Havas Meaningful Brand Study: 2017 Belgium Results
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Havas Group’s metric of brand strength. Analysing the business benefits of more meaningful connections since 2008. Belgium 2017 results
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Havas Meaningful Brand Study: 2017 Belgium Results
- 1. 2017
- 2. Our results show year on year how Meaningful Brands are rewarded in business and marketing terms. Inspires Meaningful Connections through identifying the links between brands and people’s lives which generates business results. Meaningful Brands is part of our Organic Marketing Approach. It delivers data driven insights to fuel content that people care about. Our Purpose with Meaningful Brands Inspire Meaningful Connections Which Generate Business Results Between People & Brands
- 3. +375,000 citizens 33markets 15 industries +1,500 brands Ongoing +8 years Worldwide Study 2017 Meaningful Brands is a PROPRIETARY METRIC of brand strength It is the FIRST GLOBAL FRAMEWORK to connect brands with human well-being It measures the quality of benefits brands bring to people’s lives and the RETURNS IN BUSINESS TERMS Brand Framework Our unique +7,000 citizens 11 industries 88 brands 2nd edition 1 2 3
- 4. Survey Framework Methodology Representative sample of country population > 18 y.o. 200 to 400 respondents per brand 100% familiarity with the brand Minimum 50% of brand consumers/purchasers
- 5. 74% PEOPLE WOULD NOT CARE IF DISAPPEARED OF BRANDS 66% 27% LESS THAN NOTABLY IMPROVE OUR QUALITY OF LIFE OF BRANDS 26%
- 6. Brand Trust is WEAK NORTH AMERICA 33% LATAM 79% WEST EUROPE 32% CENTRAL & EAST EUROPE 45% SOUTH EAST ASIA 81% EAST ASIA & AUSTRALIA 25% 57%of brands are trusted globally 32%
- 8. Should companies and brands play a role in improving our quality of life and wellbeing? Growing expectations 61% 70% number of people want brands to be meaningful…Increasing 2015 2017 69% 75% Are companies and brands working hard at improving our quality of life and wellbeing? Weak performance 39% 30% 40% 30% … But few brands are delivering yet
- 9. 58% BOOMERS 71% GEN X 77% MILLENNIALS People expect more from brands PURPOSE BEYOND PRODUCT “More”: Interesting, Useful or Meaningful content / services apart from their usual offer
- 10. % attachment MBI 0% 10% 20% 30% 40% 50% 60% 70% 80% 50 55 60 65 70 75 80 Brand love is just a starting point
- 11. Understanding what matters Go beyond the product, exploring how brands tangibly improve peoples’ lives and the role they play in society Defining meaningful MB INDEX = Brand Performance + Brand KPIs Collective benefits GOV/ETHICS ENVIRONMENT COMMUNITY WORKPLACE ECONOMY Functional benefits FUNCTIONAL Personal benefits PHYSICAL ORGANISATIONAL FINANCIAL INTELLECTUAL SOCIAL EMOTIONAL NATURAL
- 12. What makes brands meaningful? Importance weights Indexed per pillar Good quality prods Delivers Useful prods Safe & responsible prods Category leader 110 106 104 103 102 Me happier Life easier Peace of mind Show-off Life satisfaction 125 124 123 122 117 Transparent & honest Ethical Diversity Benefits the economy Jobs 117 117 111 108 107 PERSONAL BENEFITS 29% 28% COLLECTIVE BENEFITS 43% FUNCTIONAL BENEFITS
- 13. 1 2 DIFFERENTIATION LEVER Excel in personal benefits MUST HAVE Provide a great product …and collective ones (to a lesser extent) Meaningful brands over-perform on personal benefits 100% over-perform on FUNCTIONAL BENEFITS 83% over-perform on PERSONAL BENEFITS 63% over-perform on COLLECTIVE BENEFITS 3
