Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Generous Brands 2.0 at NRF 2017

1.605 visualizaciones

Publicado el

Is it in our nature to be generous? FITCH has been studying brands and generosity for the last 6 years and uncovered ways in which creatives and brands need to use different parts of the brain to unlock empathy in an increasingly disjointed and disrupted world.
 
FITCH Chairman and Chief Creative Officer Tim Greenhalgh will examine the spectrum of generosity, from mean and cynical behavior, to give and take, to those brands that give freely. He’ll outline the dynamics of a great and generous experience and answer the $1,000,000 question: does being generous and offering great experiences for customers make brands money? The good news is, yes.

Publicado en: Venta al por menor
  • Just got my check for $500, Sometimes people don't believe me when I tell them about how much you can make taking paid surveys online... So I took a video of myself actually getting paid $500 for paid surveys to finally set the record straight. I'm not going to leave this video up for long, so check it out now before I take it down! ●●● https://tinyurl.com/make2793amonth
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Have you ever heard of taking paid surveys on the internet before? We have one right now that pays $50, and takes less than 10 minutes! If you want to take it, here is your personal link ▲▲▲ http://ishbv.com/surveys6/pdf
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Responder 
    ¿Estás seguro?    No
    Tu mensaje aparecerá aquí

Generous Brands 2.0 at NRF 2017

  1. 1. GenerousBrands 2.0 Tim Greenhalgh Chairman and Chief Creative Officer FITCH/GROUP XP @timghalgh @FITCHdesign
  2. 2. 1. History 2. A Generous Spectrum 3. Stirring Emotions 4. The Value of Experience
  3. 3. A new spirit
  4. 4. Generosity of Things
  5. 5. Behaviour Things Generosity of
  6. 6. Behaviour Experience Things Generosity of
  7. 7. In the beginning Generosity
  8. 8. Genus - Lineage (Nobility)
  9. 9. 17th Century (Nobility) of Spirit
  10. 10. Gallantry Courage Strength Gentleness Fairness 17th Century
  11. 11. Fertile Land Strong Animals Abundant Food 17th Century
  12. 12. Strong Liquor Powerful Medicine 17th Century
  13. 13. ‘Largess’ The virtue of giving good things to others freely and abundantly 17th Century
  14. 14. Rejection of… Selfishness Greed Fear 17th Century
  15. 15. Rejection of… Selfishness Greed Fear Meanness 17th Century
  16. 16. William Morris 1834 -1896 Textile designer, poet, novelist and socialist 19th Century
  17. 17. Sir… What is the purpose of art and design…?
  18. 18. …to give hope
  19. 19. Every age has had its hope… hopes that look to something beyond the life of the age itself… hopes that try to pierce into the future William Morris - Signs of Change - Chapter 4 The Hopes of Civilisation 1888
  20. 20. Are we wired to be generous?
  21. 21. What generous people’s brains do differently Nicole Torres 2015 Harvard Business Review NEUROECONOMICS
  22. 22. NEUROECONOMICS How much this benefits me ‘Survival of the Fittest’ Ventral Striatum How much this benefits you ‘Community Minded’ Temporoparietal Junction
