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Innovation and the Earned Brand

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Innovation and the Earned Brand


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Consumers are embracing innovation at a faster pace than ever before… The Earned Brand | Edelman 2015 | pg 2


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And yet they feel the pace of business innovation is too fast by a 2-to-1 margin The pace of development and change in business and industry today is… 28% TOO SLOW 19% JUST RIGHT 51% TOO FAST Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, 27-country global total. (2015 Edelman Trust Barometer) The Earned Brand | Edelman 2015 | pg 3


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Why the contradiction? What are consumers’ real feelings about innovation? How are today’s fastest-growing brands convincing consumers to accept the risks that come with innovation? The Earned Brand | Edelman 2015 | pg 4 And what can the rest of us learn from this?


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What is innovation? A re-imagination of categories, products, services, operations, models, design, etc. that create more value, for the brand and for consumers The Earned Brand | Edelman 2015 | pg 5


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The Earned Brand Methodology A global survey of consumer attitudes toward brand innovation Timing April – May 2015 Quantitative Online Survey 10 countries: U.S., Mexico, Brazil, France, Germany, U.K., China, Japan, India, Australia 10,000 respondents, nationally representative of age, gender, and region based on most recent country status data Behavioral Focus Groups 16 millennials in New York and London Mobile Diaries 25 millennials, with them on their mobiles, for 2 weeks, in Brazil, U.K., India, China and the U.S. The Earned Brand | Edelman 2015 | pg 6


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Insight 1 People believe in the promise of innovation. The Earned Brand | Edelman 2015 | pg 7


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Innovation inspires people Percent who agreed with each statement: % 92 % 77 innovation is essential and it’s helping us to progress innovation opens the human spirit Q5P1: Please select the statement from each group that best represents how you feel. (Innovation is just an overused term, it’s not leading to anything) vs. (Innovation is essential for us today and it’s helping us to progress). Q5P4: Please select the statement from each group that best represents how you feel. (Innovation is making us more and more like robots) vs. (Innovation is opening the human spirit) The Earned Brand | Edelman 2015 | pg 8 “When you look at anything innovative, it will inspire you and make you feel more energetic.” Zhu X, 22, China Source: Mobile Diaries


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And they believe that business has the biggest role to find the next big thing The next big thing will come from… 79% 36% Q15. Where do you think the next big thing will come from? BUSINESS ACADEMICS/UNIVERSITIES The Earned Brand | Edelman 2015 | pg 9 30% INDIVIDUALS/PEOPLE LIKE ME


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They believe that brand innovation should have big goals with societal impact 9 10 in agree that brand innovation needs to impact society (one or more of the following) us be one 69% to improve 63% to push our 66% to letahead of step thinking as society a society Q14. What do you think the role of innovation is for brands today and in the future? (in the future) The Earned Brand | Edelman 2015 | pg 10 other countries


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But they believe that innovation should come from industry sectors beyond technology and mobile Percent who say they see innovation coming from each industry sector today, and who want to see it from each sector tomorrow: INNOVATION TODAY INNOVATION TOMORROW WANT MORE TOMORROW WANT LESS TOMORROW 65% INNOVATION GAP 51% 50% 45% 44% 28% 26% 18 37% 25 25% 25 19% 14% Technology Mobile Energy Health care Q65: Thinking more specifically about the innovation in the products and services you use throughout your life, what industries do you see the most innovation in TODAY? Q66: … what industries do you want to see innovation in TOMORROW? The Earned Brand | Edelman 2015 | pg 11 5 Food and beverage 12% Education


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And they question your motives Percent who say the role of innovation for brands today is “to make more money for the company”: 2 in 3 66% 70% Global Australia 65% U.K. consumers believe brands are innovating to make more money for the company 69% 67% 61% U.S. Japan 65% 65% France Germany Brazil Q14. What do you think the role of innovation is for brands today and in the future? (today) The Earned Brand | Edelman 2015 | pg 12 67% 62% China India 65% Mexico


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Insight 2 Consumer acceptance of brand innovation cannot be bought. It must be earned. The Earned Brand | Edelman 2015 | pg 13


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The stakes: Because of their concerns, they’re not buying Percent who feel that each is happening in the world today, and percent who say their concerns make them not want to buy something: % say they will not buy 87 because of their concerns Privacy issues Being always on Security Environment Q27. Thinking about the below, please indicate which of the following you feel is happening in the world today. … IMPACT ON PURCHASING DECISION 1 = Has no impact on what I buy … 4 = Makes me not want to buy something. The Earned Brand | Edelman 2015 | pg 14


