brandshare Australia Results 2014

1. HOW BRANDS & PEOPLE CREATE
A VALUE EXCHANGE
Presented by Edelman Australia
brandshareTM 2014 © Daniel J. Edelman, Inc .

2. THERE IS A NEW KIND OF BRAND
2
brandshareTM 2014 © Daniel J. Edelman, Inc .

3. AND THE DELIVERY OF MUTUAL BENEFIT
BRAND
BEHAVIOURS
CONSUMER
NEEDS
3
VALUE
EXCHANGE
brandshareTM 2014 © Daniel J. Edelman, Inc .

4. WE COMPARED CONSUMER NEEDS…
4
I can count on the
brand to deliver
consistent products
or services
1
The brand
delivers what
I need from a
product or
service
2
I want to be
associated with
the brand
The brand is an
essential part of
my life
I respect the
company’s
leaders
I feel good about
this company’s
commitment to its
community
I feel the brand
cares about
more than itself
1
2
3
4
5
I feel good buying
this company’s
products or services
6
7
I believe in the
brand’s purpose8
9
brandshareTM 2014 © Daniel J. Edelman, Inc .

5. TO WAYS BRANDS COULD FULFILL
THESE NEEDS…
Shares company history
and heritage openly
Openly shares its
vision for the future
Is open about company
performance and holds
leaders accessible
Communicates
transparently about how
its products are sourced
and manufactured
Takes a stand on issues
of importance to
individual consumers
Offers many ways for
consumers to ask questions
and share opinions
Is quick to respond to
people’s concerns and
complaints
Helps people achieve
their personal goals
Invites consumers to
participate in events
and live experiences
Invites consumers to
interact online
Invites consumers to
represent products and
services to their social
networks
5
Acts with a clear mission and
purpose at its core1
2
3
4
5
6
Invites consumer participation in
product development7
8
9
14
13
Uses its resources to drive
change in the world12
11
10
brandshareTM 2014 © Daniel J. Edelman, Inc .

6. AND EVALUATED HOW THEY COMBINE TO
DELIVER BUSINESS OUTCOMES
6
Purchase
Recommend
Defend
1
2
3
Share Personal Information
Share Brand Content
4
5
brandshareTM 2014 © Daniel J. Edelman, Inc .

7. PEOPLEGeneral and influencer
consumer populations who
report at least a minimal level
of engagement* with brands
15,000
IN 12 COUNTRIES
AUSTRALIA
BRAZIL
CANADA
CHINA
FRANCE
GERMANY
INDIA
JAPAN
MEXICO
TECH + ELECTRONICS
TELECOMMUNICATIONS
FOOD
SOFT DRINKS +
COFFEE
BEER + SPIRITS
CONSUMER HEALTH
CPG/FMCG
RETAIL
FINANCIAL SERVICES
ENERGY
AUTOMOTIVE
INDUSTRY SECTORS
30 MINUTE DURATION
BRANDS48 multi-national brands,
plus approx. 15 “local”
brands per country
199
ACROSS ELEVEN
THROUGH ONE
ONLINE
SURVEY
7
SECOND ANNUAL BRANDSHARE STUDY
NETHERLANDS
UK
USA
brandshareTM 2014 © Daniel J. Edelman, Inc .
*To participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the
last 12 months. Brand engaging activities might include things like visiting a brand website, attending a brand sponsored
event, following a brand on Twitter, wearing branded clothing, etc.
AUSTRALIA1027 people (controlled,
distributed sample)
About 48 multi-national brands,
and 11 “local” brands
We talked to

8. WE LEARNED THERE IS:
Little value for the consumer
in the current value exchange
But the good news is:
A new consumer need
state that drives value
Value in meeting emotional
needs in new ways
8
brandshareTM 2014 © Daniel J. Edelman, Inc .
2.
1.

9. LITTLE VALUE FOR
THE CONSUMER
IN THE CURRENT
VALUE EXCHANGE
9
brandshareTM 2014 © Daniel J. Edelman, Inc .

10. PEOPLE CONTRIBUTE. BRANDS BENEFIT.
THERE IS LITTLE VALUE EXCHANGE.
One-sided relationship
66%
10
Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information, stories, etc.) successfully
share with you in return, or is it more of a one sided relationship? Q25: Do you think brands are motivated to share with you
because they have a sincere commitment to their customers, or because they have a self-centered desire to increase profits?
brandshareTM 2014 © Daniel J. Edelman, Inc .
Brands have self-centered
desire to increase profits
70%
One-sided relationship
79%
Brands have self-centered
desire to increase profits
81%

11. CONTENT ALONE WON’T CUT IT FOR PEOPLE
11
80%
20%
brandshareTM 2014 © Daniel J. Edelman, Inc .
91%
10%
Just compelling content
A clear reason or purpose for
sharing must be involved

12. AND BRANDS HAVE TO BE READY
12
OF RESPONDENTS FEEL
THEY SHOULD BE ABLE
TO COMMUNICATE AND
INTERACT WITH BRANDS
QUICKLY, IN REAL-TIME
87%
brandshareTM 2014 © Daniel J. Edelman, Inc .
94%

13. PEOPLE WANT MORE VALUE FROM
BRAND RELATIONSHIPS
13
Q9: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that
you like are currently doing each of these things too much, just right, or not enough? [% who selected JUST RIGHT or NOT ENOUGH. Q11: Please select the statements that
you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]} brandshareTM 2014 © Daniel J. Edelman, Inc .
Want more meaningful relationships
with brands
%87
%17 Think brands deliver
92%
12%

14. PEOPLE WANT BRANDS TO BE
14
brandshareTM 2014 © Daniel J. Edelman, Inc .

15. Q5: You will be presented with things that a brand can do to build and maintain a connection with you or
customers like you. Thinking about brands that you like, how important is each of the following to you? [5-
Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select
as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRANDS)
MORE RESPONSIVE…
PEOPLE SAY IT
IS IMPORTANT
55%
13%
Gives many ways to ask
questions and give opinions
Respond quickly to people’s concerns
and complaints 15
brandshareTM 2014 © Daniel J. Edelman, Inc .
78%
PEOPLE SAY IT
IS IMPORTANT
85%
HOW THEY THINK
BRANDS PERFORM
17%
HOW THEY THINK
BRANDS PERFORM
59%
18%
12%
PEOPLE SAY IT
IS IMPORTANT
PEOPLE SAY IT
IS IMPORTANT
HOW THEY THINK
BRANDS PERFORM
HOW THEY THINK
BRANDS PERFORM

16. PEOPLE SAY IT
IS IMPORTANT
43%
10%
16
brandshareTM 2014 © Daniel J. Edelman, Inc .
68%
PEOPLE SAY IT
IS IMPORTANT
73%
HOW THEY THINK
BRANDS PERFORM
11%
HOW THEY THINK
BRANDS PERFORM
52%
16%15%
PEOPLE SAY IT
IS IMPORTANT
PEOPLE SAY IT
IS IMPORTANT
HOW THEY THINK
BRANDS PERFORM
HOW THEY THINK
BRANDS PERFORM
Invites people to be a part of the
development and refinement process
Communicates openly and transparently
about how products are sourced and made
Q5: You will be presented with things that a brand can do to build and maintain a connection with you or
customers like you. Thinking about brands that you like, how important is each of the following to you? [5-
Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select
as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]
ALLOW MORE PARTICIPATION…

17. PEOPLE SAY IT
IS IMPORTANT
43%
10%
17
brandshareTM 2014 © Daniel J. Edelman, Inc .
58%
PEOPLE SAY IT
IS IMPORTANT
53%
HOW THEY THINK
BRANDS PERFORM
17%
HOW THEY THINK
BRANDS PERFORM
52%
15%
21%
PEOPLE SAY IT
IS IMPORTANT
PEOPLE SAY IT
IS IMPORTANT
HOW THEY THINK
BRANDS PERFORM
HOW THEY THINK
BRANDS PERFORM
AND PURPOSE DRIVEN
Uses its resources to drive change
in the world
Has a clear mission and purpose at its core
Q5: You will be presented with things that a brand can do to build and maintain a connection with you or
customers like you. Thinking about brands that you like, how important is each of the following to you? [5-
Point Scale, Top 2 Box] Q11: Please select the statements that you feel apply to [BRAND]. You may select
as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]

18. BEHAVE THIS WAY AND BRANDS
CAN MEET NEW CONSUMER NEEDS
TO IGNITE THE VALUE EXCHANGE
18
brandshareTM 2014 © Daniel J. Edelman, Inc .

