brandshare Japan 2014
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This document summarizes the findings of a global survey on consumer relationships with brands. The survey found that most consumers want more meaningful relationships with brands but feel current relationships offer little value. Specifically, consumers want brands to be more responsive, invite participation, and demonstrate real conviction through their mission and actions. However, brands are generally not meeting these expectations. The document recommends that brands focus on storytelling, participation, brand purpose in addition to brand promises, and listening and adapting to consumer needs in order to develop more meaningful relationships.
![CONTENT ALONE WON’T CUT IT FOR PEOPLE
11
20%
brandshareTM 2014 © Daniel J. Edelman, Inc .
37%
80%
Just compelling content
63%
A clear reason or purpose for
sharing must be involved
Q23: For brands to share successfully, which of the following would you say is most important? [% who
selected CLEAR REASON OR PURPOSE FOR SHARING or COMPELLING CONTENT TO SHARE]](https://image.slidesharecdn.com/edelmanbrandsharejapandeckfinale-141118220700-conversion-gate01/85/brandshare-Japan-2014-11-320.jpg)
![PEOPLE WANT MORE VALUE FROM
BRAND RELATIONSHIPS
13
Q9: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that
you like are currently doing each of these things too much, just right, or not enough? [% who selected JUST RIGHT or NOT ENOUGH. Q11: Please select the statements that
you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]}
brandshareTM 2014 © Daniel J. Edelman, Inc .
17%
Think brands deliver
11%
Want more meaningful relationships
with brands
% 87 94%](https://image.slidesharecdn.com/edelmanbrandsharejapandeckfinale-141118220700-conversion-gate01/85/brandshare-Japan-2014-13-320.jpg)
![15
brandshareTM2014© Daniel J. Edelman, Inc.
78%
59%
Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]
PEOPLE WANT BRANDS TO BE RESPONSIVE,
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
PEOPLE SAY IT IS IMPORTANT
PEOPLE SAY IT IS IMPORTANT](https://image.slidesharecdn.com/edelmanbrandsharejapandeckfinale-141118220700-conversion-gate01/85/brandshare-Japan-2014-15-320.jpg)
![16
brandshareTM2014© Daniel J. Edelman, Inc.
52%
68%
PEOPLE DEMAND TO BE INVOLVED,
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
PEOPLE SAY IT IS IMPORTANT
PEOPLE SAY IT IS IMPORTANT
Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]](https://image.slidesharecdn.com/edelmanbrandsharejapandeckfinale-141118220700-conversion-gate01/85/brandshare-Japan-2014-16-320.jpg)
![17
brandshareTM2014© Daniel J. Edelman, Inc.
58%
52%
PEOPLE DEMAND REAL CONVICTION FROM BRANDS.
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
PEOPLE SAY IT IS IMPORTANT
PEOPLE SAY IT IS IMPORTANT
Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]](https://image.slidesharecdn.com/edelmanbrandsharejapandeckfinale-141118220700-conversion-gate01/85/brandshare-Japan-2014-17-320.jpg)
![18
brandshareTM2014© Daniel J. Edelman, Inc.
61%
45%
78%
59%
39%
49%
52%
68%
38%
39%
58%
52%
Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]
THE URGENCY IS EVEN GREATER GLOBALLY
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
PEOPLE SAY IT IS IMPORTANT](https://image.slidesharecdn.com/edelmanbrandsharejapandeckfinale-141118220700-conversion-gate01/85/brandshare-Japan-2014-18-320.jpg)
![19
brandshareTM2014© Daniel J. Edelman, Inc.
17%
18%
12%
12%
11%
15%
11%
16%
13%
15%
21%
13%
PEOPLE THINK BRANDS PERFORM
Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]
BRANDS ARE NOT PERFORMING WELL ENOUGH.