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Source: Mobile Diaries “I don’t care if they know I go to the grocery store—but I don’t want them to sell information to that grocery store.” 2 in 3 have privacy concerns Privacy concerns are especially strong in Germany, the U.K., the U.S. and Australia. Nick, U.S. Percent who feel that each is happening in the world today – privacy issues: 76% 74% % 66 66% 61% 71% 66% 58% 56% China France 64% Japan Mexico 75% 55% Privacy issues Global Australia Brazil Germany India Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. The Earned Brand | Edelman 2015 | pg 15 U.K. U.S.


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1 in 2 concerned about having to be always on Germany and Brazil are most concerned; Japan and China are less so. Percent who feel that each is happening in the world today – having to be always on: % 50 65% 50% 63% 54% 57% 53% 53% 46% 41% 36% 29% Being always on Global Australia Brazil China France Germany India Japan Mexico Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. The Earned Brand | Edelman 2015 | pg 16 U.K. U.S.


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Source: Mobile Diaries “Some back door issues may leak personal information, including personal banking details.” 1 in 2 have security concerns Security concerns are highest in Japan and the U.S., and less of an issue in China. Yao, China Percent who feel that each is happening in the world today – your security being compromised: 75% 71% 69% 64% % 54 54% 51% 49% 44% 44% Germany India 41% 33% Security Global Australia Brazil China France Japan Mexico Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. The Earned Brand | Edelman 2015 | pg 17 U.K. U.S.


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Source: Mobile Diaries “Technology and innovation bring convenience, but it brings problems, too. Cars change my life, but too many cars result in air pollution, traffic jams and parking problems.” And the majority have concerns about the impact on the environment Environmental concerns are global, but strongest in Europe and Latin America. Yao, China Percent who feel that each is happening in the world today – impact on the environment: % 58 58% 61% 62% 62% 66% 62% 54% 52% 52% India Japan 54% 51% Impact on environment Global Australia Brazil China France Germany Mexico Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. The Earned Brand | Edelman 2015 | pg 18 U.K. U.S.


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Insight 3 While the promise of innovation inspires, people first need to be reassured. The Earned Brand | Edelman 2015 | pg 19


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Consumers are twice as likely to want to be reassured than inspired by a brand 2 in 3 people want to be REASSURED 1 in 3 people want to be INSPIRED Q35: When a brand tells me about something, I want it to… “Reassure me of quality,” “Inspire me” The Earned Brand | Edelman 2015 | pg 20


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We may be innovating, but we are failing them as marketers Percent who feel that brands have changed a lot, and proportion who feel that this is the right or the wrong direction: 2 in 3 say brands are not moving in the right direction in how they communicate Q20: Thinking about change in the past 5 years, how do you feel the [ … ] industry has evolved in relation to the following factors: How brands in this sector…(communicate with me) / (listen to me) // (moving in wrong direction) The Earned Brand | Edelman 2015 | pg 21


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They feel like brands are shouting at them What brands say doesn’t feel real % 57 are bored/frustrated by constantly being told they need to upgrade/update % 60 because of photo manipulations in advertisements and online, they don’t know what to believe Q21: Please indicate how much you agree or disagree with the following statements. (I’m getting bored/frustrated by constantly being told I need to upgrade/update the products I already have.) (Top 2 box). Q8P1: The way magazines, the internet, advertising, can all enhance photos… (Makes me more inspired than ever before by what I see) vs. (Makes me wonder what is real, and what I should believe) The Earned Brand | Edelman 2015 | pg 22


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Insight 4 “I rely on my peers to reassure me. Because their experience is my evidence.” The Earned Brand | Edelman 2015 | pg 23


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We’ve always known that peers provide recommendations, but today peers also help convert purchasers The impact of online/offline conversations about brands with friends and other people like me: They give me a sense of community 16% They get me 17% Build inspiration They push me to try new things Push consideration They suggest products/services They make me trust the brand more Moment of Truth They help me overcome concerns 25% 27% 29% 37% They help me make decisions 44% They warn me about the risks 45% Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? The Earned Brand | Edelman 2015 | pg 24


