,MBIIndex15 70,1,14,69,7,15,69,7,16,18,19,20,22,69,6,23,69,3,24,69,2,MBIIndex15 69,1,26,69,0,27,68,9,28,68,8,29,68,7,30,68,6,69,5,MBIIndex15 69,6,69,5,69,5,69,5,MBIIndex15 69,5,A GlobalBrand is a brand assessedin at least3 markets and 2 regions in MB19,and availableworldwide.,But notallbrands perform onpersonal benefits,4,8,3,94,3,Weak,Med,Good,BRANDS PERFORMANCE,DRIVERS IMPORTANCE,41%30%29%,FunctionalbenefitsPersonalbenefitsCollectivebenefits,4.,84%,BRAND ACTIVISM WINS OVER BRAND NEUTRALITYby triggering better personal benefits,The Brand ability to inspireconsumers to Make theworld a better place, with the Emotionalbenefits providedbythe Brand to consumers,shows a,correlation,Brand Activismcan take many forms,Sustainability,Health,Immigration,LGTBRights,GenderEquality,How to inspire,more meaningful,connections?,72%,Correlation betweenperformance on Personal Benefitsand Content Effectiveness*,*CONTENT EFFECTIVENESS IS defined by crossing the strength of association of a brand tocontent types and the performance of the content performed by the brand,Great Content drivesPersonal benefits,OfConsumers,Experiences,Solutions,Entertainment,Stories,Events,90%,ExpectBrandstoprovideContent,BUT we live in a world ofcontent overload,+470,000Tweets sent,+4 MVideos watched, everyminute of the day!SOURCE: DOMO 2018,+49,000Photos posted,58%,More thanhalf,of content fails todeliver,of the contentprovided by brandsis notmeaningful toconsumers,Withdifferentlevelsofcontenteffectivenessperindustry,CONTENT EFFECTIVENESS INDEX: Indicatorreflectingthestrengthofcontentassociationandperformanceforeachbrand,Telco,1091,993,Retail,Healthcare,1190,Financial,1289,1388,Insurance Restaurants,1483,Energy& Utilities,1582,Automotive1129,Travel &Tourism3111,Electronics2111,Transport6107,Internet& Media799,Food5107,Beverage897,Consumergoods4111,Adetailed ContentframeworkAssociation,43ContentTypes,CONTENTEFFECTIVENESSINDEX,Is this content associated with my brand?PerformanceHow is my brand executing this content?ExpectationWould people like my brand to offer?,Newformats ofcontentfor astrongbusinessimpact,AR EXPERIENCEWEB SERIESLONG MOVIEVIDEO GAMESTORY FROM ARTISTSTV SHOW / PROGRAMRED CARPET & PREMIEREVR EXPERIENCESHORT MOVIEPERSONALIZED MESSAGE,0,330,310,310,300,300,300,300,300,290,29,AR EXPERIENCELONG MOVIEWEB SERIESDOCUMENTARYVR EXPERIENCETUTORIAL OR E-LEARNINGVIDEO GAMEORGANIZATIONAL TOOLRED CARPET & PREMIERESTORY FROM ARTISTS,0,400,390,390,380,380,370,370,370,370,37,AR EXPERIENCELONG MOVIEWEB SERIESDOCUMENTARYTV SHOW / PROGRAMSTORY FROM ARTISTSRED CARPET & PREMIEREVR EXPERIENCEVIDEO GAMESHORT MOVIE,0,430,430,430,420,420,410,410,410,410,41,LONG MOVIEWEB SERIESAR EXPERIENCEDOCUMENTARYVR EXPERIENCEMUSIC VIDEOTV SHOW / PROGRAMORGANIZATIONAL TOOLSHORT MOVIETUTORIAL OR E-LEARNING,0,280,280,270,270,270,270,270,260,260,26,PURCHASE,REPURCHASE,ADVOCACY,FAMILIARITY,CORRELATIONS BETWEEN CONTENT PERFORMANCE AND EACH STEP OF THE CONSUMER JOURNEY,Understanding theRoles of Content,Reward,Inspire,Expected content rolesvarybyIndustryEntertainmentiskeyformedia&beveragebrands,#1 INSPIRE#2 HELP#3 INFORM,Travel &Tourism,#1 REWARD#2 HELP#3 INSPIRE,Food,#1 INSPIRE#2 INFORM#3 REWARD,PersonalCare,#1 HELP#2 INSPIRE#3 REWARD,Internet& Media,#1 ENTERTAIN#2 INSPIRE#3 HELP,Beverage,#1 ENTERTAIN#2 INSPIRE#3 REWARD,Automotive Electronics,#1 HELP#2 INSPIRE#3 INFORM,+,+,Mostassociated,-,Least,Standard,Already fulfilled,Must HaveHave to be thereINSPIRE,ENTERTAIN,expected-SecondaryDo not focus only hereEDUCATE,HELPLeastassociated,INFORM REWARDMostexpectedOpportunityPotential differentiation lever,Inspiration&Rewardmostexpectedcontent fromApparelbrands,APPAREL,+,+,-,Leastassociated,Mostexpected,StandardAlready fulfilled,Leastexpected-SecondaryDo not focus only here,OpportunityPotential differentiation lever,INSPIRE,ENTERTAIN,INFORMEDUCATE,HELP,REWARD,mostexpectedcontent fromHealthcarebrands,Help&Information,HEALTHCAREMostassociatedMust HaveHave to be there,HELP,by Otrivin,decongestingthe city,Otrivin (nasal spray)provided 6.000,marathon runnerswith cleaner airin New Delhi,with cannons that are able toget dust, pollen & pollution outof the sky, used before &during the races,Meaningful,Brands,In a few words,Customers expect brands to take astand on causes,Brands that fail to do so will be forgottenMeaningful Brands adopt a genuinebrand activism strategy to survive !,Call to Action,driving noticeable rises in meaningfulnessBut brands are not delivering yet especially on personal benefits,Great content drives personal benefits!,Personal & Collective benefits,increasingly important,Content can drive business resultsBut most of the content provided bybrands fail to deliver,To be meaningful, content has to betailored to the industry,People are asking for content,THANK YOU,
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