- 14. NORTH AMERICA ENTERTAINMENT TRAVEL TOURISM FOOD WEST. EUROPE RETAIL TRAVEL TOURISM FOOD E.ASIA & AUSTRALIA FOOD INTERNET & MEDIA TRAVEL TOURISM SOUTH EAST ASIA TRANSPORT AUTOMOTIVE INTERNET & MEDIA EAST. EUROPE ENERGY & UTILITIES AUTOMOTIVE RETAIL Most Meaningful Industries Top 3 per region
- 15. That’s why tech and digital players rule MBI Index ‘151 74,1 2 72,2 3 71,5 4 71,0 MBI Index ‘155 69,8 6 69,6 7 69,3 8 69,3 9 69,2 10 69,2 MBI Index ‘1511 68,7 68,6 13 68,6 14 68,4 MBI Index ‘1515 68,6 16 68,4 17 67,8 18 67,6 MBI Index ‘15 19 67,5 20 67,4 21 67,3 22 67,3 23 67,3 24 67,1 MBI Index ‘1525 67,1 26 67,0 27 67,0 28 67,0 29 66,9 30 66,9 2017 A Global Brand is a brand assessed in at least 3 markets and 2 regions in MB17, and available worldwide. 12
- 16. More functional More collective & personal Higher Meaningfulness Emerging Grateful markets Grateful but “colder” Mature, Pragmatic & BrandAgnostic Lower Meaningfulness India Spain Den Ger NTL Swed UK Can Aus Est Fr US Latvia Russia Lith Japan Pt China Indon ZA Singa Col Peru Chile It Pol Brz Mex Arg HKIre Hun What brings meaning differs by country
- 17. What brings meaning differs by industry 0 20 40 60 80 100 120 Automotive Beverage Consumer Goods Telco Energy & Utilities EntertainmentFinance & Insurance Food Healthcare Internet & Media Retail Functional Personal Collective 100 Industry pillar indexed against average
- 18. The Belgian TOP 30 MBI Index ‘151 75,0 2 72,6 3 71,3 4 71,2 MBI Index ‘155 71,2 6 70,5 7 69,6 8 69,6 9 68,7 10 68,4 MBI Index ‘1511 68,1 67,3 13 66,4 14 66,3 MBI Index ‘1515 66,3 16 66,2 17 66,1 18 66,0 MBI Index ‘15 19 65,9 20 65,9 21 65,8 22 65,7 23 65,6 24 65,4 MBI Index ‘1525 65,4 26 65,3 27 65,3 28 64,5 29 64,5 30 64,2 2017 12
- 19. How to inspire more meaningful connections?
- 20. Social experiences Solutions Entertainment Stories Events 84%Expect Brands to provide Content Of Consumers
- 21. source: DOMO 2016, data-never-sleeps-4-2 But we live in a world of content OVERLOAD... 500 Million Tweets sent 4.3 Billion Facebook messages posted 500 Million Hours of VIDEO uploaded to Youtube
- 22. is not meaningful to consumers 60% of the content provided by brands And more than half of content fails to deliver
- 23. 71% Correlation between performance on Personal Benefits and the Content Effectiveness* *CONTENT EFFECTIVENESS IS defined by crossing the strength of association of a brand to content types and the performance of the content performed by the brand But great Content drives Personal Well-being
- 24. Role of Content Understanding the ‣ Customer Support ‣ Lifestyle Apps ‣ Online Purchasing ‣ .. ‣ Discounts ‣ Contests ‣ Special Sales Reward ‣ Educational Platforms ‣ Masterclasses ‣ Expert Advices ‣ … ‣ Trade Fairs ‣ Own Publications ‣ In-Store Events ‣ … ‣ Videogames ‣ Livestream Events ‣ Sport Events ‣ … ‣ Co-Creation ‣ Social Media Sharing ‣ Peer reviews ‣ … Inspire
- 25. Meaningful Brands In a few words…
- 26. brands are dispensable they have to react to matter to consumers Wake up calls for brands they expect a purpose beyond product but brands are not delivering yet, especially on personal benefits People have high expectations
- 27. thanks to the difference they make on both functional and personal benefits Digital brands take the lead meaningfulness drives higher KPIs for the brands Return on meaning
- 28. to provide consumers with meaningful content! Great content drives meaning, especially when it comes to personal benefits Opportunity for brands to close the gap on personal benefits! People are asking for content Many opportunities are missed by brands