The majority of content created by brands is having little or no impact on business results or people’s lives, according to Havas’ latest ‘Meaningful Brands’ study.
In 2008, Havas revealed that most people wouldn’t care if 74% of brands disappeared. It was a statistic that shook brand marketers and one which has since been endlessly rattled off at industry conferences. But for all the talk, a decade on that figure hasn't moved.
It is becoming ever clearer that people don't fundamentally care about brands. They are so peripheral to people's lives that only around 5 percent of brands would be truly missed if they were to vanish tomorrow (Meaningful Brands, Havas). Instead people, of course, care about the things in the world that matter to them -- the things they find fascinating, thrilling or important.
Currently, people around the world wouldn’t care if 74% of brands disappeared. This startling statistic hasn’t changed much in five years, according to Havas’ Meaningful Brands study -- the latest edition of which interviewed over 300,000 people across 34 markets.
Milk and milk products brand Amul has emerged as India's Most Meaningful Brand in a study of Havas' Meaningful Brands 2015.
Amul has emerged as India’s Most Meaningful Brand in the study by Havas.
Havas’ metric of brand strength is the global study to show how our quality of life and wellbeing connects with brands at both a human and business level.
Brand trust is significantly higher than the global average among Asian consumers, who are also far more likely to be care about brands disappearing new research has found.
Amul has emerged as India’s Most Meaningful Brand. In India, Indians have the highest attachment towards Life Insurance Corporation of India (LIC), the iconic state-owned insurance group, are some of the findings of the India Study Findings of Havas’ Meaningful Brands 2015 study.
The study reveals that 75 per cent of Indians believe brands should play a role in improving their quality of life and well-being.