shifting to the future thru ideals
DESCRIPTION
Brands need to move with the times and use their power to inject meaning & purpose into the world by functioning through genuine ideals. This isn't just good for the world, it's good for business.TRANSCRIPT
Shifting to the future
Using brand ideals to fuel future business growth
Raj SamuelInnovations Director - AMV/BBDO London@Samosaone
Two questions
• Have you seen any fundamental shifts in how marketers are looking at the future challenge?
• Any new and valuable ways in which consumer behaviour is being assessed or tracked?
In a nutshell…
How can we be more valuable to consumers to ensure we future-proof
the business?
A very popular topic & direction
• Have you seen any fundamental shifts in how marketers are looking at the future challenge?
• Any new and valuable ways in which consumer behaviour is being assessed or tracked?
Current context…
Brands have been following the human trajectory
Physio Security Social Esteem Meaning
Brands
• Consumers will continue to evolve….towards more meaning• Companies will need to follow suit to be more competitive
and profitable• The trend is just overlayed by the sudden stress of the
economic climate
The tremendous growth in social technologies has brought people together at an unprecedented rate
confiden
An uneasy climate and limited faith in business is accelerating response & action
Social facilitation galvanising audiences
There’s been a massive erosion of…
Measuring market cap
1984
100%Tangible assets
2010
40-50%Tangible assets
Intangible assets Brand – the
potential for capturing hearts & trust as well as future growth lies here
Grow – Jim Stengel / S&P 500
Trust is so key, but it’s in decline
Edelman Trust Barometer 2011-12
And our category needs to work harder
72% of people want businesses to be more socially responsible
Trust in CEOs has fallen dramatically
Trust protects reputation
A common denominator in growth
The fastest growing brands of the last 10 years were all ‘ideal-driven’ brands
• Brands that followed a higher order purpose
• Purpose which was a central driver of all its strategies
• One which aimed to improve lives in some way
• Made a contribution to society
‘Ideal-driven’ brands
Making the planet smarter Driving the human spirit
Uplifting mind & body Delivering happiness
The Top 50 had greater growth than the S&P 500
CSR/ideals – good for business
“We find evidence that in earlier periods, CSR [corporate social responsibility] strategies were perceived as value-destructing
and thus, had a negative impact on investment recommendations…
….whereas for later periods, CSR strengths are perceived as value-creating, reversing the earlier negative into a positive
impact on recommendations: analysts are more likely to recommend a stock ‘buy’ for CSR-strong firms in later years.”
Ideals inject brands with the meaning that consumers seek.
Becoming a more meaningful brand
To be ‘competitive’ in the new economy, brands need to become meaningful
• Creating ‘wealth’• Work towards a ‘betterness’ philosophy• Relooking at competition• Relooking at shareholders• Engendering trust
Wealth and betterness
No harm done Impact on society
Profits = Yawn
Profits = wealth / betterness
How we look at…counterorganisations
Competitors
How we look at…counterorganisations
Competitors, markets, networks, communities, activists, labor organisations, Anonymous,
hacktivists, lobbyists, interest groups
How we look at…
Shareholders
Redefining…
Societal Shareholders
Financial Shareholders
The ‘new’ companies have it in their DNA…
…attracting the new generation of customers & employees
Methods towards meaningfulness
• Eliciting happiness• Enabling connection & community• Inspiring exploration• Evoking pride• Impacting society• Reaching for a cause
Eliciting happiness
Enabling connection & community
Inspiring exploration
Evoking pride
Impacting society
Reaching for a cause
Ideals / purpose / trust
Edelman Trust Barometer
The Transformation of Trust
Old marketing New marketing
Differentiation Impact
Look, promise, benefits
Amplify human potential
• Have you seen any fundamental shifts in how marketers are looking at the future challenge?
• Any new and valuable ways in which consumer behaviour is being assessed or tracked?
Measuring
• If the world has gone social, social measurement is a vital necessity
• 1 in 5 tweets are about brands, how do we ensure positive conversation around our brands?
• Social chatter is the permanent, live focus group• Are people talking about us? And in what context?
How can this lead to continuing advocacy?
Social measuring
• Contextual analysis:
– Identify the common ethical levers, ideals - Environment, ethical standpoints, society, value.
– – What’s the volume of chatter around our brands
and the ethical levers? How many times is this brand referred to in regards to this lever?
– And then look at engagement… drilling down into the noise, looking at sentiment, reach, potential advocacy etc
Thank you