  23. 23. TEMPOROPARIETAL JUNCTION Community Minded Associated with empathy and thinking of others
  24. 24. Alan Watts - 1915-1973 British philosopher and writer
  25. 25. What do you desire?
  26. 26. “Doing things you don’t like doing… to go on to do things you don’t like doing” All wretch and no vomit!
  27. 27. What would you like to do if money were no object ? Dispatch Work Jan Vormann
  28. 28. We had to understand that everyone must be personally accountable and responsible for the outcome of every single customer interaction. We started the conference with community service 21st Century
  29. 29. MEAN BRIBERY survival How much this benefits me progress CYNICAL
  30. 30. In the rush for the new… we’re forgetting how to communicate things that genuinely move people Sir John Hegarty BBH
  31. 31. MEAN BRIBERY GIVE & TAKE GIVING FREELY progress CYNICAL survival How much this benefits me How much this benefits you A new spirit of value exchange
  32. 32. GIVE & TAKE
  33. 33. 0 10 20 30 40 50 60 70 Number of Amazon Prime members in the United States as of June 2016 (in millions) DEC 13 JUN 14 DEC 14 JUN 15 DEC 15 JUN 16 © Statista 2017 63m 54m 44m 40m 28m 25m
  34. 34. GIVING FREELY
  35. 35. Lockheed Martin Group VR - Mars Experience Bus
  36. 36. Giving freely that which stirs emotion
  37. 37. Stirring Emotions Generosity of Experience
  38. 38. 46 P E R S O N A L E X P E R I E N C E S
  39. 39. 47 S H A R E D E X P E R I E N C E S
  40. 40. 48 B O U G H T E X P E R I E N C E S
  41. 41. 7 8 % O F M I L L E N I A L S P R E F E R T O S P E N D M O N E Y O N E X P E R I E N C E S O V E R P R O D U C T S Harris Research International 2015
  42. 42. 50 EXPERIENCES = CURRENCY
  43. 43. ADMAP - Design a luxury experience 2015
  44. 44. 52
  45. 45. It took Uber 5 years to book its billionth trip then… 6 months to book its 2nd billionth journey
  46. 46. WHY DID HE GO THAT WAY??
  47. 47. GENERATION ‘PICKY’ BB, X, Y & Z
  48. 48. but does a Generous Experience make money ?
  49. 49. QUANTIFYING SUCCESS The financial impact of creating generous brand experiences
  50. 50. Brands that create extraordinary experiences achieve financial returns more than double the market
  51. 51. Our Methodology EXPERIENCE INDEX
  52. 52. Group XP Experience Index ANALYSIS 46 COUNTRIES 43,000 BRANDS 1/2 MILLION BITS OF DATA 3 YEARS PERFORMANCE DATA
  53. 53. EXPERIENCE INDEX INTERACTIONIMPRESSION RESPONSIVENESS RESILIENCE Group XP Experience Index THE 4 COMPONENTS TO UNLOCK VALUE
  54. 54. IMPRESSION Stands for something unique
  55. 55. 1943 Ingvar Kamprad launched IKEA - 17 yrs old “to create the better everyday life for the many people” Impression Stands for something unique
  56. 56. 1956 the birth of flatpack Lövet table “to make it easier to get this home remove the legs and then screw them back on when you get home” Impression Stands for something unique
  57. 57. Impression Stands for something unique
  58. 58. INTERACTION Delivers on your most important needs
  59. 59. INTERACTION Deliver on your most important needs
  60. 60. RESPONSIVENESS Have better digital services and engaging content
  61. 61. RESPONSIVENESS Have better digital services and engaging content
  62. 62. RESPONSIVENESS Have better digital services and engaging content
