Edelman Brandshare 2014

HOW BRANDS & PEOPLE CREATEA VALUE EXCHANGEPresented by Edelman

brandshareTM 2014 © Daniel J. Edelman, Inc .

A VALUE EXCHANGE STARTS WITH PEOPLE’S NEEDS

CONSUMER

NEEDS

2

People’s needs have changeddue to an increasingly complex and interconnected world.


CONSUMER

NEEDS

MATCHED BY WAYS BRANDS CAN FULFILL THESE NEEDS

3

BRAND

BEHAVIORS

Actions brands can take to fulfill these new consumer needs.


AND THE DELIVERY OF MUTUAL BENEFIT

BRAND

BEHAVIORS

CONSUMER

NEEDS

4

VALUE

EXCHANGEQuantifiable value exchange based on shared contribution and benefit.


WE COMPARED CONSUMER NEEDS…

6

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


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

7

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


AND EVALUATED HOW THEY COMBINE TO DELIVER BUSINESS OUTCOMES

8

Purchase

Recommend

Defend

1

2

3

Share Personal Information

Share Brand Content

4

5


WE LEARNED THERE IS:

Little value for the consumer in the current value exchange

Meeting societal needs delivers real business value

Emotional and rational needs are merging

9


LITTLE VALUE FOR THE CONSUMER IN THE CURRENT VALUE EXCHANGE

10


PEOPLE CONTRIBUTE. BRANDS BENEFIT.THERE IS LITTLE VALUE EXCHANGE.

Shared relationshipOne-sided relationship

66% 34%

11

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?

Sincere commitment to their customers

Brands have self-centered desire to increase profits

70% 30%


PEOPLE WANT MORE VALUE FROM BRAND RELATIONSHIPS

Want more meaningful relationships with brands

87%

17%

Think brands deliver

12

Q9: 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]}


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]

PEOPLE DEMAND GREATER RESPONSIVENESS…

78%

17%HOW THEY THINK BRANDS PERFORM

GAP

-61

PEOPLE SAY IT IS IMPORTANT

59%

18%

-41

Gives many ways to ask questions and give opinions

Respond quickly to people’s concerns and complaints

GAP

13


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]

MORE INVOLVEMENT…

Invites people to be a part of the development and refinement process

16%

52%

-36

Communicates openly and transparently about how products are sourced and made

15%

68%

-53


GAP

GAP

14


HOW THEY THINK BRANDS PERFORM

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]

AND REAL CONVICTION FROM BRANDS

21%

58%-37


15%

-37

52%

Uses its resources to drive change in the world

Has a clear mission and purpose at its core

GAP

GAP

15


HOW THEY THINK BRANDS PERFORM

CONSUMERS ACROSS THE WORLD WANT MORE VALUABLE RELATIONSHIPSGAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE

DEVELOPED DEVELOPING

-65 -53Respond quickly to people’s concerns and complaints

-54 -48Communicates openly and transparently about how products are sourced and made

-39 -45Gives many ways to ask questions and give opinions

-34 -43Invites people to be a part of the development and refinement process

-34 -41Has a clear mission and purpose at its core

-33 -38Uses its resources to drive change in the world

-32 -40Lets people know the company’s mission and vision for the future

-32 -46Takes a stand on the issues I care about most

16


EVERY GENERATION DEMANDS MORE VALUE

MILLENNIALS GEN X BOOMER

-54 -62Respond quickly to people’s concerns and complaints -70

-49 -53Communicates openly and transparently about how products are sourced and made -57

-39 -42Gives many ways to ask questions and give opinions -41

-34 -37Invites people to be a part of the development and refinement process -38

-38 -38Has a clear mission and purpose at its core -34

-35 -38Uses its resources to drive change in the world -33

-32 -34Lets people know the company’s mission and vision for the future -34

-37 -38Takes a stand on the issues I care about most -33

17

GAP BETWEEN IMPORTANCE AND BRAND PERFORMANCE


EMOTIONAL AND RATIONAL NEEDS ARE MERGING

18


Rational needs were the reason to believe

MEETING EMOTIONAL NEEDS HAS BEEN ABOUT HOW BRANDS MAKE PEOPLE FEEL

19


EMOTIONAL AND RATIONAL NEEDS ARE MERGING

.25 .3 .35 .4.2.15

RATIONAL EMOTIONAL

20

.3 .25 .2 .15.35.4

QUICKLY RESPONDS TO PEOPLE’S CONCERNS AND COMPLAINTS

ACTS WITH CLEAR MISSION AND PURPOSE AT ITS CORE

GIVES MANY WAYS TO ASK QUESTIONS AND GIVE OPINIONS

MOST IMPACT LEAST IMPACT MOST IMPACT


SHARE BRAND CONTENT

PURCHASE DEFENDRECOMMEND SHARE PERSONAL INFO

WILL NOT

BRAND BEHAVIORS THAT MEET EMOTIONAL AND RATIONAL NEEDS DELIVER GREATER PURCHASE, DEFENSE AND RECOMMENDATION

21

EMOTIONAL + RATIONAL

EMOTIONAL

RATIONAL

DEFINITELY WILL

4

5

6

7

8

9

10

3

2

1

+9% +11%

+5%


MEETING SOCIETAL NEEDS DELIVERS REAL BUSINESS VALUE

22


I feel good about this company’s commitment to its community

23

I feel the brand cares about things other than itself

I believe in the brand’s purpose

FULFILLING SOCIETAL NEEDS DRIVES BUSINESS OUTCOMES


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 it for brands to [communicate

openly and transparently about how products are sourced and made]? [5-Point Scale, Top 2 Box]

PEOPLE WANT INCREASED TRANSPARENCY

2013

54% 682014

%

24

Percentage of people who feel it is important for brands to communicate openly and transparently about how products are sourced and made


Takes a stand on the issues I care about most

Uses its resources to drive change in the world

Invites people to be a part of the development and refinement process for products or services

Lets people know the company’s mission and vision for the future

SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY

25

TOP FOUR BRAND BEHAVIORS THAT CORRELATE TO CONSUMERS’ SOCIETAL NEEDS


MEETING SOCIETAL NEEDS ACTIVATES SHARING PERSONAL INFO AND BRAND CONTENT

SHARE BRAND CONTENT

PURCHASE RECOMMEND DEFEND SHARE PERSONAL INFO

MOST IMPACT

NO IMPACT

26

SOCIETAL

0

.2

.25

.3

.35

.4


MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS

PURCHASE+ 8%

DEFEND+10%

RECOMMEND+12%

SHARE PERSONAL INFO+11%

SHARE BRAND CONTENT+12%

27

RATIONAL

EMOTIONAL

SOCIETAL


+

+

CREATING A VALUE EXCHANGE

28


STORYTELLING &STORYSHARING

RECOGNIZE THAT PARTICIPATION COMES IN MANY FORMS

PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM

29

OF RESPONDENTS THINK IT’S IMPORTANT TO INVITE PEOPLE TO BE A PART OF THE PRODUCT/SERVICE DEVELOPMENT AND REFINEMENT PROCESS2%5


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

OF CONSUMERS BELIEVEBRANDS MUST HAVE A CLEAR REASON OR PURPOSE80%

30


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

OF RESPONDENTS FEEL THEY SHOULD BE ABLE TO COMMUNICATE AND INTERACT WITH BRANDS QUICKLY, IN REAL-TIME87%

31


CONSUMER ACTIONS

CONSUMER NEEDS

RECOMMEND

DEFEND

PURCHASE

32

BRANDBEHAVIORS

RATIONAL

EMOTIONAL

MOVING FROM A TRANSACTION-BASED VALUE EQUATION…


CONSUMER ACTIONS

CONSUMER NEEDS

RECOMMEND

DEFEND

PURCHASE

33

BRANDBEHAVIORS

RATIONAL

EMOTIONAL

SHARE PURCHASE

INFO

SHARE BRAND

CONTENT

SOCIETAL

TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL


+

+

Edelman Brandshare 2014

Business

Transcript of Edelman Brandshare 2014