Does your brand mean as much to people as you think it does? Of course it doesn't. In this talk from Mumbrella360, Havas Group's Maria Garrido exclusively reveals how 95% of brands could disappear and Australians wouldn’t care.
We take a look at why a meaningful brand is more important to customers more than ever before.
Speaking at Mumbrella360 on ‘The Science of Creating Content That Matters’, Havas Media Group’s chief of insights and analytics, Maria Garrido, said consumers are having difficulty identifying how brands are adding meaning to their lives, and wouldn’t care if they disappeared.
This year’s Top 10 performing meaningful brands are Google, PayPal, WhatsApp, YouTube, Samsung, Mercedes Benz, Nivea, Microsoft, Ikea and Lego. Over the past 10 years the highest performing brands have been dominated by the tech sector. This year the most meaningful brands ranking is dominated by the top Internet brands, the findings revealed.
Did you know that meaningful brands outperformed the stock market by a staggering 206% over the last decade? We know that content must connect, resonate, engage, and provide people with value in order to drive business results.
Google is Australia’s “most meaningful” brand. The Meaningful Brands study listed PayPal, ABC, Coles and Qantas as the other companies in the top five.
New list of world's most meaningful brands by Havas Group shows correlation between meaning and commercial success.
Brands need to get better at leveraging premium content to engage consumers and support business objectives, according to the latest Meaningful Brands report published by ad and PR enterprise Havas Group. The study found that three-quarters of consumers now expect a brand’s content output to make a positive impact on their personal lives.
Havas Group has released its Meaningful Brands 2017, an annual global study that links brand performance to our quality of life and wellbeing.
Latest study shows that brands must get personal benefits and content right for consumers to care about their products.