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Brand building in the digital age презентация
Содержание
- 1. Brand building in the digital age
- 2. The probability of growth What proportion of
- 3. The probability of growth What proportion of
- 4. What percentage of brands included in BrandZ
- 5. Within the 1 in 5 that grew,
- 6. Brands matter more than ever For consumers brands are shortcuts to meaning
- 7. How many seconds does it take people
- 8. We react first then think “
- 9. Three sets of associations shape how we respond to brands EMOTION EXPERIENCE KNOWLEDGE
- 10. So ideally brands need to be the OBVIOUS CHOICE
- 11. The value of being Meaningful, Different and
- 15. Which of these three qualities is most
- 16. Three reasons why brands need to be meaningfully different
- 17. When salience grows meaningfully different brands grow
- 18. Meaningful differentiation, as perceived by consumers, encourages
- 19. Brands that are DIFFERENT & TREND SETTING
- 20. Don’t forget, people watch ads for the
- 21. Our media landscape is changing The media
- 22. The world is changing fast…
- 23. Digital represents a big media opportunity in
- 24. In the Middle East and North Africa
- 25. When planned effectively digital offers significant reach
- 26. In this case study from Turkey Facebook
- 27. The media world is fragmenting but digital
- 28. Digital-led earned campaigns need to aim for
- 29. Word of Mouth has strong impact but
- 30. Source: Link database, new brand n=150 and
- 31. Five ingredients of a successful comms plan
- 32. Start with the task the advertising needs
- 33. So we need to go from…
- 34. Because getting it right unlocks tremendous value,
- 35. Google’s Voice Search Campaign, Media Lion Grand Prix 2012
- 36. Google’s Voice Search Campaign, Media Lion Grand Prix 2012
- 37. Gillette Mach 3 W.A.L.S. campaign in India
- 38. “Women Against Lazy Stubble” (W.A.L.S.)
- 39. $3.25M free media coverage, improved brand equity
- 40. Takeaways Applying the thinking to your business
- 41. Consumer insight is fundamental to success
- 42. Any questions? Chief Global Analyst Nigel
The probability of growth What proportion of brands grow over a 5 year time frame? Brands matter more than ever before For consumers brands are shortcuts to meaning The value of
Слайд 1Brand building in the digital age
Why effective brand and communications planning
matter more than ever
Слайд 2The probability of growth
What proportion of brands grow over a 5
year time frame?
Brands matter more than ever before
For consumers brands are shortcuts to meaning
The value of being Meaningful, Different and Salient
How brand attitudes drive sales, price paid and future growth potential
Our media landscape is changing
The media world is more complex, offering challenges and opportunities
Five ingredients of a successful comms plan
The five ingredients of a successful communications plan
Takeaways
Applying the thinking to your business
Brand building in the digital age
Слайд 4What percentage of brands included in BrandZ grew measurably over the
course of 5 years?
Source: analysis of global BrandZ data for same brands across 5 years
Слайд 5Within the 1 in 5 that grew, which group would you
want your brand to be in?
Source: 2012/3 compared to 2007/8 for 2,419 brands measured in BrandZ with measures normalized for brand size in 2007/8
+20%
+6%
Слайд 8We react first then think
“ Most of what you think and
do originates in your System 1, but System 2 takes over when things get difficult and it normally has the last word”
Слайд 11The value of being Meaningful, Different and Salient
How brand attitudes drive
sales, price paid and future growth potential
Слайд 15Which of these three qualities is most important to a brand’s
success?
Source: analysis of global BrandZ data for same brands across 5 years
Foundation
Competitive
edge
Main growth
driver
Слайд 17When salience grows meaningfully different brands grow faster
Source: 2012/3 compared to
2007/8 for 2,419 brands measured in BrandZ with measures normalized for brand size in 2007/8
Salience grew
but not meaningfully different
+20%
Meaningfully different and grew salience
+6%
Слайд 18Meaningful differentiation, as perceived by consumers, encourages them to pay more
for a brand
Source: Millward Brown R&D study, NZ merged equity and Flybuys behavioral data for 810 consumers. 13 brands
Average Price Paid
Even price-driven consumers pay more for high Premium brands,
the ones they think are meaningfully different
Слайд 19Brands that are DIFFERENT & TREND SETTING attract more than their
fair share of followers on Social Media
Meaningful
113
Different 147
Salient
100
Power
8
Meaningful
104
Different 91
Salient
125
Power
10
MORE FOLLOWERS THAN EXPECTED
LESS FOLLOWERS THAN EXPECTED
GROWTH POTENTIAL 61%
GROWTH POTENTIAL 46%
Слайд 21Our media landscape is changing
The media world is more complex, offering
challenges and opportunities
Слайд 23Digital represents a big media opportunity in Saudi Arabia due to…
HIGH
USAGE
&
STRONG RECEPTIVITY
&
STRONG RECEPTIVITY
Слайд 24In the Middle East and North Africa today the cost of
achieving a 1% increase in brand attributes in digital compared to traditional is…
Source: Millward Brown Cross Media studies in MENA
Слайд 25When planned effectively digital offers significant reach potential in MENA
Millward Brown
Cross Media studies in MENA
Слайд 26In this case study from Turkey Facebook performs in line with
major TV channels on reach
Video neutral case study Turkey
Слайд 27The media world is fragmenting but digital and social offer new
distribution opportunities
EARNED
OWNED
Related
digital content
EARNED
Social and media response to the event
OWNED
Event to capture imagination
PAID
Amplifies the coverage
Maybe shared
TRADITIONAL
NEW
Слайд 28Digital-led earned campaigns need to aim for the stars, only the
most compelling ideas will work
Source: Analysis of YouTube data and Link Database
Video views per week by creative strength
Only the top 5% of video ads are likely to go truly viral. These ads are in the top 10% of our database on enjoyment, involvement and distinctiveness.
Слайд 29Word of Mouth has strong impact but low reach, so needs
to be amplified by traditional media
Source: APAC Crossmedia database
POSITIVE IMPACT
Слайд 30Source: Link database, new brand n=150 and established brand n=530
If an
ad makes the brand seem really different the likelihood of a short-term and long-term sales response increases
Слайд 31Five ingredients of a successful comms plan
The five ingredients of a
successful communications plan
Слайд 32Start with the task the advertising needs to achieve and align
with what makes the brand meaningfully different (or has the potential to do so)
Слайд 34Because getting it right unlocks tremendous value, as this example from
KSA demonstrates with synergies multiplying brand impact 200%
Source: CrossMedia – non-FMCG, KSA
Online
TV
OOH
Print
Share of Budget
Share of Brand Impact
Слайд 39$3.25M free media coverage, improved brand equity and tripled market share
for Mach 3 and haloed up to Gillette overall
Source: BrandZ India 2013
Слайд 42Any questions?
Chief Global Analyst
Nigel Hollis
nigel.hollis@millwardbrown.com
+1 203 434 4868
Country Manager Saudi Arabia
Piotr
Chodakowski
piotr.chodakowski@millwardbrown.com
+966 12 606 7248