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The channels consumers rely on to be reassured are peer-to-peer, rather than brand-to-consumer Mobile Diaries When millennials want to learn about brand innovation, their go-to channels are peer-topeer: Skype, Whatsapp, Facebook and SMS. Behavioral Focus Groups Biometric testing showed that peer-to-peer channels (Twitter, blog posts, word of mouth) had a greater impact, by a 6 to 1 margin, on changing opinions about the risks of new innovations than advertisements. Mobile diaries with 25 millennials in 5 countries. Behavioral focus groups with 8 millennials in New York and 8 millennials in London. The Earned Brand | Edelman 2015 | pg 25


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Brand innovators win if they power peer conversations Percent who agree with each statement: % 67 % 64 I trust a brand more if I find it easy to review its products and services “Our unique asset is our host community.” Nathan Blecharczyk, founder of AirBnB I trust a brand more if it encourages me and other customers to review its products and services Q36. How much do you agree or disagree with the following statements? The Earned Brand | Edelman 2015 | pg 26 “Our next innovation is introducing a peer to peer platform so that our private car owners in Europe can share their cars.” Tina Muller, CMO, Opel


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Insight 5 Messaging alone doesn’t work. It’s about how your brand behaves. The Earned Brand | Edelman 2015 | pg 27


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Two-thirds of consumers are undecided about innovation. What do they need from brands? Percent of respondents who fall into each consumer innovation typology: 8% 66% Last mover Undecided Consumers 15% First mover Methodology: Statistical analysis of consumer groupings based on their attitudes toward brand innovation showed that 66% of consumers are open to innovation—but have concerns that need to be addressed before they will buy. They also have specific expectations for how brands must behave to address those concerns. Other consumers were either “first movers” (15%), “last movers” (8%), or resistant to innovation (11%). The Earned Brand | Edelman 2015 | pg 28


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What undecided consumers need from brands when it comes to innovation Inspire me by doing Reassure me about my personal something new and different concerns Show me how I can Reassure me about my societal participate in your brand concerns Statistical analysis of consumer groupings based on their attitudes to brand innovation, and their risk concerns. Source: mobile diaries, qualitative groups and quantitative segmentation The Earned Brand | Edelman 2015 | pg 29


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The 4 brand behaviors that address consumer needs around innovation: Reassure me about my personal concerns Make your Mark Inspire me by doing something new and different Live your Character Inform and Educate Show me how I can participate in your brand Brand Behaviors Reassure me about my societal concerns Source: mobile diaries, qualitative groups and quantitative segmentation Have a Purpose The Earned Brand | Edelman 2015 | pg 30


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Inform and Educate To reassure me about my personal concerns inform transparently so that you can educate consumers and help them make choices Consumer need: I am empowered by information. Give me all the details and let me go as deep as I want. Source: mobile diaries, qualitative groups and quantitative segmentation Brand behaviors: • • • Explain your motive for innovating. Address concerns about the social and environmental impacts. Engage and educate consumers across different channels and platforms. The Earned Brand | Edelman 2015 | pg 31


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Have a Purpose To reassure me about my societal concerns operate with purpose to show how you fit into the bigger picture and are an active participant in society Consumer need: I believe in progress— but not at the cost of hurting my community or compromising my values. Source: mobile diaries, qualitative groups and quantitative segmentation Brand behavior: • • • The Earned Brand | Edelman 2015 | pg 32 Be authentic. Show that you value human interaction and have respect for tradition and heritage. Add value beyond your product and service.


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Make your Mark To inspire me by doing something new and different make your mark by doing something unique or differentiating that is worthy of attention Consumer need: I like to be inspired by new ideas—as long as they really are new and different. Let’s solve a problem in a cool, creative way! Source: mobile diaries, qualitative groups and quantitative segmentation Brand behaviors: • • • The Earned Brand | Edelman 2015 | pg 33 Show how you stand out from the crowd. Offer engaging content that is timely, has resonance, and is entertaining. Spark peer conversations and debate on many channels with a clear and consistent brand voice.


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Live your Character And show me how I can participate in your brand live with character that is true to your brand and has a personality that consumers can buy into Consumer need: Brands can help me express my identity. I want to look smart, creative and connected. Source: mobile diaries, qualitative groups and quantitative segmentation Brand behaviors: • • The Earned Brand | Edelman 2015 | pg 34 Be transparent when it comes to consumer privacy and sharing of data. Offer inspirational, exciting brand experiences in which consumers can participate.