Gives many ways to ask questions and give opinions
Respond quickly to people’s concerns and complaints
Invites people to be a part of the development and refinement process
Communicates openly and transparently about how products are sourced and made
Uses its resources to drive change in the world
Has a clear mission and purpose at its core
THOUGH SOME ARE CATCHING ON OVERSEAS](https://image.slidesharecdn.com/edelmanbrandsharejapandeckfinale-141118220700-conversion-gate01/85/brandshare-Japan-2014-19-320.jpg)
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brandshare Japan 2014
- 1. brandshareTM2014© Daniel J. Edelman, Inc. HOW BRANDS & PEOPLE CREATEA VALUE EXCHANGE
- 2. 2 brandshareTM 2014 © Daniel J. Edelman, Inc . 9 OUT OF 10 CONSUMERS GLOBALLY WANT A MORE MEANINGFUL RELATIONSHIP WITH BRANDS
- 3. 3 brandshareTM 2014 © Daniel J. Edelman, Inc . THE LANDSCAPE IS CHANGING. -WHY WE STARTED DOING THIS SURVEY -
- 4. PEOPLE General and influencer consumer populations who report at least a minimal level ofengagement* with brands 15,000 IN 12 COUNTRIES AUSTRALIABRAZIL CANADA CHINA FRANCE GERMANY INDIA JAPAN MEXICO SOFT DRINKS + COFFEE BEER + SPIRITS CONSUMER HEALTH CPG/FMCG RETAIL TECH + ELECTRONICS TELECOMMUNICATIONS FOOD FINANCIAL SERVICES ENERGY AUTOMOTIVE 30 MINUTE DURATION BRANDS 48 multi-national brands, plus approx. 15 “local” brands per country 199 ACROSS ELEVEN THROUGH ONE ONLINE SURVEY 4 BRANDSHAREMETHODOLOGY OVERVIEW NETHERLANDS UK USA brandshareTM2014© Daniel J. Edelman, Inc. *To participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. Brand engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter, wearing branded clothing, etc. JAPAN 1038 people Across8 regions (controlled, distributed sample) About 48 multi-national brands, and 7“local” brands We talked to INDUSTRYSECTORS
- 5. WE COMPARED CONSUMER NEEDS… 5 I can count on the brand to deliver consistent products or services 1 The brand delivers what I need from a product or service 2 I want to be associated with the brand The brand is an essential part of my life I respect the company’s leaders I feel good about this company’s commitment to its community I feel the brand cares about more than itself 3 4 5 I feel good buying this company’s products or services 6 7 I believe in the 8 brand’s purpose 9 brandshareTM 2014 © Daniel J. Edelman, Inc .
- 6. TO WAYS BRANDS COULD FULFILL THESE NEEDS… Shares company history and heritage openly Openly shares its vision for the future Is open about company performance and holds leaders accessible Communicates transparently about how its products are sourced and manufactured Takes a stand on issues of importance to individual consumers Offers many ways for consumers to ask questions and share opinions Is quick to respond to people’s concerns and complaints Helps people achieve their personal goals Invites consumers to participate in events and live experiences Invites consumers to interact online Invites consumers to represent products and services to their social networks 6 Acts with a clear mission and 1 purpose at its core 2 3 4 5 6 Invites consumer participation in product development 7 8 9 14 13 Uses its resources to drive 12 change in the world 11 10 brandshareTM 2014 © Daniel J. Edelman, Inc .
- 7. AND EVALUATED HOW THEY COMBINE TO DELIVER BUSINESS OUTCOMES 7 Purchase Recommend Defend 1 2 3 Share Personal Information Share Brand Content 4 5 brandshareTM2014© Daniel J. Edelman, Inc.
- 8. WE LEARNED THAT: There is little value for the consumer in the current relationships. But the good news is, • We can create more meaningful relationships by changing how we interact with and fulfil consumer needs • There is a local and global opportunity for brands 8 brandshareTM 2014 © Daniel J. Edelman, Inc .
- 9. LITTLE VALUE FOR THE CONSUMER 9 brandshareTM 2014 © Daniel J. Edelman, Inc .
- 10. PEOPLE CONTRIBUTE. BRANDS BENEFIT. THERE IS LITTLE VALUE EXCHANGE. One-sided relationship 66% 10 Q24: Overall, would you say that brands that ask you to share with them (i.e. personal information, stories, etc.) successfully share with you in return, or is it more of a one sided relationship? Q25: Do you think brands are motivated to share with you because they have a sincere commitment to their customers, or because they have a self-centered desire to increase profits? brandshareTM 2014 © Daniel J. Edelman, Inc . Brands have self-centered desire to increase profits 70% 51% One-sided relationship 65% Brands have self-centered desire to increase profits
- 11. CONTENT ALONE WON’T CUT IT FOR PEOPLE 11 20% brandshareTM 2014 © Daniel J. Edelman, Inc . 37% 80% Just compelling content 63% A clear reason or purpose for sharing must be involved Q23: For brands to share successfully, which of the following would you say is most important? [% who selected CLEAR REASON OR PURPOSE FOR SHARING or COMPELLING CONTENT TO SHARE]
- 12. AND BRANDS HAVE TO BE READY 12 OF RESPONDENTS FEEL THEY SHOULD BE ABLE TO COMMUNICATE AND INTERACT WITH BRANDS QUICKLY, IN REAL-TIME 87 % brandshareTM2014© Daniel J. Edelman, Inc. 80 %
- 13. PEOPLE WANT MORE VALUE FROM BRAND RELATIONSHIPS 13 Q9: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [% who selected JUST RIGHT or NOT ENOUGH. Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND]} brandshareTM 2014 © Daniel J. Edelman, Inc . 17% Think brands deliver 11% Want more meaningful relationships with brands % 87 94%
- 14. 14 brandshareTM2014© Daniel J. Edelman, Inc. HOW DO WE NEED TO INTERACT: PEOPLE WANT BRANDS TO BE
- 15. 15 brandshareTM2014© Daniel J. Edelman, Inc. 78% 59% Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box] PEOPLE WANT BRANDS TO BE RESPONSIVE, Gives many ways to ask questions and give opinions Respond quickly to people’s concerns and complaints PEOPLE SAY IT IS IMPORTANT PEOPLE SAY IT IS IMPORTANT
- 16. 16 brandshareTM2014© Daniel J. Edelman, Inc. 52% 68% PEOPLE DEMAND TO BE INVOLVED, Invites people to be a part of the development and refinement process Communicates openly and transparently about how products are sourced and made PEOPLE SAY IT IS IMPORTANT PEOPLE SAY IT IS IMPORTANT Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]
- 17. 17 brandshareTM2014© Daniel J. Edelman, Inc. 58% 52% PEOPLE DEMAND REAL CONVICTION FROM BRANDS. Uses its resources to drive change in the world Has a clear mission and purpose at its core PEOPLE SAY IT IS IMPORTANT PEOPLE SAY IT IS IMPORTANT Q5: You will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]
- 18. 18 brandshareTM2014© Daniel J. Edelman, Inc. 61% 45% 78% 59% 39% 49% 52% 68% 38% 39% 58% 52% Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND] THE URGENCY IS EVEN GREATER GLOBALLY Gives many ways to ask questions and give opinions Respond quickly to people’s concerns and complaints Invites people to be a part of the development and refinement process Communicates openly and transparently about how products are sourced and made Uses its resources to drive change in the world Has a clear mission and purpose at its core PEOPLE SAY IT IS IMPORTANT
- 19. 19 brandshareTM2014© Daniel J. Edelman, Inc. 17% 18% 12% 12% 11% 15% 11% 16% 13% 15% 21% 13% PEOPLE THINK BRANDS PERFORM Q11: Please select the statements that you feel apply to [BRAND]. You may select as many or as few as you feel apply. [Average % who stated sharing statements applied to [BRAND] BRANDS ARE NOT PERFORMING WELL ENOUGH. Gives many ways to ask questions and give opinions Respond quickly to people’s concerns and complaints Invites people to be a part of the development and refinement process Communicates openly and transparently about how products are sourced and made Uses its resources to drive change in the world Has a clear mission and purpose at its core THOUGH SOME ARE CATCHING ON OVERSEAS
- 20. 20 brandshareTM2014© Daniel J. Edelman, Inc. 0 5 10 10 17 24 Gives many ways to ask questions and give opinions Respond quickly to people’s concerns and complaints Invites people to be a part of the development and refinement process Communicates openly and transparently about how products are sourced and made Uses its resources to drive change in the world Has a clear mission and purpose at its core DEMAND IS STRONGER OVERSEAS BRANDS PERFORM BETTER OVERSEAS pts pts + + GOING FROM DOMESTIC TO GLOBAL = PURPOSE IS KEY.
