The document discusses the results of a survey of 11,000 consumers across 8 countries about their perceptions of brand sharing. Some key findings include: - 9 out of 10 consumers want brands to share in a more meaningful way rather than just distributing branded content. Sharing experiences and values are especially important. - There is a hierarchy of sharing behaviors, with more substantive and participatory sharing like shared dialog and experiences having the strongest correlation with purchase intent. - Consumers want opportunities to provide feedback and collaborate in product design and development. Openness about product performance is also highly important. - Sharing a brand's history in an open way can be a powerful predictor of consumers' intent to purchase

1. herzlich willkommen zu
#brandshare
von
@edelmanch

3. technology &
social media
ushered in new
definitions for
many familiar
words
friend
like
3

4. but no word has seen a more
profound shift in meaning than
SHARE
it’s gone from a virtue to a click
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5. Teilen heisst abgeben –
nicht weiterleiten,
nicht mitteilen

6. ?
it got us thinking…
?
?
?
?
what if brands
rediscovered the
virtue of sharing?
?
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7. we then talked to…
11,000
people
general online consumer population who report at least a
minimal level of engagement* with brands
in…
8
countries
Brazil, Canada, China, France, Germany, India, UK, USA
about…
212
brands
48 multi-national brands, plus approx. 30 “local” brands
per country
across…
12
industry
sectors
apparel, auto, beer/wine/spirits, consumer electronics, energy,
FMCG, financial services, food & beverage, health & wellness,
retail, technology, telecommunications
through…
1
online
survey
30 minute duration
*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.
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8. to find out…
IMPORTANCE
which sharing behaviors are most important to people?
RELEVANCE
do people want more of them?
INTENT
do people use, purchase or recommend brands that share?
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9. what we learned…
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10. of people want brands to share
Q13: 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
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11. of people think brands do it well
Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND]
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12. how can a brand share?
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13. there is a hierarchy of sharing
some types of sharing are more
powerful than others
those that are more substantive and
participatory drive more business value
and people want more of them
UNMET DEMAND*
consumers who desire more
GREATER UNMET DEMAND
STRONGER
LINK TO
CONSUMER
BEHAVIOR
correlation to consumer intent to recommend
DERIVED IMPORTANCE*
*illustrative representation
Q13: 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? [% selected NOT ENOUGH]. Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a
friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers
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14. SHARED
DIALOG
spark a meaningful conversation

15. people aren’t content with
just branded content
4 out of 10 people want a more meaningful
conversation with your brand
that’s twice as many as want simple
branded content
% of people who want brands to do more listening and
thoughtfully responding to their opinions [by age group]
they want you to listen, show genuine
interest and act on what you hear
Q1: 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?
[% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ]
15

16. SHARED
EXPERIENCE
make every occasion special

17. make experiences about people
people like to do things with brands
one out of every three people believes shared
experiences with brands are important
but people in developing markets - who are newer to
brands - are three times more likely to value a brand
experience as those in the developed world
experiences should be as much about people’s
interests as they are about product and promotion
% of people who state that shared experiences
are important [developing vs. developed]
Q10: 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: Average: “Creates
experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “]
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18. SHARED
GOALS
lend an ear and a ladder

19. ask people about their
dreams
people believe their ambitions are as
individual as they are, and it’s important
that brands feel the same
people would rather be asked what they
need before being told how to get there
% of people who think brands asking about their needs rather
than just telling them about their products is one of the most
important sharing behaviors [by industry category]
this is most true in product categories
where people aren’t always confident in
their knowledge or expertise
Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about
my needs and doesn’t just try to sell me products”]
19

20. SHARED
VALUES
stand up for what you stand for

21. people’s values are
global and local
people want brands to care about the
world and their communities as much as
they do
nearly half want you to be open and
transparent about how your products
are made and sourced
more than 1/3rd want you to help the
world in ways they want it to be helped
% of people who want brands to share their values
four in ten people want you to give back
to the community
Q13: 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? [% selected NOT ENOUGH]
21

22. SHARED
PRODUCT
you’ve got to give to get

23. if they could, people would
come to your R&D lab…
91%
…your design studio, your plant, or anywhere
else products are designed and developed
9 out of 10 people want a hand in creating
products
% of consumers who want opportunities to share in the
design development process
Q13: 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? [%
selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”]
23

24. people want your stuff
to show its stuff
9 out of 10 people also want to know
how products perform when it comes to
what they’re designed to do
openness about your product’s
performance – particularly in relation to
your competitors – matters to people
it’s the most important of all the
brandshare behaviors in seven
industries and a top-three in five others
TECHNOLOGY
ELECTRONICS
AUTOMOTIVE
FOOD & BEVERAGE
APPAREL
TELECOM
BEER, WINE, SPIRITS
HEALTH/WELLNESS
RETAIL
FINANCIAL SERVICES
FMCG/CPG
ENERGY
rank of openly sharing product performance data vs. other
sharing behaviors based on stated importance
Q13: 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?
[% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11:
please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly
share information on how the brand compares with competitors”]
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25. Swiss Case: Emporia Telecom
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26. emporia telecom
Train and ask the Seniors
•
•
•
•
Senior scouts train elderly
people and / or other
interested shoppers on
educational events on the
POS.
Partnership with Pro Senectute
foundation for educational
evening sessions for seniors
Crowdsourcing project for
evaluating the seniors needs
by asking them.
Product tests and reviews (e.g.
SF Kassensturz)
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27. SHARED
HISTORY
where you came from shapes where you’re going

28. people are secretly
interested with your history
when you share who you are and
where you come from, people
respond
although people don’t explicitly
demand that brands share their
history, a shared, open brand
heritage is one of the most
powerful predictors of people’s
intent to purchase or recommend
your brand
MODERATE
LOW
STRONG
NONE
.3
correlation between brands that share their history and
people’s intent to recommend
Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next
time you are purchasing/using the type of product or service that brand offers
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29. What can you do?
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29

30. old model
new model
change your marketing communications ethos
migrate from a linear, push model to an inclusive sharing model
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31. harmonize your narrative
create a single brand narrative with consumer needs
and interests at the center
31

32. 3 Goldene Regeln
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32

33. Menschen
wollen nicht
verführt werden –
sondern verstanden!
33

34. Gestalten Sie gemeinsam mit
ihren Konsumenten –
auf Augenhöhe.
34

35. Teilen heisst abgeben!
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36. Wer nichts abgibt –
bekommt auch nichts!
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