Generous Brands 2.0 at NRF 2017
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Is it in our nature to be generous? FITCH has been studying brands and generosity for the last 6 years and uncovered ways in which creatives and brands need to use different parts of the brain to unlock empathy in an increasingly disjointed and disrupted world. FITCH Chairman and Chief Creative Officer Tim Greenhalgh will examine the spectrum of generosity, from mean and cynical behavior, to give and take, to those brands that give freely. He’ll outline the dynamics of a great and generous experience and answer the $1,000,000 question: does being generous and offering great experiences for customers make brands money? The good news is, yes.
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Generous Brands 2.0 at NRF 2017
- 1. GenerousBrands 2.0 Tim Greenhalgh Chairman and Chief Creative Officer FITCH/GROUP XP @timghalgh @FITCHdesign
- 2. 1. History 2. A Generous Spectrum 3. Stirring Emotions 4. The Value of Experience
- 3. A new spirit
- 8. Genus - Lineage (Nobility)
- 9. 17th Century (Nobility) of Spirit
- 11. Fertile Land Strong Animals Abundant Food 17th Century
- 12. Strong Liquor Powerful Medicine 17th Century
- 13. ‘Largess’ The virtue of giving good things to others freely and abundantly 17th Century
- 16. William Morris 1834 -1896 Textile designer, poet, novelist and socialist 19th Century
- 17. Sir… What is the purpose of art and design…?
- 18. …to give hope
- 19. Every age has had its hope… hopes that look to something beyond the life of the age itself… hopes that try to pierce into the future William Morris - Signs of Change - Chapter 4 The Hopes of Civilisation 1888
- 20. Are we wired to be generous?
- 21. What generous people’s brains do differently Nicole Torres 2015 Harvard Business Review NEUROECONOMICS
- 22. NEUROECONOMICS How much this benefits me ‘Survival of the Fittest’ Ventral Striatum How much this benefits you ‘Community Minded’ Temporoparietal Junction
- 23. TEMPOROPARIETAL JUNCTION Community Minded Associated with empathy and thinking of others
- 24. Alan Watts - 1915-1973 British philosopher and writer
- 26. “Doing things you don’t like doing… to go on to do things you don’t like doing” All wretch and no vomit!
- 27. What would you like to do if money were no object ? Dispatch Work Jan Vormann
- 28. We had to understand that everyone must be personally accountable and responsible for the outcome of every single customer interaction. We started the conference with community service 21st Century
- 29. MEAN BRIBERY survival How much this benefits me progress CYNICAL
- 35. In the rush for the new… we’re forgetting how to communicate things that genuinely move people Sir John Hegarty BBH
- 36. MEAN BRIBERY GIVE & TAKE GIVING FREELY progress CYNICAL survival How much this benefits me How much this benefits you A new spirit of value exchange
- 37. GIVE & TAKE
- 39. 0 10 20 30 40 50 60 70 Number of Amazon Prime members in the United States as of June 2016 (in millions) DEC 13 JUN 14 DEC 14 JUN 15 DEC 15 JUN 16 © Statista 2017 63m 54m 44m 40m 28m 25m
- 41. GIVING FREELY
- 43. Lockheed Martin Group VR - Mars Experience Bus
- 44. Giving freely that which stirs emotion
- 45. Stirring Emotions Generosity of Experience
- 46. 46 P E R S O N A L E X P E R I E N C E S
- 47. 47 S H A R E D E X P E R I E N C E S
- 48. 48 B O U G H T E X P E R I E N C E S
- 49. 7 8 % O F M I L L E N I A L S P R E F E R T O S P E N D M O N E Y O N E X P E R I E N C E S O V E R P R O D U C T S Harris Research International 2015
- 51. ADMAP - Design a luxury experience 2015
- 52. 52
- 54. It took Uber 5 years to book its billionth trip then… 6 months to book its 2nd billionth journey
- 55. WHY DID HE GO THAT WAY??
- 56. GENERATION ‘PICKY’ BB, X, Y & Z
- 57. but does a Generous Experience make money ?
