MAM

77% consumers buy brands with similar values

The Havas report shows 72% correlation between content effectiveness and a brand's impact

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/22/Meaningful_Brands.jpg?itok=jBNRlB5k

MUMBAI: Havas Group in its Meaningful Brands 2019 report has revealed that a staggering 77 per cent of brands could disappear and no-one would care.  Not only is this the highest percentage since Meaningful Brands® research began in 2008, this is a major three-point hike on the Meaningful Brands 2019 results.

Meaningful Brands is a a far-reaching, global study created by Havas Group of 1800 brands, in 31 countries, with 350,000 respondents, and which links brand performance to quality of life and wellbeing.

The report also notes that brands, which are meaningful and viewed as making the world a better place, are outperforming the stock market by 134 per cent and seeing their share of wallet multiply by 9. These brands also lock-in greater returns on KPIs, like 24 points more for purchase intent and 39 points for advocacy.

“Amid political turmoil, consumers are using their buying power to make a stand. 55 per cent of consumers believe brands actually have a more important role than our governments to create a better future. Buying today is a political act, and the power of consumers to impact change is greater than ever,” reads the report.

Havas Group chief insights officer and Vivendi SVP brand marketing Maria Garrido noted, “There is no doubt about it. Being meaningful is good for business! Our findings show that consumers will reward brands who want to make the world a better place and who reflect their values. A massive 77 per cent of consumers prefer to buy from companies who share their values. Brand activism will become a crucial part of a brand’s strategy.”

Havas Group chairman and CEO Yannick Bolloré commented, “Meaningful Brands 2019 reveals that meaningful brands outperform the stock market by 134 per cent. Brands really need to meaningfully engage with their audience to drive business.”

The report also noted that there is a 72 per cent correlation between content effectiveness and a brand’s impact on personal wellbeing. However, the content from brands is falling massively short of consumer expectations. It states, “While 90 per cent of consumers expect brands to provide content, more than half the content from brands is not meaningful to consumers, drowned out by content noise, including 473 000 tweets sent and 4 million videos watched on YouTube, every minute.”

Vivendi Brand Marketing global director of meaningful insights Barbara Marx warned “Brands are missing out on real opportunities to create content that cuts through the clutter and connects to better engage with audiences through entertainment, events and other content-led activations. 58 per cent of content created by the world’s leading 1800 brands is poor, irrelevant and fails to deliver. It’s simply not meaningful to consumers.”

The report also revealed the names of top ten performing Meaningful Brands as Google, PayPal, Mercedes-Benz, WhatsApp, YouTube, Johnson & Johnson, Gillette, BMW, Microsoft, and Danone.

Retail, electronics, and food were named as the top three most meaningful industries for Western Europe. Compared to food, automotive and transport for Eastern Europe and consumer goods, food and entertainment for North America.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/uniqlo.jpg?itok=6FkAx1rR
UNIQLO Unveils India plans - announces 3 stores in Delhi area, with the first to open in october

MUMBAI: UNIQLO, the Japanese global apparel retailer, today announces the strategic rollout plan for its introduction in India this fall. Given the size and fast growth of the Indian market, the launch will for the first time involve three separate stores, to be able to offer LifeWear to as many...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/clever.jpg?itok=Cb0_NM5j
CleverTap names Miten Mehta as chief alliance officer to head its global partnership ecosystem

MUMBAI: CleverTap, the leading customer retention SaaS platform, announced today that Miten Mehta, has joined the company as Chief Alliance Officer to lead its strategic alliance and partnership program across Americas, EMEA & APAC regions. Miten, Xoogler, is a senior digital transformation and...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/ashish.jpg?itok=FZlzxRKI
World Emoji Day: Emojis For Brand Marketing

It is rightly said that ‘Pictures speak louder than words’. Emojis are the small icons that depict emotions or objects like food, snacks, clothes, weather, animals, accessories and many more! These are highly impactful if used correctly at the right place, right time and to the right people. It is...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/suniesh.jpg?itok=pomZmwnC
Sunish Jose appointed to lead global distributed delivery at Publicis Media India

MUMBAI: Publicis Media India announced the appointment of Sunish Jose as its lead for global distributed delivery. The global distributed delivery set-up is a centre of expertise catering to international markets on a full spectrum of digital, data, and tech services. It houses over 300 specialists...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/oppo.jpg?itok=G-JOjsA3
Sumit Walia appointed as vice president, product & marketing at OPPO India

MUMBAI: OPPO India recently announced the appointment of Sumit Walia as vice president, product & marketing to further strengthen OPPO's product offering and establish a stronger connect with Indian consumers.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/tnpl.jpg?itok=JG7EHGc-
BKT Tires signs up with Tamil Nadu Premier League 2019

MUMBAI: Balkrishna Industries Limited (BKT), India’s leading manufacturer of off-highway tires, has signed on with Sankar Cements Tamil Nadu Premier League (TNPL)as the associate sponsors. TNPL will kick start its fourth edition on July 19, 2019. As associatesponsors, BKT’spartnership with TNPL...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/madhvan.jpg?itok=pidivnN9
Statement from the desk of Mr. Madhavan Menon, Chairman & Managing Director, Thomas Cook (India) Ltd.

MUMBAI: We categorically deny a rumour purposefully confusing Thomas Cook (India) Ltd with Thomas Cook Group Plc (UK), being forwarded via a social messaging platform. This rumour appears to have been created and spread deliberately with an intent to cause irreparable damage to the Thomas Cook...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/sathiyan.jpg?itok=97rnr4h3
Fast & Up ropes in table tennis marvel Sathiyan Gnanasekaran on it's fit squad

MUMBAI: Fast&Up has announced the signing of highly celebrated Indian Table Tennis Player Sathiyan Gnanasekaran as a new member of its ‘Fast&Up – Fit Squad’. This collaboration has taken place at a time when Fast&Up is on the cusp of its next phase of growth focusing on a larger share...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/17/savita.jpg?itok=e3vbzQjE
Sarvita Sethi appointed as Coca-Cola India and southwest Asia VP M&A, Harsh Bhutani as CFO

MUMBAI: Keeping with developing business needs and investment in talent development, Coca-Cola India has made two-key changes at its top management. It has appointed Sarvita Sethi as vice-president, merger, and acquisitions (M&A) and new ventures, and Harsh Bhutani as vice president - finance (...

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories