E X P L O R I N G T H E F U T U R E O F

B R A N D E N G A G E M E N T

@ s a u l b e t m e a d

INTEG

RATION

SHO

PPER AC

TIVATION

PRO

GR

AMM

ATICIN

TERFAC

E DESIG

N

BIG DATA

ARTIFICIALINTELLIGENCENUDGE

CONVERSIONWEAPONISED MACHINE LEARNING

BEHAVIOURAL SCIENCE

NATIVE ADVERTISING

CONTENT PLATFORM contextual

media

GA

MIFIC

ATIO

N

MOBILE OPTIMISATION

SOLOMO

UGC

X-POST

viral

T I T L E T E X T

>1m consumers50k+ brands360+ studies50+ countries21 years of data $150m invested

WORLD’S LONGEST RUNNING & LARGEST BRAND DATABASE

CATEGORY AGNOSTICROBUST PERSPECTIVE ACADEMIC AUTHORITY

6 6 % 0 F B R A N D S A R E I N D E C L I N E O R S TA G N A N T

S O U R C E : B A V – G L O B A L 2 0 0 8 - 2 0 1 6

.PAGE

 BRAND LIFE EXPECTANCY HAS HALVED SINCE 1950 AS HUMAN LIFESPAN HAS DOUBLED

— BCG, 2015S O U R C E : B C G 2 0 1 5

.PAGE

REALITY – EXPECTATIONS = HAPPINESS

UCLA's Anderson School of Management & Brand Keys 2014 

24%7% -17%– =

M E T E O R I C R I S E I N C O N S U M E R E X P E C TAT I O N S

P E O P L E H AV E T H E W I L L ,

T H E T O O L S T O R A D I C A L LY

C H A N G E C O M PA N I E S

F O R T U N E S

I N S U R M O U N TA B L E N U M B E R O F C H A N N E L S & T O U C H P O I N T S T O M A N A G E

F L U I D

I T E R AT I V E

L I V I N G

N O M O R E

L A U N C H

& L E AV E

T E S T

&

L E A R N

ATTENTION IS OUR MOST VALUBLE ASSET

‘COMPETITION’ FIERCE

SOCIAL MEDIA DRIVES AGENDA

WHILE MOST BRANDS FLOUNDER

SOME PROSPER AMID THE CHAOS

YOU ARE DOING SOMETHING ABOUT IT

YOU MAKE IT COMPELLING ENOUGH FOR

THEM TO WANT TO PARTICIPATE

YOU CARE ABOUT SOMETHING THAT THEY CARE ABOUT

S O C I A B L EI N V E N T I V EP U R P O S E F U L

S O U R C E : B A V – G L O B A L 2 0 1 5 / 2 0 1 6

C U LT U R A L C A P I TA L

✓ CAPTURES THE PUBLIC IMAGINATION

✓ IN THE RIGHT PLACE AT THE RIGHT TIME, OVER AND OVER AGAIN

✓ STAFF ACT LIKE AMBASSADORS, CUSTOMERS ACT LIKE FANS

✓ MARKETING BECOMES CONTENT PEOPLE ARE PROUD TO PARTICIPATE IN AND SHARE

✓ PLAYS A SIGNIFICANT ROLE IN PEOPLE’S LIVES, IN THE CULTURE IN WHICH THEY LIVE

1. HIGHER BRAND VALUE

2. BRAND VALUE GROWS FASTER

3. STRONGER BRAND EQUITY

C U L T U R A L C A P I T A L C O R R E L A T E S W I T H C O M M E R C I A L P E R F O R M A N C E

C U L T U R A L C A P I T A L B A V I N D E X T M

S O C I A B L EI N V E N T I V EP U R P O S E F U L

InnovativeOriginalDifferentUniqueDaring

Gaining in PopularitySocial

FriendlyCharming

Cares for its CustomersSocially Responsible

AuthenticStraightforward

Helpful

A STRONG CORRELATION BETWEEN CULTURAL CAPITAL & COMMERCIAL BRAND PERFORMANCE ACROSS THE REGION

UK

Aver

age

Bran

d Va

luat

ion

USD

$ M

illion

s(B

rand

Z 20

16)

20000

40000

60000

80000

100000

CC > 15 CC > 30 CC > 40 CC > 50 CC > 60 CC > 70 CC > 80

France

Aver

age

Bran

d Va

luat

ion

USD

$ M

illion

s(B

rand

Z 20

16)

20000

27500

35000

42500

50000

CC > 20 CC > 25 CC > 35 CC > 45 CC > 55 CC > 60 CC > 65 CC > 75

Germany

Aver

age

Bran

d Va

luat

ion

USD

$ M

illion

s(B

rand

Z 20

16)