- 21. BEHAVE THIS WAY AND BRANDS CAN MEET NEW CONSUMER NEEDS 21 Responsiveness Participation Purpose-driven brandshareTM 2014 © Daniel J. Edelman, Inc . Rational+ Emotional
- 22. 22 brandshareTM 2014 © Daniel J. Edelman, Inc . HOW DO WE NEED TO FULFIL NEEDS: SOCIETAL NEED IS GROWING
- 23. I feel good about this company’s commitment to its community 23 I feel the brand cares about things other than itself I believe in the brand’s purpose FULFILLING SOCIETAL NEEDS DRIVES BUSINESS OUTCOMES brandshareTM 2014 © Daniel J. Edelman, Inc .
- 24. SOCIETAL NEEDS EXTEND BEYOND TRADITIONAL DEFINITIONS OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY 24 brandshareTM2014© Daniel J. Edelman, Inc. 1.Lets people know the company’s mission and visionfor the future 2.Uses its resources to drive changein the world 3.Invites people to interact with the brand via in- person experiences 4.Invites people to be a part of the developmentand refinement processfor products or services 1.Takes a stand on the issues I care about most 2.Uses its resources to drive changein the world 3.Invites people to be a part of the developmentand refinement processfor products or services 4.Lets people know the company’s mission and visionfor the future TOP FOUR BRAND BEHAVIORS THAT CORRELATE TO CONSUMERS’ SOCIETAL NEEDS
- 25. MEETING PEOPLE’S THREE NEEDS STATES COMPOUNDS BENEFIT TO BRANDS 25 RATIONAL EMOTIONAL SOCIETAL brandshareTM 2014 © Daniel J. Edelman, Inc . + + PURCHASE + 8% DEFEND +10% RECOMMEND +12% SHARE PERSONAL INFO +11% SHARE BRAND CONTENT +12% + 6% +11% +13% +10% +12%
- 26. WHAT NEXT? 26 brandshareTM 2014 © Daniel J. Edelman, Inc .
- 27. WHY? 27 Responsiveness Participation Purpose-driven brandshareTM 2014 © Daniel J. Edelman, Inc . Rational+ Emotional Societal
- 28. STORYTELLING & STORYSHARING RECOGNISE THAT PARTICIPATION COMES IN MANY FORMS PROMOTE YOUR BRAND BY INVITING PEOPLE TO ACTIVELY PARTICIPATE IN WAYS THAT ARE MEANINGFUL TO THEM 28 brandshareTM2014© Daniel J. Edelman, Inc.
- 29. ALIGN MARKETING AND CORPORATE COMMUNICATIONS EFFORTS TO ENSURE YOUR STORY IS HEARD AND SHARED EVOLVE YOUR BRAND TO INCLUDE BOTH BRAND PROMISE AND BRAND PURPOSE CONVICTION & COMMITMENT 29 brandshareTM2014© Daniel J. Edelman, Inc.
- 30. LISTEN, LEARN AND ADAPT BASED ON WHAT PEOPLE TELL YOU ABOUT THEMSELVES AND YOUR BRAND PROTECT YOUR BRAND BY INCORPORATING CUSTOMER SERVICE INTO YOUR MARKETING STRATEGY ALWAYS ON & ALWAYS ADAPTING 30 brandshareTM2014© Daniel J. Edelman, Inc.
- 31. 31 MOVING FROM A TRANSACTION-BASED VALUE EQUATION … brandshareTM2014© Daniel J. Edelman, Inc.
- 32. CONSUMER ACTIONS CONSUMER NEEDS RECOMMEND DEFEND PURCHASE 32 BRANDSHARE BEHAVIOURS RATIONAL EMOTIONAL SHARE PERSONAL INFO SHARE BRAND SOCIETAL CONTENT TO ONE THAT’S DYNAMIC AND MULTIDIMENSIONAL brandshareTM 2014 © Daniel J. Edelman, Inc .
- 33. THANK YOU Copyright ©2014 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, inc. (“Edelman”).