Next-generation Differentiated Value: The Metrics behind the Meaningful Brands Index
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Amy du Pon, Global Head of Data Insights, Havas Media Group With consumers globally indicating they wouldn't notice or miss 70% of all brands if they disappeared tomorrow, what characteristics should brands work on to qualify among Havas' most 'meaningful brands'? What aspects of social and environmental innovation get the best or fastest traction, according to the latest analysis, and how can a brand think of its 'meaningfulness' within its industry?
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Next-generation Differentiated Value: The Metrics behind the Meaningful Brands Index
- 1. Next-Generation Differentiated Value: The Metrics behind the Meaningful Brands Index The New Metrics of Sustainable Business 2013 Amy du Pon, Havas Media Group
- 2. CREATING VALUE THROUGH MEANING September 24th 2013
- 3. Most people would not care if 73% of brands disappeared Only 20% of brands notably improve our quality of life
- 4. EUROPE (Fr, UK, Ger, It, Sp, Port, Net, Sweden, Russia, Baltics, Turkey) LATAM (Mex, Br, Arg, Chile, Peru) ASIA (China, India, Indonesia, Japan) Contribution % of brands improving notably people’s quality of life USA Attachment % of brands people would care about if they disappeared 7% 8% 5% 9% 42% 27% 39% 51%27% 20% RelationshipsAre LargelyBroken, WithNotable DifferencesAcross Markets
- 5. PeopleDo Not Demand UtopianLives But Real Outcomes And MoreMeaningful Lifestyles
- 6. 21stCentury Relationships MeaningfulBrands is a newmetricofbrand strength It is the first global framework to connect humanwell-beingwith brands It measures the qualityofbenefitsbrands bring to people’s lives 134,000 Consumers 23 Markets Over 700 Brands 12 Industries Ongoing 5+ years
- 7. MeaningfulBrands OutperformThe MarketBy 120% HM MEANINGFUL BRANDS Index’13 STOXX 1800x 120% MB Index considers top 25 meaningful global brands (from companies operating in the stock market) MB Index considers top 25 meaningful global brands (from companies operating in the stock market)
- 8. And MeaningfulnessPays InMarketingTerms Brand Indicators Highest MBI ’13 Lowest MBI ’13 Highest MBI ’13 Lowest MBI ’13 Highest MBI ’13 Lowest MBI ’13 Familiarity 100% 75% 90% 61% 98% 83% Overall Impression 88% 50% 90% 44% 89% 51% Purchase intent 41% 30% 40% 11% 29% 13% Repeat Purchase Intent 95% 89% 97% 63% 96% 85% Advocacy 85% 41% 86% 13% 83% 44% Quality of Life Contribution 67% 28% 74% 61% 59% 20% Attachment 71% 23% 80% 23% 67% 25% Retail ITC Food & BeverageUSA mb 2013
- 9. OurBeliefAnd PathwayTo GrowingBrandValue Today Make a differenceDifferentiationCost-advantage Tomorrow Functional Aspirational Meaningful
- 10. By UnderstandingWhat Matters Marketplace Personal wellbeing Collective wellbeing
- 11. MEANINGFUL BRANDS Global 2013 BrandsThat Enhance The WellbeingOf Citizens, CommunitiesAnd SocietiesAre MoreMeaningful
- 12. EnablingBetter Everyday Lives By FocusingOnWellbeingAreas That MatterMost + PERSONAL Wellbeing IT / Consumer Electronics Personal care Auto Retail Food & Beverage Healthcare Public Transport Finance & Insurance Oil & Energy + COLLECTIVE Wellbeing
- 13. IKEACreatingBetterEveryday Lives Innovative products Fair prices Category leader Range Useful products Marketplace outputs Personal wellbeing Collective wellbeing Financial Savings Intellectual Learning, Smarter Emotional Enjoyable moments Organizational Life easier Environment Recycling, Enabler, Sustainable Sourcing, Environmentally Committed Gov. & Ethics Transparent, Ethical
- 14. The Mentor By GuidingAnd Inspiring UK, Video: Make room for your life: Harry’s Vinyl IKEA USA – Share Space IKEA UK Website: theshare-space.com Website: thelifeimprovementproject.com
- 16. Anchored Through The CoreProduct, EmbeddedIntoThe Company DNAAnd CorePurpose InKeepingWithBrand Role ScaledThrough Social And Participatory Models
- 17. Thank you!