Trust is no longer the buzzword in ensuring the efficacy of a brand. What is more critical now is how meaningful and connected a brand is to a customer.
With that in mind, Havas Media Group Malaysia CEO Andreas Vogiatzakis shares with StarBizWeek the agency’s Meaningful Brands study.
Maria Garrido, Global Chief Insights & Analytics Officer, Havas Media, says brands must address the personal needs of consumers and levitate towards earned media.
Brand marketing’s obsession with millennials over the past few years looks likely to transfer onto generation Z or centennials (as they’re otherwise known) in the year ahead.
As marketers, we would love to believe that everyone is as passionate about our brand as we are. After all, we live and breathe it every single day. It’s easy to get tunnel vision. That’s why a study like Meaningful Brands is important.
Maria Garrido talks to business newspaper Mint about what defines a meaningful brand and why content is going to change the way brands connect with their target consumers.
Maria Garrido, Havas Group's global chief insights and analytics officer, explained why brands need to be meaningful at a masterclass held in India.
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.
Trust is no longer the buzzword in ensuring the efficacy of a brand. What is more critical now is how meaningful and connected a brand is to a customer.
With that in mind, Havas Media Group Malaysia CEO Andreas Vogiatzakis shares with StarBizWeek the agency’s Meaningful Brands study.
