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Brand building in the digital age

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Brand building in the digital age Why effective brand and communications planning matter more than ever 1 1


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The probability of growth What proportion of brands grow over a 5 year time frame? Brands matter more than ever before For consumers brands are shortcuts to meaning The value of being Meaningful, Different and Salient How brand attitudes drive sales, price paid and future growth potential Our media landscape is changing The media world is more complex, offering challenges and opportunities Five ingredients of a successful comms plan The five ingredients of a successful communications plan Takeaways Applying the thinking to your business Brand building in the digital age 2


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3 The probability of growth What proportion of brands grow over a 5 year time frame?


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What percentage of brands included in BrandZ grew measurably over the course of 5 years? Source: analysis of global BrandZ data for same brands across 5 years 4


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Within the 1 in 5 that grew, which group would you want your brand to be in? Source: 2012/3 compared to 2007/8 for 2,419 brands measured in BrandZ with measures normalized for brand size in 2007/8 5 +20% +6%


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6 Brands matter more than ever For consumers brands are shortcuts to meaning


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How many seconds does it take people to decide the appeal of a web page? 7 1/20


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We react first then think 8 “ Most of what you think and do originates in your System 1, but System 2 takes over when things get difficult and it normally has the last word”


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Three sets of associations shape how we respond to brands 9 EMOTION EXPERIENCE KNOWLEDGE


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So ideally brands need to be the OBVIOUS CHOICE 10


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11 The value of being Meaningful, Different and Salient How brand attitudes drive sales, price paid and future growth potential


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Which of these three qualities is most important to a brand’s success? Source: analysis of global BrandZ data for same brands across 5 years 15 Foundation Competitive edge Main growth driver


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Three reasons why brands need to be meaningfully different 16


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When salience grows meaningfully different brands grow faster Source: 2012/3 compared to 2007/8 for 2,419 brands measured in BrandZ with measures normalized for brand size in 2007/8 17 Salience grew but not meaningfully different +20% Meaningfully different and grew salience +6%


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Meaningful differentiation, as perceived by consumers, encourages them to pay more for a brand Source: Millward Brown R&D study, NZ merged equity and Flybuys behavioral data for 810 consumers. 13 brands 18 Average Price Paid Even price-driven consumers pay more for high Premium brands, the ones they think are meaningfully different


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Brands that are DIFFERENT & TREND SETTING attract more than their fair share of followers on Social Media 19 Meaningful 113 Different 147 Salient 100 Power 8 Meaningful 104 Different 91 Salient 125 Power 10 MORE FOLLOWERS THAN EXPECTED LESS FOLLOWERS THAN EXPECTED GROWTH POTENTIAL 61% GROWTH POTENTIAL 46%


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Don’t forget, people watch ads for the brands they like, but they still have to see them 20


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21 Our media landscape is changing The media world is more complex, offering challenges and opportunities


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The world is changing fast… 22 22


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Digital represents a big media opportunity in Saudi Arabia due to… 23 HIGH USAGE & STRONG RECEPTIVITY


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In the Middle East and North Africa today the cost of achieving a 1% increase in brand attributes in digital compared to traditional is… Source: Millward Brown Cross Media studies in MENA 24


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When planned effectively digital offers significant reach potential in MENA Millward Brown Cross Media studies in MENA 25


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In this case study from Turkey Facebook performs in line with major TV channels on reach Video neutral case study Turkey 26


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The media world is fragmenting but digital and social offer new distribution opportunities 27 EARNED OWNED Related digital content EARNED Social and media response to the event OWNED Event to capture imagination PAID Amplifies the coverage Maybe shared TRADITIONAL NEW


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Digital-led earned campaigns need to aim for the stars, only the most compelling ideas will work Source: Analysis of YouTube data and Link Database 28 Video views per week by creative strength Only the top 5% of video ads are likely to go truly viral. These ads are in the top 10% of our database on enjoyment, involvement and distinctiveness.


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Word of Mouth has strong impact but low reach, so needs to be amplified by traditional media Source: APAC Crossmedia database 29 POSITIVE IMPACT


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Source: Link database, new brand n=150 and established brand n=530 30 If an ad makes the brand seem really different the likelihood of a short-term and long-term sales response increases


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31 Five ingredients of a successful comms plan The five ingredients of a successful communications plan


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Start with the task the advertising needs to achieve and align with what makes the brand meaningfully different (or has the potential to do so)


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So we need to go from… 33


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Because getting it right unlocks tremendous value, as this example from KSA demonstrates with synergies multiplying brand impact 200% Source: CrossMedia – non-FMCG, KSA 34 Online TV OOH Print Share of Budget Share of Brand Impact


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Google’s Voice Search Campaign, Media Lion Grand Prix 2012


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Google’s Voice Search Campaign, Media Lion Grand Prix 2012 36


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Gillette Mach 3 W.A.L.S. campaign in India


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“Women Against Lazy Stubble” (W.A.L.S.) 38


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$3.25M free media coverage, improved brand equity and tripled market share for Mach 3 and haloed up to Gillette overall Source: BrandZ India 2013 39


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40 Takeaways Applying the thinking to your business


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Consumer insight is fundamental to success


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42 Any questions? Chief Global Analyst Nigel Hollis nigel.hollis@millwardbrown.com +1 203 434 4868 Country Manager Saudi Arabia Piotr Chodakowski piotr.chodakowski@millwardbrown.com +966 12 606 7248


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