- 58. QUANTIFYING SUCCESS The financial impact of creating generous brand experiences
- 59. Brands that create extraordinary experiences achieve financial returns more than double the market
- 62. Group XP Experience Index ANALYSIS 46 COUNTRIES 43,000 BRANDS 1/2 MILLION BITS OF DATA 3 YEARS PERFORMANCE DATA
- 63. EXPERIENCE INDEX INTERACTIONIMPRESSION RESPONSIVENESS RESILIENCE Group XP Experience Index THE 4 COMPONENTS TO UNLOCK VALUE
- 64. IMPRESSION Stands for something unique
- 65. 1943 Ingvar Kamprad launched IKEA - 17 yrs old “to create the better everyday life for the many people” Impression Stands for something unique
- 66. 1956 the birth of flatpack Lövet table “to make it easier to get this home remove the legs and then screw them back on when you get home” Impression Stands for something unique
- 67. Impression Stands for something unique
- 68. INTERACTION Delivers on your most important needs
- 69. INTERACTION Deliver on your most important needs
- 70. RESPONSIVENESS Have better digital services and engaging content
- 71. RESPONSIVENESS Have better digital services and engaging content
- 72. RESPONSIVENESS Have better digital services and engaging content
- 73. RESPONSIVENESS Have better digital services and engaging content
- 74. RESILIENCE Strive to make people’s lives better
- 75. RESILIENCE Strive to make people’s lives better
- 76. RESILIENCE Strive to make people’s lives better
- 77. RESILIENCE Strive to make people’s lives better
- 78. RESILIENCE Strive to make people’s lives better RESPONSIVENESS Have better digital services and engaging content INTERACTION Delivers on your most important needs IMPRESSION Stands for something unique
- 79. S&P 500 Stock Performance - Jul 13 - Sept 16 MSCI vs S&P vs EI Source: Bloomberg Millward Brown Analysis MSCI WORLD INDEX 28.3% 14.3% EXPERIENCE INDEX 73.3%80% -10%
- 81. TOP 50 GLOBAL EXPERIENCE BRANDS
- 82. TOP 50 GLOBAL EXPERIENCE BRANDS
- 83. DEUTSCHE POST FEDEX DHL PAMPERS APPLE PAYPAL FACEBOOK VISA GOOGLE IKEA UPS DISNEY SOUTHWEST NIKE AMAZON TESLA SAMSUNG SKY ECOVER HUGGIES IBM BMW BOSE COLGATE ADIDAS FERRARI VERIZON MERCEDES UNDER ARMOUR OMO TOP 50 GLOBAL EXPERIENCE BRANDS
- 86. DEUTSCHE POST FEDEX DHL PAMPERS APPLE PAYPAL FACEBOOK VISA GOOGLE IKEA UPS DISNEY SOUTHWEST NIKE AMAZON TESLA SAMSUNG SKY ECOVER HUGGIES IBM BMW BOSE COLGATE ADIDAS FERRARI VERIZON MERCEDES UNDER ARMOUR OMO HOW GLOBAL BRANDS IMPACT MARKET SECTORS
- 87. VERIZON GLOBAL TOP 10 TECHNOLOGY BRANDS APPLE PAYPAL FACEBOOK GOOGLE AMAZON SAMSUNG SKY IBM BOSE
- 88. GLOBAL TOP 10 LIFESTYLE BRANDS DISNEY APPLE IKEA NIKE AMAZON SAMSUNG TESLA BOSE ADIDAS UNDER ARMOUR
- 89. DEUTSCHE POST FEDEX DHL HOW GLOBAL BRANDS IMPACT LOCAL MARKETS PAMPERS APPLE PAYPAL FACEBOOK VISA GOOGLE IKEA UPS DISNEY SOUTHWEST NIKE AMAZON TESLA SAMSUNG SKY ECOVER HUGGIES IBM BMW BOSE COLGATE ADIDAS FERRARI VERIZON MERCEDES UNDER ARMOUR OMO
- 90. SINOPEC NONGFU SPRING PHILIPS KANGSHIFU TOP 15 CHINESE BRANDS PAMPERS APPLE KFC MIDEA BMW ZHANG YU CTRIP TMALL BLUE MOON JD.COM PETROCHINA
- 91. TOP 15 UK BRANDS PAMPERS APPLE PAYPAL VISA IKEA NIKEAMAZON SKY HUGGIES BMW JOHN LEWIS BUPA MERCEDES AUDI BA
- 92. PAMPERS APPLE PAYPAL ENTERPRISE DISNEY SOUTHWEST LOWES AMAZON HUGGIES BOSE BLUE CROSS HOME DEPOT VISA TOP 15 US BRANDS STARBUCKS
- 93. 2016 Report
- 94. IN SUMMARYthe beauty of this analysis is that it is based on peoples emotional response to experiences
- 95. Define you brand’s attitude toward generosity What would you do if money was not the object?
- 96. Explore Impression, Interaction, Responsiveness and Resilience as defining actions Generation ‘Picky’ believes in actions versus words
- 97. Search for hope and acknowledge that people increasingly care more about What I can achieve with you versus What I can buy from you