19. A NEW CONSUMER NEED
STATE HAS EMERGED
THAT DRIVES VALUE
19
brandshareTM 2014 © Daniel J. Edelman, Inc .

20. I feel good about this company’s commitment to its community
20
I feel the brand cares about things other than itself
I believe in the brand’s purpose
FULFILLING SOCIETAL NEEDS DRIVES OUTCOMES
brandshareTM 2014 © Daniel J. Edelman, Inc .

21. 1. Takes a stand on the issues I care about most
3. Uses its resources to drive change in the world
4. Communicates openly and transparently
about how products are sourced and made
2. Lets people know the company’s mission and
vision for the future
SOCIETAL NEEDS EXTEND BEYOND
TRADITIONAL DEFINITIONS OF
CORPORATE RESPONSIBILITY
AND SUSTAINABILITY
21
TOP FIVE BRAND BEHAVIOURS THAT CORRELATE
TO AUSTRALIAN CONSUMERS’ SOCIETAL NEEDS
brandshareTM 2014 © Daniel J. Edelman, Inc .
5. Invites people to be a part of the
development and refinement
process for products or services

22. SHARE BRAND
CONTENT
PURCHASE DEFENDRECOMMEND
MEETING SOCIETAL NEEDS ACTIVATES SHARING
PERSONAL INFO AND BRAND CONTENT
0.5
0.4
0.3
0.2
0.1
Rational needs Emotional needs Societal needs
MOST IMPACT
LEAST IMPACT
SHARE PERSONAL
INFO
brandshareTM 2014 © Daniel J. Edelman, Inc .

23. MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS
BENEFIT TO BRANDS
PURCHASE+ 8%
DEFEND+10%
RECOMMEND+12%
SHARE PERSONAL INFO+11%
SHARE BRAND CONTENT+12%
23
brandshareTM 2014 © Daniel J. Edelman, Inc .
+
+
+ 6%
+10%
+10%
+13%
+12%
RATIONAL
EMOTIONAL
SOCIETAL

24. CREATING A VALUE EXCHANGE
24
brandshareTM 2014 © Daniel J. Edelman, Inc .

25. A BRAND THAT INSPIRES AND EXCITES PEOPLE
TO SHARE IT BECAUSE IT MATTERS TO THEIR
EVERYDAY LIFE
25
Responsiveness
Participation
Purpose-driven
Rational + Emotional
Societal
brandshareTM 2014 © Daniel J. Edelman, Inc .

26. STORYTELLING &
STORYSHARING
RECOGNISE THAT PARTICIPATION COMES
IN MANY FORMS
PROMOTE YOUR BRAND BY INVITING
PEOPLE TO ACTIVELY PARTICIPATE IN
WAYS THAT ARE MEANINGFUL TO THEM
26
brandshareTM 2014 © Daniel J. Edelman, Inc .

27. ALIGN MARKETING AND CORPORATE
COMMUNICATIONS EFFORTS TO ENSURE YOUR
STORY IS HEARD AND SHARED
EVOLVE YOUR BRAND TO INCLUDE BOTH
BRAND PROMISE AND BRAND PURPOSE
CONVICTION
& COMMITMENT
27
brandshareTM 2014 © Daniel J. Edelman, Inc .

28. LISTEN, LEARN AND ADAPT BASED
ON WHAT PEOPLE TELL YOU ABOUT
THEMSELVES AND YOUR BRAND
PROTECT YOUR BRAND BY
INCORPORATING CUSTOMER SERVICE
INTO YOUR MARKETING STRATEGY
ALWAYS ON &
ALWAYS ADAPTING
28
brandshareTM 2014 © Daniel J. Edelman, Inc .

29. 29
BRAND
BEHAVIOURS
CONSUMER
ACTIONS
RECOMMEND
DEFEND
PURCHASE
SHARE
PURCHASE
INFO
SHARE
BRAND
CONTENT
CONSUMER
NEEDS
RATIONAL
EMOTIONAL
SOCIETAL
MOVING FROM A TRANSACTION-BASED VALUE EQUATION…
TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL
brandshareTM 2014 © Daniel J. Edelman, Inc .

30. THANK YOU
Copyright ©2014 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and proprietary to Daniel J. Edelman, inc. (“Edelman”).