These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/measuring-meaning-evolution-brand-value-what-do-about-it

2. MEASURING MEANING: THE
EVOLUTION OF BRAND VALUE
AND WHAT TO DO ABOUT IT
Denise Turner
Havas Media Group
November 18th 2013

3. #ageofdamage

4. Ευδαιμονία
(Eudaimonia)

5. Globally the disconnection between people and
brands persists
Most people would not care if
73% of brands disappeared
Less than 20% of brands
notably improve our
quality of life

6. Relationships are largely broken, with notable differences across
markets
EUROPE
Contribution
% of brands improving notably
people’s quality of life
USA
LATAM
ASIA
(Mex, Br, Arg,
Chile, Peru))
(Fr, UK, Ger, It,
Sp, Port, Net,
Sweden, Russia,
Baltics, Turkey)
(China, India,
Indonesia, Japan)
20%
5%
9%
27%
39%
27%
7%
8%
42%
51%
Attachment
% of brands people would care
about if they disappeared

7. More
Fitter
Bigger
Smarter
Faster
Closer
Cheaper
Now
Wiser
Tougher

8. 21st Century Relationships
134,000 Consumers
23 Markets
Over 700 Brands
12 Industries
Ongoing 5+ years
Meaningful Brands is a new metric of brand
strength
It is the first global framework to connect
human well-being with brands
It measures the quality of benefits brands
bring to people’s lives

9. Meaningful Brands Outperform The Market By 120%
HM MEANINGFUL BRANDS Index’13
x 120% STOXX 1800
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)

10. And meaningfulness pays in marketing terms
UK mb 2013
Retail
Public
Transport
ITC
Brand
Indicators
Highest
MBI ’13
Lowest
MBI ’13
Highest
MBI ’13
Lowest
MBI ’13
Highest
MBI ’13
Lowest
MBI ’13
Familiarity
93%
64%
97%
56%
67%
46%
Overall Impression
85%
55%
79%
46%
74%
46%
Purchase intent
91%
18%
37%
8%
40%
30%
Repeat Purchase
Intent
95%
90%
88%
73%
92%
84%
Advocacy
81%
45%
76%
39%
62%
39%
Quality of Life
Contribution
45%
20%
71%
25%
32%
16%
Attachment
70%
35%
70%
23%
52%
25%

11. Tomorrow
Our Belief And Pathway To Growing Brand Value
Meaningful
Today
Aspirational
Functional
Cost-advantage
Differentiation
Make a difference

12. The big point of
difference is a
unique index that
measures a range of
benefits

13. Truly meaningful brands do well in all three areas
Placed fairly in
the market
Listens & cares
Good Quality
Fair Price
Innovative Products
Category leader
Makes a difference to
my life
Emotional (happier, express identity)
Organisational (make life easier)
Financial (savings)
Intellectual (ideas,/skills, smart)
Physical (health, fitter)
Social (connecting)
Natural (reuse, recycle)
Makes a difference
to society
Gov & Ethics
(ethical, transparent, sustainability leader)
Environment (enabler)
Economy (local economy / jobs)
Community (socially committed)
Workplace (employees)

14. Brands that enhance the wellbeing of people,
communities and societies are more meaningful
MEANINGFUL BRANDS Global 2013

15. Enabling better everyday lives by focusing on wellbeing
areas that matter most
+ PERSONAL
Wellbeing
+ COLLECTIVE
Wellbeing
IT / Consumer Electronics
Media
Retail
Food & Beverage
Automotive
Public Transport
Finance & Insurance
Oil & Energy

16. connecting with people on a personal level
Marketplace outputs
Innovative products
Fair prices
Category leader
Range
Useful products
Personal wellbeing
Financial Savings
Intellectual Learning, Smarter
Emotional Enjoyable moments
Organizational Life easier
Collective wellbeing
Environment Recycling, Enabler,
Sustainable Sourcing,
Environmentally Committed
Gov. & Ethics Transparent, Ethical

17. Realising personal
wellbeing is essential
Collective wellbeing is
important to be a top
performer

18. Finding a way to
connect brands
with people on a
collective as well
as a personal
level has been
proven to be
successful

19. Thank you!