  63. 63. RESPONSIVENESS Have better digital services and engaging content
  64. 64. RESILIENCE Strive to make people’s lives better
  65. 65. RESILIENCE Strive to make people’s lives better
  66. 66. RESILIENCE Strive to make people’s lives better
  67. 67. RESILIENCE Strive to make people’s lives better
  68. 68. RESILIENCE Strive to make people’s lives better RESPONSIVENESS Have better digital services and engaging content INTERACTION Delivers on your most important needs IMPRESSION Stands for something unique
  69. 69. S&P 500 Stock Performance - Jul 13 - Sept 16 MSCI vs S&P vs EI Source: Bloomberg Millward Brown Analysis MSCI WORLD INDEX 28.3% 14.3% EXPERIENCE INDEX 73.3%80% -10%
  70. 70. GLOBAL TOP 30 EXPERIENCE INDEX
  71. 71. TOP 50 GLOBAL EXPERIENCE BRANDS
  72. 72. TOP 50 GLOBAL EXPERIENCE BRANDS
  73. 73. DEUTSCHE POST FEDEX DHL PAMPERS APPLE PAYPAL FACEBOOK VISA GOOGLE IKEA UPS DISNEY SOUTHWEST NIKE AMAZON TESLA SAMSUNG SKY ECOVER HUGGIES IBM BMW BOSE COLGATE ADIDAS FERRARI VERIZON MERCEDES UNDER ARMOUR OMO TOP 50 GLOBAL EXPERIENCE BRANDS
  74. 74. IMPRESSION INTERACTION RESPONSIVENESS RESILIENCE IMPRESSION INTERACTION RESPONSIVENESS RESILIENCE IMPRESSION INTERACTION RESPONSIVENESS RESILIENCE UNPACKING THE TOP 3 SCORES
  75. 75. IMPRESSION INTERACTION RESPONSIVENESS RESILIENCE IMPRESSION INTERACTION RESPONSIVENESS RESILIENCE IMPRESSION INTERACTION RESPONSIVENESS RESILIENCE 149.9 134.2 129.9 143 144 155 159 148 118 144 127 129 130 131 126 UNPACKING THE TOP 3 SCORES
  76. 76. DEUTSCHE POST FEDEX DHL PAMPERS APPLE PAYPAL FACEBOOK VISA GOOGLE IKEA UPS DISNEY SOUTHWEST NIKE AMAZON TESLA SAMSUNG SKY ECOVER HUGGIES IBM BMW BOSE COLGATE ADIDAS FERRARI VERIZON MERCEDES UNDER ARMOUR OMO HOW GLOBAL BRANDS IMPACT MARKET SECTORS
  77. 77. VERIZON GLOBAL TOP 10 TECHNOLOGY BRANDS APPLE PAYPAL FACEBOOK GOOGLE AMAZON SAMSUNG SKY IBM BOSE
  78. 78. GLOBAL TOP 10 LIFESTYLE BRANDS DISNEY APPLE IKEA NIKE AMAZON SAMSUNG TESLA BOSE ADIDAS UNDER ARMOUR
  79. 79. DEUTSCHE POST FEDEX DHL HOW GLOBAL BRANDS IMPACT LOCAL MARKETS PAMPERS APPLE PAYPAL FACEBOOK VISA GOOGLE IKEA UPS DISNEY SOUTHWEST NIKE AMAZON TESLA SAMSUNG SKY ECOVER HUGGIES IBM BMW BOSE COLGATE ADIDAS FERRARI VERIZON MERCEDES UNDER ARMOUR OMO
  80. 80. SINOPEC NONGFU SPRING PHILIPS KANGSHIFU TOP 15 CHINESE BRANDS PAMPERS APPLE KFC MIDEA BMW ZHANG YU CTRIP TMALL BLUE MOON JD.COM PETROCHINA
  81. 81. TOP 15 UK BRANDS PAMPERS APPLE PAYPAL VISA IKEA NIKEAMAZON SKY HUGGIES BMW JOHN LEWIS BUPA MERCEDES AUDI BA
  82. 82. PAMPERS APPLE PAYPAL ENTERPRISE DISNEY SOUTHWEST LOWES AMAZON HUGGIES BOSE BLUE CROSS HOME DEPOT VISA TOP 15 US BRANDS STARBUCKS
  83. 83. 2016 Report
  84. 84. IN SUMMARYthe beauty of this analysis is that it is based on peoples emotional response to experiences
  85. 85. Define you brand’s attitude toward generosity What would you do if money was not the object?
  86. 86. Explore Impression, Interaction, Responsiveness and Resilience as defining actions Generation ‘Picky’ believes in actions versus words
  87. 87. Search for hope and acknowledge that people increasingly care more about What I can achieve with you versus What I can buy from you
  88. 88. @timghalgh @FITCHdesign #stirringemotionsNRF Thanks

×