brandshare: how brands & people create value exchange

HOW BRANDS & PEOPLE CREATEA VALUE EXCHANGE
Presented by Edelman
brandshareTM2014© Daniel J. Edelman, Inc.

A VALUE EXCHANGE STARTS WITH PEOPLE’S NEEDS
CONSUMER
NEEDS
2
People’s needs have changed
due to an increasingly complex
and interconnected world.
brandshareTM 2014 © Daniel J. Edelman, Inc .

CONSUMER
NEEDS
MATCHED BY WAYS BRANDS CAN FULFILL THESE NEEDS
3
BRAND
BEHAVIORS
Actions brands can take
to fulfill these new
consumer needs.

AND THE DELIVERY OF MUTUAL BENEFIT
BRAND
BEHAVIORS
CONSUMER
NEEDS
4
VALUE
Quantifiable value exchange EXCHANGE
based on shared contribution
and benefit.

WE COMPARED CONSUMER NEEDS…
6
I can count on the
brand to deliver
consistent products
or services
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
3
4
5
I feel good buying
this company’s
products or services
6
7
I believe in the
8 brand’s purpose
9

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
interact online
represent products and
services to their social
networks
7
Acts with a clear mission and
1 purpose at its core
2
3
4
5
6
Invites consumer participation in
product development 7
8
9
14
13
Uses its resources to drive
12 change in the world
11
10

AND EVALUATED HOW THEY COMBINE TO DELIVER BUSINESS OUTCOMES
8
Purchase
Recommend
Defend
1
2
3
Share Personal Information
Share Brand Content
4
5

WE LEARNED THERE IS:
Little value for the consumer
in the current value exchange
Meeting societal needs
delivers real business value
Emotional and rational needs
are merging
9

LITTLE VALUE FOR
THE CONSUMER
IN THE CURRENT
VALUE EXCHANGE
10

PEOPLE CONTRIBUTE. BRANDS BENEFIT.
THERE IS LITTLE VALUE EXCHANGE.
One-sided relationship Shared relationship
66% 34%
11
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?
Sincere commitment
to their customers
Brands have self-centered
desire to increase profits
70% 30%

PEOPLE WANT MORE VALUE FROM
BRAND RELATIONSHIPS
Want more meaningful
relationships with brands
87%
17%
Think brands deliver
12
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]}

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]
PEOPLE DEMAND GREATER RESPONSIVENESS…
78%
17%
HOW THEY THINK BRANDS PERFORM
GAP
-61
PEOPLE SAY IT IS IMPORTANT
59%
18%
-41
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
GAP
13

MORE INVOLVEMENT…
Invites people to be a part of the development and refinement process
16%
52%
-36
Communicates openly and transparently about how products are sourced and made
15%
68%
-53
GAP
GAP
14

AND REAL CONVICTION FROM BRANDS
21%
58%
-37
15%
-37
52%
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
GAP
GAP
15

CONSUMERS ACROSS THE WORLD WANT
MORE VALUABLE RELATIONSHIPS
GAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE
DEVELOPED DEVELOPING
Respond quickly to people’s concerns and complaints -65 -53
Communicates openly and transparently about how products are sourced and made -54 -48
Gives many ways to ask questions and give opinions -39 -45
Invites people to be a part of the development and refinement process -34 -43
Has a clear mission and purpose at its core -34 -41
Uses its resources to drive change in the world -33 -38
Lets people know the company’s mission and vision for the future -32 -40
Takes a stand on the issues I care about most -32 -46
16

EVERY GENERATION DEMANDS MORE VALUE
MILLENNIALS GEN X BOOMER
Respond quickly to people’s concerns and complaints -54 -62 -70
Communicates openly and transparently about how products are sourced and made -49 -53 -57
Gives many ways to ask questions and give opinions -39 -42 -41
Invites people to be a part of the development and refinement process -34 -37 -38
Has a clear mission and purpose at its core -38 -38 -34
Uses its resources to drive change in the world -35 -38 -33
Lets people know the company’s mission and vision for the future -32 -34 -34
Takes a stand on the issues I care about most -37 -38 -33
17
GAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE

EMOTIONAL AND
RATIONAL NEEDS
ARE MERGING
18

Rational needs were
the reason to believe
MEETING EMOTIONAL
NEEDS HAS BEEN
ABOUT HOW BRANDS
MAKE PEOPLE FEEL
19