20000

32500

45000

57500

70000

CC > 15 CC > 30 CC > 40 CC > 50 CC > 60 CC > 70 CC > 80

Spain

Aver

age

Bran

d Va

luat

ion

USD

$ M

illion

s(B

rand

Z 20

16)

20000

37500

55000

72500

90000

CC > 15 CC > 30 CC > 40 CC > 50 CC > 60 CC > 70 CC > 80

Italy

Aver

age

Bran

d Va

luat

ion

USD

$ M

illion

s(B

rand

Z 20

16)

20000

32500

45000

57500

70000

CC > 25 CC > 35 CC > 40 CC > 50 CC > 60 CC > 65 CC > 75

Russia

Aver

age

Bran

d Va

luat

ion

USD

$ M

illion

s(B

rand

Z 20

16)

20000

27500

35000

42500

50000

CC > 20 CC > 35 CC > 40 CC > 45 CC > 50 CC > 55 CC > 60

Turkey

Aver

age

Bran

d Va

luat

ion

USD

$ M

illion

s(B

rand

Z 20

16)

20000

32500

45000

57500

70000

CC > 30 CC > 40 CC > 45 CC > 50 CC > 60 CC > 70 CC > 75

SOURCE: CULTURAL CAPITAL BAV INDEXTM, BrandZ Valuation 2016 (Top 100 Global Brands)

.PAGE

TOP 40% OF CULTURAL CAPITAL BRANDS ARE OVER 2X AS VALUABLE AS BOTTOM 40%

Average Brand Value in 2016 ($m)

Aver

age

Bran

d Va

luat

ion

USD

$ M

illion

s(B

rand

Z 20

16)

0

10000

20000

30000

40000

Low Cultural Capital (<60) High Cultural Capital (> 60)

36546.1668

15833.9729

FRANCE

Average Brand Value in 2016 ($m)

Aver

age

Bran

d Va

luat

ion

USD

$ M

illion

s(B

rand

Z 20

16)

0

10000

20000

30000

40000

Low Cultural Capital (<60) High Cultural Capital (> 60)

39391.6055

16195.5452

UK

SOURCE: CULTURAL CAPITAL BAV INDEXTM, BrandZ Valuation 2016 (Top 100 Global Brands)

.PAGE

RKCR/Y&R

PREMIER LEAGUE.2016

THE HIGHER THE CULTURAL CAPITAL, THE HIGHER THE GROWTH RATE

SOURCE: CULTURAL CAPITAL BAV INDEXTM, BrandZ Valuation 2016 (Top 100 Global Brands)

THERE IS A STRONG RELATIONSHIP BETWEEN CULTURAL CAPITAL AND BRAND EQUITY

T H E P R O O F I S I N T H E P U D D I N G

INVENTIVE

An app that discreetly allows women to alert others when they’re in

danger.

SOCIABLE

Harnessed the Turkish women’s

community to spread the word

secretly.

PURPOSEFUL

In a world that remains unequal, we use

technology to improve lives.

VODAFONE RED LIGHT APP

INVENTIVE

Create an idea that allows the adventurous amongst us to get out and enjoy the winter in

all it’s glory.

SOCIABLE

Create a community, help them share, help them play, help them

them get out and play.

PURPOSEFUL

We exist to inspire adventurous minds.

L A N D R O V E R H I B E R N O T

INVENTIVE

Commit the ultimate sacrifice, create the

ultimate burger with our nemesis.

Create the McWhopper.

SOCIABLE

Make it easy, make it interesting, help them

build it, help them celebrate it, seriously

annoy McDonalds.

PURPOSEFUL

We believe peace is more important than anything.

B U R G E R K I N G M C W H O P P E R

The purpose in action. Distinctive, original ideas that add value to peoples’ lives through compelling

experiences.

Ideas that are genuinely interesting to people; that become part of the fabric of their social existence;that ultimately create a meaningful, two way

dialogue.

Has a clear sense of purpose, one that has a deeply relevant place in people lives, represents

genuine needs & desires.

PURPOSEFUL INVENTIVE SOCIABLE

T H E F U T U R E O F B R A N D E N G A G E M E N T ?

T H A N K Y O U : )

The purpose in action. Distinctive, original ideas that add value to peoples’ lives through compelling

experiences.

Ideas that are genuinely interesting to people; that become part of the fabric of their social existence;that ultimately create a meaningful, two way

dialogue.

Has a clear sense of purpose, one that has a deeply relevant place in people lives, represents

genuine needs & desires.

PURPOSEFUL INVENTIVE SOCIABLE

C U LT U R A L C A P I TA L F R A M E W O R K

Entertaining - Useful