Millward Brown Saudi Arabia: Brand building in the digital age
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Why effective brand and communications planning matter more than ever.
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Millward Brown Saudi Arabia: Brand building in the digital age
- 1. Brand building in the digital age Why effective brand and communications planning matter more than ever 11
- 2. 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
- 3. 3 The probability of growth What proportion of brands grow over a 5 year time frame?
- 4. 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 years4 1/51/8 1/4 1/3
- 5. 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%
- 6. 6 Brands matter more than ever For consumers brands are shortcuts to meaning
- 7. How many seconds does it take people to decide the appeal of a web page? 7 1/5 1/2 21/20
- 8. 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” – Easy – Automatic – Fast – Effortful – Logical – Slow SYSTEM 2SYSTEM 1
- 9. Three sets of associations shape how we respond to brands 9 BRAND EMOTIONEXPERIENCEKNOWLEDGE EMOTIONEXPERIENCEKNOWLEDGE
- 10. So ideally brands need to be the OBVIOUS CHOICE 10 – Have salient, positive and motivating associations, e.g. fresh breath all day SYSTEM 2 – Be immediately recognizable – Have a strong, positive emotional “charge” SYSTEM 1
- 11. 11 The value of being Meaningful, Different and Salient How brand attitudes drive sales, price paid and future growth potential
- 12. 12
- 13. 13
- 14. 14
- 15. Which of these three qualities is most important to a brand’s success? Source: analysis of global BrandZ data for same brands across 5 years15 DifferentMeaningful Salient Foundation Competitive edge Main growth driver
- 16. Three reasons why brands need to be meaningfully different 16 Grow faster when salience increases Command a price premium Attract more than fair share of followers on social networks
- 17. 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%
- 18. 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 brands18 0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 Low Premium Medium Low High Premium Brand-Driven Price-Driven AveragePricePaid Even price-driven consumers pay more for high Premium brands, the ones they think are meaningfully different
- 19. 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%
- 20. Don’t forget, people watch ads for the brands they like, but they still have to see them 20
- 21. 21 Our media landscape is changing The media world is more complex, offering challenges and opportunities
- 22. The world is changing fast… 22 FRAGMENTING MEDIA DIGITAL CONTENT SOCIAL MEDIA E-COMMERCE MOBILE CONSUMER GENERATED ADDRESSABILITY
- 23. Digital represents a big media opportunity in Saudi Arabia due to… 23 HIGH USAGE & STRONG RECEPTIVITY 102minutes (19%) 189 minutes (35%) 99minutes (34%) 43 minutes (12%) Global Average 113 (27%) Global Average 108 (26%) Global Average 50 (12%) Global Average 147 (35%) TV Smartphone Laptop Tablet
- 24. 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 MENA24 1/31/2 2/3 1/4
- 25. When planned effectively digital offers significant reach potential in MENA Millward Brown Cross Media studies in MENA25 TV: ~75%+ OOH: ~50%+ (metro only) Digital 36% 53% 10% Print: 35% Radio: 17% %REACH
- 26. In this case study from Turkey Facebook performs in line with major TV channels on reach Video neutral case study Turkey26 48% 53% Channel 1 48% Channel 240% Channel 3 38% Channel 4 34% Channel 5
- 27. The media world is fragmenting but digital and social offer new distribution opportunities 27 EARNEDOWNED Related digital content EARNED Social and media response to the event OWNED Event to capture imagination PAID The impression you want to deliver PAID Amplifies the coverage Maybe shared TRADITIONAL NEW
- 28. 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 0 1000 2000 3000 5000 4000 2000 1000 3000 4000 5000 Low Average High 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.
- 29. Word of Mouth has strong impact but low reach, so needs to be amplified by traditional media Source: APAC Crossmedia database29 1.6 2.1 1.5 0.9 AWARENESS PURCHASE INTENT POSITIVE IMPACT 75% 36% LOW REACH
- 30. Source: Link database, new brand n=150 and established brand n=53030 If an ad makes the brand seem really different the likelihood of a short- term and long-term sales response increases 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% New Brands Established Brands Likelihoodofsales increase Low Medium High
- 31. 31 Five ingredients of a successful comms plan The five ingredients of a successful communications plan
- 32. 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) TASK What needs to change in order to increase sales and profit? Whose behavior needs to change? INSIGHT What will motivate your audience to change their behaviour? CREATIVE PLATFORM Will the creative idea resonate strongly enough with the target audience? Does it fit with what your brand stands for? Can your brand own it? CHANNEL CHOICE In addition to reach, what does each channel need to do in order to accomplish the task? CREATIVE EXECUTION Does each execution work to achieve its goal within the channel format and expected consumer mindset?
