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Transform: The value of your values, John Godfrey

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Communicate Magazine
Communicate Magazine

How much should you budget when your brand is worth 1.6 billion and reaches 7 million customers? Legal & General spent 2 million without, they feel, cutting corners. John Godfrey, Legal & General, group communications director

EmpresarialesTecnología
1 de 6
Communicate magazine. Transform Conference
The Project ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Opportunity to drive efficiencies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Delivered to tight budget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
RESULTS: CONSUMER SCORECARD Q2 2011 v. Q2 2010 Familiarity Familiarity with products and services Q2 2010 v. Q2 2011 Advocacy Likelihood to recommend Q2 2010 v. Q2 2011 NPS score Ability to attract (positive – negative) Q2 2011 Commitment Likelihood to purchase/re-purchase Q2 2010 v. Q2 2011 Credibility Reflection of brand personality Q2 2010 v. Q2 2011 Awareness Spontaneous awareness (unprompted) Q2 2010 v. Q2 2011 Brand perception measures Brand performance measures +1% +6% +2% +6% +5%
Key Lessons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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  • 5. RESULTS: CONSUMER SCORECARD Q2 2011 v. Q2 2010 Familiarity Familiarity with products and services Q2 2010 v. Q2 2011 Advocacy Likelihood to recommend Q2 2010 v. Q2 2011 NPS score Ability to attract (positive – negative) Q2 2011 Commitment Likelihood to purchase/re-purchase Q2 2010 v. Q2 2011 Credibility Reflection of brand personality Q2 2010 v. Q2 2011 Awareness Spontaneous awareness (unprompted) Q2 2010 v. Q2 2011 Brand perception measures Brand performance measures +1% +6% +2% +6% +5%
  • 6.