brandshare Australia Results 2014
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Transcript of brandshare Australia Results 2014
HOW BRANDS & PEOPLE CREATEA VALUE EXCHANGEPresented by Edelman Australia
brandshareTM 2014 © Daniel J. Edelman, Inc .
AND THE DELIVERY OF MUTUAL BENEFIT
BRAND
BEHAVIOURS
CONSUMER
NEEDS
3
VALUE
EXCHANGE
brandshareTM 2014 © Daniel J. Edelman, Inc .
WE COMPARED CONSUMER NEEDS…
4
I can count on the
brand to deliver
consistent products
or services
1
The brand
delivers what
I need from a
product or
service
2
I want to be
associated with
the brand
The brand is an
essential part of
my life
I respect the
company’s
leaders
I feel good about
this company’s
commitment to its
community
I feel the brand
cares about
more than itself
1
2
3
4
5
I feel good buying
this company’s
products or services
6
7
I believe in the
brand’s purpose8
9
brandshareTM 2014 © Daniel J. Edelman, Inc .
TO WAYS BRANDS COULD FULFILL THESE NEEDS…
Shares company history and heritage openly
Openly shares its vision for the future
Is open about company performance and holds leaders accessible
Communicates transparently about how its products are sourced and manufactured
Takes a stand on issues of importance to individual consumers
Offers many ways for consumers to ask questions and share opinions
Is quick to respond to people’s concerns and complaints
Helps people achieve their personal goals
Invites consumers to participate in events and live experiences
Invites consumers to interact online
Invites consumers to represent products and services to their social networks
5
Acts with a clear mission and purpose at its core1
2
3
4
5
6
Invites consumer participation in product development7
8
9
14
13
Uses its resources to drive change in the world12
11
10
brandshareTM 2014 © Daniel J. Edelman, Inc .
AND EVALUATED HOW THEY COMBINE TO DELIVER BUSINESS OUTCOMES
6
Purchase
Recommend
Defend
1
2
3
Share Personal Information
Share Brand Content
4
5
brandshareTM 2014 © Daniel J. Edelman, Inc .
PEOPLEGeneral and influencer consumer populations who report at least a minimal level of engagement* with brands
15,000
IN 12 COUNTRIES
AUSTRALIA
BRAZIL
CANADA
CHINA
FRANCE
GERMANY
INDIA
JAPAN
MEXICO
TECH + ELECTRONICSTELECOMMUNICATIONSFOOD
SOFT DRINKS + COFFEEBEER + SPIRITSCONSUMER HEALTH
CPG/FMCGRETAIL
FINANCIAL SERVICESENERGYAUTOMOTIVE
INDUSTRY SECTORS
30 MINUTE DURATION
BRANDS48 multi-national brands, plus approx. 15 “local” brands per country
199
ACROSS ELEVEN
THROUGH ONE
ONLINESURVEY
7
SECOND ANNUAL BRANDSHARE STUDY
NETHERLANDS
UK
USA
brandshareTM 2014 © Daniel J. Edelman, Inc .
*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.
AUSTRALIA1027 people (controlled, distributed sample)
About 48 multi-national brands, and 11 “local” brands
We talked to
WE LEARNED THERE IS:Little value for the consumer in the current value exchange
But the good news is:
A new consumer need state that drives value
Value in meeting emotional needs in new ways
8
brandshareTM 2014 © Daniel J. Edelman, Inc .
2.
1.
LITTLE VALUE FOR THE CONSUMER IN THE CURRENT VALUE EXCHANGE
9
brandshareTM 2014 © Daniel J. Edelman, Inc .
PEOPLE CONTRIBUTE. BRANDS BENEFIT.THERE IS LITTLE VALUE EXCHANGE.
One-sided relationship
66%
10
Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information, stories, etc.) successfully
share with you in return, or is it more of a one sided relationship? Q25: Do you think brands are motivated to share with you because they have a sincere commitment to their customers, or because they have a self-centered desire to increase profits?
brandshareTM 2014 © Daniel J. Edelman, Inc .
Brands have self-centered desire to increase profits
70%
One-sided relationship
79%
Brands have self-centered desire to increase profits
81%
CONTENT ALONE WON’T CUT IT FOR PEOPLE
11
80%
20%
brandshareTM 2014 © Daniel J. Edelman, Inc .
91%
10 %Just compelling content
A clear reason or purpose for sharing must be involved
AND BRANDS HAVE TO BE READY
12
OF RESPONDENTS FEEL
THEY SHOULD BE ABLE
TO COMMUNICATE AND
INTERACT WITH BRANDS
QUICKLY, IN REAL-TIME
87%
brandshareTM 2014 © Daniel J. Edelman, Inc .
94%
PEOPLE WANT MORE VALUE FROM BRAND RELATIONSHIPS
13Q9: 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. Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]}
brandshareTM 2014 © Daniel J. Edelman, Inc .
Want more meaningful relationships with brands
%87%17
Think brands deliver
92%
12%
Q5: 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] Q11: Please select the statements that you feel apply to [BRAND]. You may select
as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRANDS)
MORE RESPONSIVE…
PEOPLE SAY IT
IS IMPORTANT
55%
13%
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
15
brandshareTM 2014 © Daniel J. Edelman, Inc .
