The Irrationality of Measuring Brand Performance: Using Fame, Feeling & Fluency to Track Coca-Cola
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Transcript of The Irrationality of Measuring Brand Performance: Using Fame, Feeling & Fluency to Track Coca-Cola
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The Irrationality of Measuring Brand PerformanceTMRE 2016 Presentation
Gabriel Aleixo & Alex HauboldBrainJuicer LatAm | Miami
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Make sure this white line is copied from the master ONTO your slide ↓
How Coca-Cola deployed a highly predictive Brand Tracking model in Brazil to engage consumers in real time during Rio 2016 Olympic Games
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Improving the returns of Integrated Marketing Campaigns…
How to make marketing campaigns more effective, generating actual
impact on brand equity and business performance
?
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?
The answer is not bigger and more data(Your data is probably already big enough).
Nor is a more sophisticated model, algorithm, or modelling system.
It Does Not Involve More Data
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?
To understand the way consumer behavior and choices work in real life, not how we would like them to be or how the textbooks theorize.
The key is to look at consumers… FOR WHO THEY REALLY ARE
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We will show you how a new model of consumer behavior helped Coca-Cola produce some of the most successful campaigns during Rio 2016in Brazil
That’s exactly what Coca-Cola did…
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Need for a solution to track campaigns’ effectivenessin real time.
20132014 2016
Coca-Cola Brazil pilots a new brand tracking approach
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focus on System 2(slow, analytical part of
the brain)
Ad recallPurchase funnelBrand attributesAttitude statements(extensive)
EmotionsRecognition of
campaigns(focused)
TRADITIONALAPPROACHES
THE NEWAPPROACH
focus on System 1(fast, intuitive thinking
part of the brain)
VS.
Better aligned with Coca-Cola objectives
New approach to Brand Tracking
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The behavioral and marketing sciences tell us this is all we need to know
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FAMEIf a brand comes readily to mind, it must be a good
choice
FEELINGFLUENCYFEELING
If I feel good about a brand, it must be a good
choice
FLUENCY
If I recognise a brand quickly, it must be a good
choice
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With these three metrics we explain 85% of market share
Average correlation across the full set of 14 categories globally (over 150 brands)
10 20 30 40 50 60 70 80 90 1000
10
20
30
40
50
60
70
80
90
100
Correlation = +0.85
In-market performance
Fam
e, F
eein
g &
Flu
ency
Sta
r Per
centi
le
5
4
3
2
1
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Fame
FluencyFeeling
Fame
FluencyFeeling
Fame, Feeling & Fluency | The Difference Between Small and Big Brands
Fame, Feeling & Fluency Percentiles
FameFeelingFluency
Small Brands Medium Brands Big BrandsFame
FluencyFeeling
Small : Market Share up to 7% Medium: Market Share >7% < 15% Big: Market Share >15%
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Fame
FluencyFeeling
Fame, Feeling &Fluency | How Brands Grow and How Brands Decline
Fame, Feeling &Fluency Percentiles
FameFeelingFluency
Growing Stable Declining
Fame
FluencyFeeling
Fame
FluencyFeeling
Growing : >+2% Stable: +2% to -2% Declining: <-2%
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Fame
FluencyFeeling
Fame
FluencyFeeling
Fame, Feeling &Fluency | Commanding a Premium
Fame, Feeling &Fluency Percentiles
FameFeelingFluency
$ $$ $$$Fame
FluencyFeeling
£: Bottom 3rd on price within category brands tested ££: Middle third £££: top third %
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The battleground for even further brand growth and long-term success is Brand Feelings
It is distinct from other brands and has strong distinctive assets
Coca-Cola is a Super Brand5
Very good especially cold and together with a meal
Coca-Cola has a delicious taste, the more you
drink, the more you want!
The bubbles,
so delicious!
I like it so much, ice
cold. Coca-Cola is
Coca-Cola
How strong is the Coca-Cola brand in Brazil?
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Coca-Cola Brand Feelings are crucial for Market Share.
Correlation of Market Share and Brand Feelings when controlling for price and distribution
variablesImportance of Emotional Engagement for sales volumes
Shar
e of
Mar
ket a
djus
ted
for P
rice
and
Exec
ution
Emotional Engagement (standardized)
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Marketing Campaigns have a direct impact on Brand Feelings.
Coca-Cola Brand Feeling6 period Moving Average
Impact of Coca-Cola CampaignsEmotional Impact x Reach
Emotional Impact of Campaign X Reach determines long term effects
YEAR 1 YEAR 2 YEAR 3
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0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 1100
10
20
30
40
50
60
70
80
90
100
% o
f Bra
zil I
ndiv
idua
ls re
ache
d
Average hours per month
TOTAL TV
INTERNET
Pesquisa Brasileira de Mídia, 2015
RADIO
Reach | Despite the relevance of digital (social media) and the time spent on this media, TV is still very much relevant.
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Aim for 5-Stars,don’t stop at 3! Think human truths and tie it to your brand for years to come.
Emotional Impact | The challenge is to always find powerful ideas that are able to strengthen the brand’s connection with consumers.
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TVPRINTRADIO
COCA-COLATAKES OVER
RIO 2016
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5-Star TV AdsReaching 3 out of 4 people in Brazil
https://www.youtube.com/watch?v=SW7Cuopu8No
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Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-162015
Coca
-Col
a Br
and
Feel
ings
(Ind
ex)
TOTAL
TEENS
Brand feelings increased dramatically during Olympics campaign, exceeding all benchmarks
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©BrainJuicer® 222015 Games Period Brazil Games Period Rio
90
95
100
105
110
115
120
125Co
ca-C
ola
Bran
d Fe
elin
gs (I
ndex
)
Enough to potentially increase SOM by
1.5%
TOTAL
TEENS
Brand feelings went through the roof in the city of Rio de Janeiro
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Wave 1 Wave 2 Wave 3 Wave 4 Wave 5 Wave 6 Wave 7 Wave 8 Wave 9 Wave 10 Wave 11 Wave 12 Wave 13 Wave 14 Wave 150
20
40
60
80
Brand Number 2
Brand Number 3
Brand Number 4
Brand Number 5
% p
eopl
e m
entio
ning
bra
nd (u
naid
ed)
Coca-Cola more associated to the Olympic games than any other brand
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Three Takeaways
Decision making is fast & frugal. Three basic heuristics (Fame, Feeling, & Fluency)
explain all you need to know about your brand
Brand Tracker insights must lead to action. Timing and Focus are essential to maximize
impact of campaigns
Make Brand Trackers accountable. Equity measures are not enough,
must look for business results
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The Irrationality of Measuring Brand [email protected]
The original presentation was given by Gabriel Aleixo in partnership with Coca-Cola at TMRE (The Market Research Event) in Boca Raton, Florida in October 2016.