Meaningful brands | Havas Media

Meaningful Brands®

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MEANINGFUL CONNECTIONS


Our vision is to become a category leader through our Meaningful Brands® framework. We will achieve this through our assets: human understanding, connected thinking, superior integration, operational excellence and real time accountability.

To us Meaningful Connections describes how we connect brands to people and create shared value for brands and communities. It is supported by Meaningful Brands® - our unique framework to analyse and track the connections brands have with our quality of life and well-being.

MEANINGFUL BRANDS®

Reclaiming brand durability, sustainability and prosperity

The long-standing relationship between people and brands is broken. Much of the trust, respect and loyalty people had for many brands has disintegrated.

You see it every day in the level of cynicism, scepticism and indifference that people have toward many brands, in many interactions. The reality is, trust in brands worldwide has been falling for the last three decades. It is not hard to see why. We have faced the greatest financial recession since the great depression. It is a recession that hangs on stubbornly in much of the world, with a sluggish rebound at best.

Then there is the fact that brands are not delivering what people want. Instead, they're trying to deliver what they always have: the same old combination of faster / bigger / newer, while the world yearns for brands that are meaningful. Brands that improve the well-being of people’s lives in a tangible, significant and fulfilling way.

Meaningful Brands®is the first global analytical framework to connect human well-being with brands at a business level. It measures the benefits brands bring to our lives. It’s unique in both scale – 700 brands, over 134,000 consumers, 23 countries - and scope. It measures the impact of the brand’s benefits alongside its impact on 12 different areas of well-being (such as health, happiness, financial, relationships and community among others) for a full view of its effect on our quality of life. We are the only group that is able to offer a global analysis and framework on this scale.

The results from 2013 statistically demonstrate that brands that are meaningful outperform the stock market by 120%. It demonstrates in hard financial terms, how the relationship between people and brands can benefit from measuring, communicating and delivering increased well-being.

Despite this, Meaningful Brands® reveals that this disconnect between brands and people continues with the majority of people still not caring if over 73% of brands ceased to exist.

Umair Haque - Economist, Author, HBR blogger and Havas Media Labs Director - tells us more about the project here

KEY FINDINGS OF MEANINGFUL BRANDS®


Most people worldwide would not care if more than 73% of brands disappeared tomorrow.


Think about all the money spent globally on marketing, communication and public relations. Then think that for more than 73% of the companies who are spending it, their brands wouldn’t be missed if they disappeared entirely.

Only 20% of brands worldwide make a significant, positive effect on people’s well-being.


Only one in five brands are perceived as making a meaningful difference in people's lives.

Continuing the trend from 2011, we see a strong and growing gap between developed and emerging markets (with a range of perceptions Europe 5%, USA 9%, Latam 27% and Asia 39%).

We see a wide difference in attachment among markets with a strong polarisation between developed and developing markets. In Europe and the US, people would not care if 92% of brands disappeared. In Latam it’s 58% and in Asia it’s 49%. In Latam and Asia people are attached six times more to brands than Western markets.

Expectations in the West are largely unmet, fueling growing lack of trust and indifference towards brands.

People aren’t looking for Utopian lives. Just better ones.


Our research reveals that people do not need Utopian lives; they just want lives that are incrementally better, in meaningful terms. They don’t expect any single brand to deliver everything, but they look for specific well-being benefits from each brand. Unfortunately, there is a huge gap between people's expectations and what brands actually deliver. As a result, there is dramatic growth of consumer cynicism and distrust towards brands -- especially in advanced economies, and increasingly in developing countries.

The top brands outperform the market by 120%.


Being a Meaningful Brand is not only good for your market and the community at large, it’s also good for your bottom line. In addition to outperforming their competitors in traditional brand measures, the top 20% of brands also dramatically outperform financial leaders across a spectrum of industries. In fact, in our report those brands ranked as Meaningful enjoy financial results that exceed those of top hedge funds. These are financial advantages that are durable, sustainable and disruptive.

MEANINGFUL BRAND INDEX (Mbi)


The analysis includes a measurement called The Meaningful Brand Index (MBi) that uses consumer perception to compare and track the impact brands have on our lives.

The results show a direct relationship between a brand’s MBi score and the level of consumer attachment.

These brands systematically improve our personal and collective well-being and are rewarded by stronger brand equity and attachment. Furthermore, the results show that we really care that these brands exist as we see that they are making a significant contribution to our lives and communities.

TOP 25 BRANDS

1 GOOGLE
2 SAMSUNG
3 MICROSOFT
4 NESTLE
5 SONY
6 IKEA
6 DOVE
7 NIKE
7 WALMART
8 DANONE
9 PHILIPS
10 P&G
11 ADIDAS
11 MERCEDES
12 SPRITE
13 VOLKSWAGEN
13 HONDA
14 LEROY MERLIN
15 UNILEVER
16 L’OREAL
17 STARBUCKS
17 ACTIVIA
18 COCA-COLA
19 TOYOTA
20 H&M
21 AUDI
22 APPLE
22 EVIAN
23 ZARA
24 HEINEKEN
25 LG


For further information please contact:-

Sara de Dios
Global Director of Meaningful Brands
sara.dios@havasmg.com
+34 91 456 9090