78%
PEOPLE SAY IT
IS IMPORTANT85%
HOW THEY THINK BRANDS PERFORM
17%HOW THEY THINK BRANDS PERFORM
59%
18%12%
PEOPLE SAY IT
IS IMPORTANT
PEOPLE SAY IT
IS IMPORTANT
HOW THEY THINK BRANDS PERFORM
HOW THEY THINK BRANDS PERFORM
PEOPLE SAY IT
IS IMPORTANT
43%
10%
16
brandshareTM 2014 © Daniel J. Edelman, Inc .
68%
PEOPLE SAY IT
IS IMPORTANT73%
HOW THEY THINK BRANDS PERFORM
11%HOW THEY THINK BRANDS PERFORM
52%
16%15%
PEOPLE SAY IT
IS IMPORTANT
PEOPLE SAY IT
IS IMPORTANT
HOW THEY THINK BRANDS PERFORM
HOW THEY THINK BRANDS PERFORM
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
Q5: 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] Q11: Please select the statements that you feel apply to [BRAND]. You may select
as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]
ALLOW MORE PARTICIPATION…
PEOPLE SAY IT
IS IMPORTANT
43%
10%
17
brandshareTM 2014 © Daniel J. Edelman, Inc .
58%
PEOPLE SAY IT
IS IMPORTANT
53%
HOW THEY THINK BRANDS PERFORM
17%HOW THEY THINK BRANDS PERFORM
52%
15%
21%
PEOPLE SAY IT
IS IMPORTANT
PEOPLE SAY IT
IS IMPORTANT
HOW THEY THINK BRANDS PERFORM
HOW THEY THINK BRANDS PERFORM
AND PURPOSE DRIVEN
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
Q5: 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] Q11: Please select the statements that you feel apply to [BRAND]. You may select
as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]
BEHAVE THIS WAY AND BRANDSCAN MEET NEW CONSUMER NEEDS TO IGNITE THE VALUE EXCHANGE
18
brandshareTM 2014 © Daniel J. Edelman, Inc .
A NEW CONSUMER NEED STATE HAS EMERGED THAT DRIVES VALUE
19
brandshareTM 2014 © Daniel J. Edelman, Inc .
I feel good about this company’s commitment to its community
20
I feel the brand cares about things other than itself
I believe in the brand’s purpose
FULFILLING SOCIETAL NEEDS DRIVES OUTCOMES
brandshareTM 2014 © Daniel J. Edelman, Inc .
1. Takes a stand on the issues I care about most
3. Uses its resources to drive change in the world
4. Communicates openly and transparently about how products are sourced and made
2. Lets people know the company’s mission and vision for the future
SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY
21
TOP FIVE BRAND BEHAVIOURS THAT CORRELATE TO AUSTRALIAN CONSUMERS’ SOCIETAL NEEDS
brandshareTM 2014 © Daniel J. Edelman, Inc .
5. Invites people to be a part of the development and refinement process for products or services
SHARE BRAND
CONTENT
PURCHASE DEFENDRECOMMEND
MEETING SOCIETAL NEEDS ACTIVATES SHARING PERSONAL INFO AND BRAND CONTENT
0.5
0.4
0.3
0.2
0.1
Rational needs Emotional needs Societal needs
MOST IMPACT
LEAST IMPACT
SHARE PERSONAL
INFO
brandshareTM 2014 © Daniel J. Edelman, Inc .
MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS
PURCHASE+ 8%
DEFEND+10%
RECOMMEND+12%
SHARE PERSONAL INFO+11%
SHARE BRAND CONTENT+12%
23
brandshareTM 2014 © Daniel J. Edelman, Inc .
+
+
+ 6%
+10%
+10%
+13%
+12%
RATIONAL
EMOTIONAL
SOCIETAL
A BRAND THAT INSPIRES AND EXCITES PEOPLE TO SHARE IT BECAUSE IT MATTERS TO THEIR EVERYDAY LIFE
25
Responsiveness
Participation
Purpose-driven
Rational + Emotional
Societal
brandshareTM 2014 © Daniel J. Edelman, Inc .
STORYTELLING &STORYSHARING
RECOGNISE THAT PARTICIPATION COMES IN MANY FORMS
PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM
26
brandshareTM 2014 © Daniel J. Edelman, Inc .
ALIGN MARKETING AND CORPORATE COMMUNICATIONS EFFORTS TO ENSURE YOUR STORY IS HEARD AND SHARED
EVOLVE YOUR BRAND TO INCLUDE BOTH BRAND PROMISE AND BRAND PURPOSE
CONVICTION & COMMITMENT
27
brandshareTM 2014 © Daniel J. Edelman, Inc .
LISTEN, LEARN AND ADAPT BASED ON WHAT PEOPLE TELL YOU ABOUT THEMSELVES AND YOUR BRAND
PROTECT YOUR BRAND BY INCORPORATING CUSTOMER SERVICE INTO YOUR MARKETING STRATEGY
ALWAYS ON & ALWAYS ADAPTING
28
brandshareTM 2014 © Daniel J. Edelman, Inc .
29
BRANDBEHAVIOURS
CONSUMER ACTIONS
RECOMMEND
DEFEND
PURCHASESHARE
PURCHASE INFO
SHARE BRAND
CONTENT
CONSUMER NEEDS
RATIONAL
EMOTIONAL
SOCIETAL
MOVING FROM A TRANSACTION-BASED VALUE EQUATION…TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL
brandshareTM 2014 © Daniel J. Edelman, Inc .