european direct selling conference ,october 2014
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The Power of. European Direct Selling Conference ,October 2014. Our Unique Brand Framework. +350,000 citizens. 34 markets. + 1,000 brands. 12 industries. 2014/15. Worldwide Survey. 3. 2. 1. - PowerPoint PPT PresentationTRANSCRIPT
European Direct Selling Conference ,October 2014
The Power of
2
+350,000 citizens
34 markets 12
industries + 1,000brands 2014/15
Meaningful Brands is a propietary metric of brand strength
It is the first global framework to connect brands with human well-being
1. 2. It measures the quality of benefits brands bring to people’s lives and the returns in business terms
3.
Our Unique Brand Framework
Worldwide Survey
Do People Really Care About Brands?
Most people would not care if 73% of brands disappeared
Less than 20% of brands notably improve our quality of life
Disconnection is Stronger in W. Europe where 90% of brands would not be missed
Source: Havas Media Group Meaningful Brands 2013
3
Today’s Consumer Paradigm
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Marketplace:Going beyond the product
Personal wellbeing:Exploring how brands tangibly improve peoples’ lives
Understanding What Matters
Collective wellbeing:And the role they play in society
5
Brands That Enhance The Wellbeing Of Citizens, Communities And Societies Are More Meaningful
TOP GLOBALMEANINGFUL BRANDS 2013
Meaningful Brands Outperform in Business Terms
MB Index considers top 25 meaningful global brands (from companies operating in the stock market)
Stronger Brand Equity KPIs Greater Preference & Loyalty Greater Share of Wallet Stronger Attachment
Outperform the Stock Market x 3
Outperform In Marketing Terms
Meaningful Brands…
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PHYSICAL ( Fitter, stay Healthy)
ORGANIZATIONAL (Good habits, life easier)
EMOTIONAL (self-expression / enjoyable moments, self-steem / feel good/happier)
INTELLECTUAL (ideas, develops skills)
GOV. & ETHICS (It is Ethical & Transparent)
Personal Wellbeing
Collective Wellbeing
NIKE Is Empowering People To Achieve Their Full Potential
Acting as a “Coach”, Making Every Interaction Count
A better “you” A better “us” A better “world”
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Natura Champions Our Environmental Challenges and Infuses a “Well-being, Being well” Purpose
Champion
Natura pioneers solutions to tackle environmental challenges
Its “well-being , being well" purpose infuses their products and enhances better relationships:
…between oneself and one's body…with others and with nature
Natura improves peoples’ lives by making the world a tangibly better place in human terms
10
+.
+.
IKEA Creates A Better Everyday LifeBy Guiding And Inspiring
The “Mentor” .
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+.
+.
Why?
What?
How?
Why?Purpose Wellbeing Outcomes
What? Outputs
How?Interactions
Different Pathways … With a Common Pattern
PurposeMeaning
Solutions
MeaningfulExperiences
Improve “me” , “us” , the world Guide and transform myself
Engage “me” Stage memorable experiences
Provide “me” Deliver
Havas Media Group. Meaningful Branding Framework
People
Purpose
Enabler
We, Together
Relationships
+OSEP
The “Essence” of Direct Selling is Meaningful
Traditional Meaningful
Target/consumers
My Company/ Products
Provider
I (the brand)
Advertising
Paid media
Direct Sales
For People Through People
Collective & Personal benefits
Coach, Mentor
Network Platform
Closer, more Human
Owned & Earned (WOM)
Opportunity to Leverage Your Assets And Explore Your Own Pathway To Meaningfulness
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We Collaborate with Top Brands ww
Joining the New Wave for 2014Be Part of the New Generation of BrandsSubscribing to the new wave mb 2014 will allow you to… Discover how meaningful your brand is and start exploring new territories to make a difference
• How meaningful is your brand to people in 2014? Is it contributing to their quality of life? Would consumers care if your brand disappeared tomorrow? What is your mb Index?
• How does your brand/s position vs peers? Are you improving in meaningful terms?• Who are the top performers ? Which are the key benchmarks to watch locally and globally? • What are people expectations in their relationship with brands in 2014? Emerging trends? Changing priorities?
Customize it now, before starting the fieldwork• Define now which brands and markets you are interested in• Unique Opportunity to customize it, including some bespoke issues for your brand & peers• Opportunity to leverage scale economies, when upgrading the service•
Get free PR & great exposure in key media worldwide Can your brand miss it?• Meaningful Brands is a key reference worldwide. Its results are published in key international, local and social
media, reaching CEOs, top management, CMOs, Brand Managers, Sustainability Directors & key opinion leaders • Opportunity to profit from a strong free PR. Meaningful Brands generated over 7 million GBP in free PR in 2013 in
key media such as the Financial Times, The Economist, Forbes, Fast Company, CNBC, major local newspapers and trading magazines such as Adage, WARC, IP Market and many others
THANK [email protected] and Global Director of Meaningful Brands