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Brands and innovation: A new model of marketing in action Make your Mark Inform and Educate Brand Behaviors Live your Character Have a Purpose Statistical analysis of consumer groupings based on their attitudes to brand innovation, and their risk concerns. Source: mobile diaries, qualitative groups and quantitative segmentation The Earned Brand | Edelman 2015 | pg 35


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The Earned Brand The Earned Brand’s story is not simply told, it is demonstrated and experienced; and to do that, brands can’t operate with a style guide alone. The Earned Brand has a world view and a belief system; a purpose and reason for being – one that defines not just the communications, but how the brands behave online, off, and in all contexts. An expressed set of values informs what products are made, what language is used, how customers are treated, and ultimately the legacy the brand leaves in the communities it serves. Earned Brands empower conversations among peers. The Earned Brand | Edelman 2015 | pg 36


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Innovation and the Earned Brand 1 People believe in the promise of innovation. 2 Consumer acceptance of brand innovation cannot be bought. It must be earned. 3 While the promise of innovation inspires, people first need to be reassured. The Earned Brand | Edelman 2015 | pg 37 4 “I rely on my peers to reassure me. Because their experience is my evidence.” 5 Messaging alone doesn’t work. It’s about how your brand behaves.


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Thank you. Innovation and the Earned Brand


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Appendix: The Mobile Diaries The Earned Brand | Edelman 2015 39


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Innovation and the Earned Brand Mobile diaries – methodology and platform Living with millennial consumers to explore their attitudes toward brand innovation Timing April – May 2015 Mobile Diaries 25 millennials, with them on their mobiles, for 2 weeks, in Brazil, U.K., India, China and the U.S. The Earned Brand | Edelman 2015 40 We asked them to check in with us every day for 2 weeks, to answer questions about brands and where they get information, and to complete assignments such as “take me shopping.”


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U.S. • • • Consumer Culture around the world • Online shopping is becoming more popular and represents a less stressful experience U.S. consumers are concerned about negative impacts of technology, particularly data security Everyday brands were more commonly cited rather than out-of-reach aspirational brands • • Personal interactions are highly valued and the impact technology has on this is a worry Brazilian millennials are focused more on personal benefits than wider societal ones There has been a noticeable shift from in-store shopping to online in the last 5 years The Earned Brand | Edelman 2015 41 Shopping and online communication—Chinese consumers are never far from peer opinion With a fast growing apps market, consumers are looking for services as well as products online Risk-aware but optimistic– issues such as food safety and environmental issues will improve • • Brazil • China India U.K. • • • U.K. consumers are very risk-aware—from loss of human interactions to environmental concerns U.K. consumers think of themselves as rational, not easily ‘duped’ by advertising or marketing Factual information (i.e. cost comparison sites) drive many purchasing decisions • • • Family comes before everything—shaping their attitudes and ambitions There is far less cynicism in India—brands are seen as aspirational and trusted The in-store experience is enjoyed and linked with status and leisure time


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Food U.S. Food brands that take an ethical stand or have additional health benefits align best with millennial beliefs and goals around the world. The food sector is strongly linked to mobile, with respondents capturing their on-the-go food habits, from food truck visits to tasting and sharing adventurous new dishes when eating out or cooking. The Earned Brand | Edelman 2015 | pg 42 U.K. Brazil


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Mobile Brazil Brands in the mobile sector are seen as cutting-edge, with the most popular brands omnipresent. Mobile phones have an integral role in millennial lives, capturing their day-today movements and letting them keep up to date with their peers. The Earned Brand | Edelman 2015 | pg 43 U.K. China


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Travel Brazil The travel sector is seen as reliable and efficient. Brands are able to satisfy millennial needs for adventure and fun, and their desire to have plans and be inspired. The Earned Brand | Edelman 2015 | pg 44 U.K. Brazil


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Wearables China Brands in the wearable sector are seen as sophisticated, confident and inspiring. These brands give millennials the opportunity to keep their goals on track and inspire them to live healthier lives, whether that means going to the gym or managing personal health issues such as diabetes. The Earned Brand | Edelman 2015 | pg 45 Brazil U.S.


