Meaningful Brands.The new concept of brand strenght.

Barbara Marx (Havas Media Group)

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

+350,000people

34markets

12categories

6+

years

1,000+

brands2014/15

POLSKA:

•4,400 respondentów•33 marki

50% of brands are trusted globally

But Trust is no longer enough…

“Trust is a Pre-requisite for Brands to Deepen Connections and Be Allowed to Play a meaningful Role in People’s Lives”

69% of People Want Brands to be Meaningful…But few brands are delivering yet

WORLDWIDE EMEA N. AMERICA LATAM APAC

Are companies and brands working hard at improving our quality of life and wellbeing?

WEAK

PERFORMANCE

82%71% 69%

65%63%

Should companies and brands play a role in improving our quality of life and wellbeing?

GROWING

EXPECTATION

S

33%39%47%56%31%

% People Agree

Brands must create value that matters

Cost-advantage Differentiation Make a difference

FUNCTIONAL

ASPIRATIONAL

MEANINGFUL

TODAY

TOMORROW

Poles believe that change will come from people, not from brands, governments or institutions

I believe change will come from

companies and brands, not from governments and institutions

41%

I believe change will come from people, not from companies and brands 50%

POL

Brands face growing expectations and unmet expectations fuel the disconnection

POL

Companies and brands should be actively involved in solving social and environmental problems

68% 71% 69%

Companies and brands should play a role in improving our quality of life and wellbeing

67% 71% 64%

West

EuropeEast

Europe

I frequently consider the impact of a

brand on people’s wellbeing or the environment, when I am deciding whether or not to buy it

35% 42% 44%

People do not demand utopian llivesbut real outcomes and more meaningful lifestyles

We need to understand whats matters…

Personal wellbeing

Collective wellbeingAnd the role they play in society

MarketplaceGoing beyond the product

Exploring how brands tangibly improve peoples’ lives

Brands need to explore the specific territories to leverage by category

Brands that enhance the wellbeing of citizens, communities and societies are more meaningful

What makes Retailers meaningful in Poland?Products and Personal Outcomes prevail

1Marketplace outputs

2Personal wellbeing

3Collective wellbeing

Useful prods.Fair pricesGood quality prods.Safe prods.Respect

Organizational (Life easier, Save time, Good habits)Emotional (Life satisfaction, Me happier)Physical (Be at my best, Healthy) Financial (Savings)

Economy (Jobs, Invests Future Economy, Benefits Economy today)Community (Comm. Development, Local suppliers)Gov & Ethics (Diversity, Transparent)

Top3 attributes in orange

What makes Food (Chocolates) meaningful in Poland?People demand a more holistic approach, being Ethics and their contribution to the collective wellbeing matter

1Marketplace outputs

3Personal wellbeing

2Collective wellbeing

Good quality prods.Category LeaderSafe prods.Fair pricesUseful prods.

Emotional (Me happier, Life satisfaction, Self-esteem, Show-off, Peace of mind)Social (Belonging, Closer to people, Connecting)Physical (Be at my best) Organizational (Life easier)

Gov & Ethics (Diversity, Transparent, Ethical, Sust. leader)Economy (Invests in Tomorrow’s economy, Benefits Economy today, Jobs)

Top 10 Performers Follow a Similar Path, focus on Personal & Rational Outcomes Except the leader E. Wedel, Which is L everaging a More Emotive and Collective approach

RATIONAL PATHTo meaningfulness

PERSONAL

Well-being

EMOTIVE PATHTo meaningfulness

COLLECTIVE

Well-being

Earning Meaningful Returns

The More Meaningful, the Greater Share of Wallet

Share of wallet: % spent with a brand / total annual expenditure withinits category

Meaningful brands generate significantly higher KPIs

Overall Impression 78%

BRANDS KPIS HIGH M PERFORMANCE

LOW M PERFORMANCE

41%

Purchase Intent(non clients) 44% 18%

Repurchase Intent(Clients) 71% 36%

Advocacy 73% 36%

Premium Price 52% 11%

…and outperform the stock market by 133%!

All brands can boost their brands KPIs by improving their meaningful performance

Thank you!