- 33. So we need to go from… 33 to this.this…
- 34. 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 13% 13% 30% 44% Online TV OOH 1% 4% 11% 15% 70% Online PrintTV Synergies OOH Print Share of Budget Share of Brand Impact
- 35. Google’s Voice Search Campaign, Media Lion Grand Prix 2012 TASK Get more people to use Google’s voice search INSIGHT Making the hyper-relevance of voice search more meaningful and salient to people will drive usage CREATIVE PLATFORM Use phonetic spelling of most interesting local landmarks to focus attention on voice search CHANNEL CHOICE Leverage the location specific nature of outdoor CREATIVE EXECUTION Use context to drive the specific creative content
- 36. Google’s Voice Search Campaign, Media Lion Grand Prix 2012 36
- 37. Gillette Mach 3 W.A.L.S. campaign in India TASK Double market share for Mach 3 by encouraging young men to shave more often. INSIGHT Who do men listen to more than celebrities? Answer: Women. 77% of Indian women say they prefer a clean-shaven look. CREATIVE PLATFORM Create a grass roots movement to change the idea that stubble is cool. CHANNEL CHOICE Facebook + Media, bloggers and celebrities tipped off. TV, price promotion and POS along with special events capitalizes on publicity. CREATIVE EXECUTION Facebook page. TV execution focused on price promotion to draw people to stores.
- 38. “Women Against Lazy Stubble” (W.A.L.S.) 38
- 39. $3.25M free media coverage, improved brand equity and tripled market share for Mach 3 and haloed up to Gillette overall Source: BrandZ India 201339 Meaningful 198 Different 181 Salient 193 Power 29.2 0% 50% 100% Park Avenue VI-John Axe Dettol Gillette Setting the trends
- 40. 40 Takeaways Applying the thinking to your business
- 41. Consumer insight is fundamental to success TASK What is the best opportunity to grow sales? INSIGHT What will motivate people to buy? CREATIVE PLATFORM Which creative idea will fit with the brand, resonate with consumers and differentiate? CHANNEL CHOICE How will you best reach consumers at each point on the path to purchase? CREATIVE EXECUTION Will your key executions work to achieve their task?
- 42. 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
Editor's Notes
- How many seconds does it take people to decide on the appeal of a web page? Judgments are made fast and instinctively. It takes 1/20 of a second for people to make a decision about the visual appeal of a web site, quicker than they can form a conscious thought. This little fact comes from “Attention Web Designers: you have 50 milliseconds to make a good first impression” by Gitte Lindgaard, Gary Fernandes, Cathy Dudek and J. Brown from the Human-Oriented Technology Lab at Carleton University, Ottawa, Canada. The paper finds that people can make accurate decisions about the visual appeal of a Web site in one 20th of a second. This instinctive reaction correlated well with more deliberative assessment of appeal of separate control samples given as much time as they wanted to make the judgment. But we do not just react instinctively to web pages. We react instinctively to everything. Everything. And that reaction is directed by the emotional charge of the object, event or person.
- Dividing the way our brain works into two systems is a huge over-simplification. Kahneman states, “You should treat ‘System 1’ and ‘System 2’ as nicknames, like Bob and Joe, identifying characters that you will get to know over the course of this book. The fictitious systems make it easier for me to think about judgement and choice and will make it easier for you to understand what I say.” In reality, the two systems are inter-related and the balance of power fluctuates between the two depending on the intensity of the reaction and the difficulty of understanding the situation and making a choice. As a marketer the last thing you want to do is make things difficult for consumers. Ideally you want them to respond to your brand instinctively and positively and not to have to think about their purchase decision.
- A brand is stored as a series of fragments, rather than a discrete entity. However, the associations aren't just a jumble – they are organized into three main groups which correspond to three discrete brain systems, each of which deals with a different type of information. Knowledge: the key sensory cues which identify something – its shape, its color, its name, and the key information about what it is. Experience: how something is used, where it's found, what it does. In marketing terms, how we experience the brand. Emotion: the positive (or negative) feelings we have toward something – its desirability, its inherent appeal. So while the emotional response primes us to respond positively or negatively the other two modules prime us to know what the object of situation is and what it is good for.
- A similar pattern exists for the likelihood that longer-term predisposition will increase but both new and established brands benefit equally
- Might normally expect 40%
- Jury President Mainardo de Nardis, CEO of OMD Worldwide, described this year's mantra for the Grand Prix as "the three fundamentals of our industry: technology, analytics and storytelling." "One thing we all particularly liked [about the Google entry] was technology driving targeting driving briefing and strategy and eventually creative," he said. "That's the reverse order from what one usually sees and I found that fascinating."