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Auto U.K. The auto sector is largely seen as bold and aspirational—design and technology pervades the sector. Car brands are intrinsically linked to the person. Millennials believe these brands are a reflection of how they want to be perceived. The Earned Brand | Edelman 2015 | pg 46 Brazil Brazil


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Millennial consumers and innovation People believe in the promise of innovation… “[Innovation] has made me more confident, independent and smart” Jatinder, India “Innovation is a way to change your lifestyle from head to toe. When you look at anything innovative, it will inspire you and make you feel more energetic” Zhu, China “Innovation means change, progression, activism, whether that be through small things in life, moments that only relate to you, or even the greater community” Dempsey, USA The Earned Brand | Edelman 2015 47 …but not at the cost of human values “technology can be revolutionary, however … we need traditional virtues to preserve basic values” Chen X, China “The principal impact has been to make communication possible with people who live far away. At the same time, it has introduced that vice of always sending messages and forgetting what is going on around you” Luciano, Brazil “ [Technology] makes people more independent but [they ignore] moral values and relationship values” Amber, India


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Where millennial consumers go for information Consumers rely on their peers to inform and reassure them… “I don’t want to be sold something I don’t like, I want to take control of the conversation, it’s about the questions I want answered” Dulisha, UK “I go to sites to read about people with the same objectives as me who had positive or negative experiences. But I still don’t trust what I read very much because companies could be using the service [e.g. forums] to praise themselves” Victor, Brazil “Before I make a final decision of an online purchase, I will look at reviews from previous buyers and will also have a close look at photos and videos shared by other buyers” Liu, China The Earned Brand | Edelman 2015 48 …because “their experience is my evidence” “Sharing the shopping experience is a must-have part of the purchasing process for young consumers” Zhu,China “I usually go to a Chinese website named "Li Ba Wang", people there are a similar age [to me], we have similar ideas, it can provide me with some information when I want to buy something” Chen Y, China “I share my views through social media with my friends and family…that gives me a little confidence” Abbishek, India


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Appendix: The Behavioral Focus Groups The Earned Brand | Edelman 2015 49


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Innovation and the Earned Brand Behavioral focus groups Using biometric testing to see how consumers inform themselves about new innovations Timing April – May 2015 Behavioral Focus Groups 16 millennials in New York and London . We created 3 new “high-risk” innovations, A payment device implanted in your palm A capsule that takes internal readings to adjust the dosage A ride-sharing service that uses driverless cars The Earned Brand | Edelman 2015 50 used eye-tracking and pupil-dilation tests, and measured their engagement with different channels, to see which were most effective in reassuring consumers about their concerns.


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We created three high-risk “innovations” AutoMed Save Well Smart Ride A capsule that adjusts the dosage of your medication based on internal body readings A mobile payment device that is implanted under the skin of your palm A ride-sharing service that uses driver-less cars Privacy, Security Privacy, Security, Community Impact Innovation Risk Factors: Privacy The Earned Brand | Edelman 2015 | pg 51


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We gave participants different ways of learning about these new brands. Which worked best? Advertising The Earned Brand | Edelman 2015 | pg 52 Social Media Blog Posts


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Blogs and Twitter were more informative, by a 4 to 1 margin Which of the three types of information you were given was most useful for you to answer the questions? Twitter Blog Ad Source: Generation K Behavioral Focus Groups (16 participants) The Earned Brand | Edelman 2015 | pg 53


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Participants spent more time with Twitter than with ads 15 Time (in seconds) spent reading each content type: Ad: 95 words + 1 image 10 Twitter Twitter: 52 words + 3 image 5 Ad Source: Generation K Behavioral Focus Groups (16 participants) The Earned Brand | Edelman 2015 | pg 54


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Blogs and Twitter were more effective in changing consumer attitudes from “no way” to “ok, I would try that” Changes of intention with respect to the product based on reviewing information in each channel: Twitter Blog Blog Source: Generation K Behavioral Focus Groups (16 participants) The Earned Brand | Edelman 2015 | pg 55 Ad Ad


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The human touch matters: Regardless of channel, those who did switch from “no” to “maybe I’d try that” focused more on their peers Did not switch The Earned Brand | Edelman 2015 | pg 56 Switched Source: Generation K Behavioral Focus Groups (16 participants)


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The human touch: Regardless of channel, those who did switch from “no” to “maybe I’d try that” focused more on their peers Did not switch The Earned Brand | Edelman 2015 | pg 57 Switched Source: Generation K Behavioral Focus Groups (16 participants)


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