EMOTIONAL AND RATIONAL NEEDS ARE MERGING
.15 .2 .25 .3 .35 .4
RATIONAL EMOTIONAL
20
.4 .35 .3 .25 .2 .15
QUICKLY RESPONDS
TO PEOPLE’S CONCERNS
AND COMPLAINTS
ACTS WITH CLEAR MISSION
AND PURPOSE AT ITS CORE
GIVES MANY WAYS
TO ASK QUESTIONS AND
GIVE OPINIONS
MOST IMPACT LEAST IMPACT MOST IMPACT

SHARE
BRAND
CONTENT
PURCHASE RECOMMEND DEFEND SHARE
PERSONAL
INFO
WILL NOT
BRAND BEHAVIORS THAT MEET EMOTIONAL
AND RATIONAL NEEDS DELIVER GREATER PURCHASE,
DEFENSE AND RECOMMENDATION
21
EMOTIONAL + RATIONAL
EMOTIONAL
RATIONAL
DEFINITELY WILL
4
5
6
7
8
9
10
3
2
1
+9% +11%
+5%

MEETING SOCIETAL NEEDS
DELIVERS REAL BUSINESS VALUE
22

I feel good about this company’s commitment to its community
23
I feel the brand cares about things other than itself
I believe in the brand’s purpose
FULFILLING SOCIETAL NEEDS DRIVES
BUSINESS OUTCOMES

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 it for brands to [communicate
openly and transparently about how products are sourced and made]? [5-Point Scale, Top 2 Box]
PEOPLE WANT INCREASED TRANSPARENCY
2013
54% 68
2014
%
24
Percentage of people who feel
it is important for brands to
communicate openly and
transparently about how
products are sourced and made

Takes a stand on the issues I care about most
Uses its resources to drive changein the world
Invites people to be a part of the developmentand refinement processfor products or services
Lets people know the company’s mission and visionfor the future
SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY
25
TOP FOUR BRAND BEHAVIORS THAT CORRELATE TO CONSUMERS’ SOCIETAL NEEDS

MEETING SOCIETAL NEEDS ACTIVATES SHARING
PERSONAL INFO AND BRAND CONTENT
SHARE
BRAND
CONTENT
PURCHASE RECOMMEND DEFEND SHARE
PERSONAL
INFO
MOST IMPACT
NO IMPACT
26
SOCIETAL
0
.2
.25
.3
.35
.4

MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS
BENEFIT TO BRANDS
+ 8% PURCHASE
+10% DEFEND
+12% RECOMMEND
+11% SHARE PERSONAL INFO
+12% SHARE BRAND CONTENT
27
RATIONAL
EMOTIONAL
SOCIETAL
+
+

CREATING A VALUE EXCHANGE
28

STORYTELLING &
STORYSHARING
RECOGNIZE THAT PARTICIPATION COMES
IN MANY FORMS
PROMOTE YOUR BRAND BY INVITING
PEOPLE TO ACTIVELY PARTICIPATE IN
WAYS THAT ARE MEANINGFUL TO THEM
29
OF RESPONDENTS THINK IT’S
IMPORTANT TO INVITE PEOPLE
TO BE A PART OF THE
PRODUCT/SERVICE DEVELOPMENT
AND REFINEMENT PROCESS 2% 5

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
OF CONSUMERS BELIEVE
BRANDS MUST HAVE A
CLEAR REASON OR PURPOSE 80%
30

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
OF RESPONDENTS FEEL
THEY SHOULD BE ABLE
TO COMMUNICATE AND
INTERACT WITH BRANDS
QUICKLY, IN REAL-TIME 87%
31

CONSUMER
ACTIONS
CONSUMER
NEEDS
RECOMMEND
DEFEND
PURCHASE
32
BRAND
BEHAVIORS
RATIONAL
EMOTIONAL
MOVING FROM A TRANSACTION-BASED VALUE EQUATION…

CONSUMER
ACTIONS
CONSUMER
NEEDS
RECOMMEND
DEFEND
PURCHASE
33
BRAND
BEHAVIORS
RATIONAL
EMOTIONAL
SHARE
PURCHASE
INFO
SHARE
BRAND
CONTENT
SOCIETAL
TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL
+
+

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