Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Authentic brands 2016

Cohn & Wolfe's presentation about More Authentic Brand's report 2016

  • Be the first to comment

Authentic brands 2016

  1. 1. Did Your Brand Make the List? The Authentic 100 1
  2. 2. For the First Time Ever… The largest global study on authenticity reveals the inescapable truth for brands. Authenticity is more than a buzz word. It matters to consumers. And how they define authenticity might surprise you. Take a look at the complex web of signals through the eyes of consumers and the Authentic 100 Index – the most authentic brands in the world. 14 markets 1,600 brands 12,000 consumers 2
  3. 3. Age of Authenticity – Two Key Drivers Radical transparency Consumer Cynicism and Anger
  4. 4. What inauthentic behaviours are threatening brands? Our Global Anger Meter shows the proportion of global respondents who would be extremely angry if a company they dealt with did any of the following…
  5. 5. Why does authenticity matter? How do consumers define authenticity? Who are the most authentic brands? Are there lessons for brands? FOUR QUESTIONS
  6. 6. WHY DOES AUTHENTICITY MATTER? 6
  7. 7. Consumers are clear about Authenticity 7 There is a True “Authenticity Deficit” in the Global Marketplace 78% 78% of consumers do not think brands are authentic
  8. 8. The Relationship Between Brands and Consumers is Broken An “Authenticity Deficit” becomes clear when you look at what consumers value. Less than one in 4 see brands and companies delivering on “open and honest.” % Globally Agree that Brands and Companies Today … 22% 23% 24% 25% 25% 25% 26% 0% 20% 40% 60% 80% 100% Are open and honest Uphold high values Take full responsibility for their actions Do what they say they are going to do Make the world a better place Can be trusted Stay true to their purpose 8
  9. 9. Around the World, Authenticity is Lacking Regardless of where you live, lack of authenticity is a challenge, with countries in Western Europe leading the cynicism. Percent of Market that Says Brands/ Companies Today are “Open and Honest” 5% 7% 7% 7% 7% 9% 11% 13% 19% 19% 22% 23% 28% 35% 36% 0% 5% 10% 15% 20% 25% 30% 35% 40% Sweden Germany France UK Spain Italy Hong Kong Singapore UAE Brazil Global USA India Indonesia China MOST POSITIVE MOST NEGATIVE 9
  10. 10. In Spain, the issue is even greater. Only 7% in Spain agree that companies and brands are open and honest 7% 8% 10% 11% 12% 16% 22% 0% 20% 40% 60% 80% 100% Are open and honest Uphold high values Do what they say they are going to do Can be trusted Make the world a better place Take full responsibility for their actions Stay true to their purpose % in Spain agree that brands and companies today…
  11. 11. 88% Nearly 90% of global consumers will reward a brand for its authenticity % Global Will recommend it to others 52 Remain loyal to brand 49 Value the brand 48 Want to work for the company 20 Invest in the company 20 NET: checked any of the above 88 11 And it Matters Because Authenticity Translates to the Bottom Line
  12. 12. % Spain Will recommend it to others 45% Value that brand 45% Remain loyal to brand 41% Want to work for the company 17% Invest in the company 12% NET: checked any of the above 87% Nearly 90% of people in Spain report that if a brand or company is authentic, it would impact their behavior or attitudes toward the brand in a way that benefits that brand’s business. This is also definitely true in SPAIN
  13. 13. Authenticity Yields Business Benefits Regardless of Market From a high of 94% in Indonesia to a low of 76% in the UK, the large majority of consumers report that they will reward brands that are authentic. % Net Reward 76% 79% 81% 83% 86% 86% 87% 89% 89% 90% 92% 92% 93% 94% 50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% UK Sweden France Germany Hong Kong Singapore Spain Italy China USA Brazil India UAE Indonesia 13
  14. 14. HOW DO CONSUMERS DEFINE AUTHENTICITY? 14
  15. 15. 15 ✔ RELIABLE RESPECTFUL REAL Consumers Define Authenticity as the “3 R’s” Authenticity is a function of how much consumers perceive a company or brand to be …
  16. 16. 16 Each R is a cluster of individual attributes. RELIABLE RESPECTFUL REAL • Delivers on promises • Is high quality • Communicates honestly • Is genuine and real, not artificial • Acts with integrity • Treats customers well • Protects customer privacy/data ✔
  17. 17. To Be Perceived As Authentic, Brands Can Gain More by Focusing on What Consumers Experience Versus What They Have to Learn − Communicates honestly − Is genuine and real, not artificial − Acts with integrity − Stays true to its values and purpose − Is clear about its values and beliefs − Socially responsible − Environmentally responsible − Responsible with respect to public’s health − Delivers on promises − Is high quality RESPONSIBLE PURPOSEFUL − Treats customers well − Protects customer privacy/data CONSUMERS MUST LEARN CONSUMERS DIRECTLY EXPERIENCE 17 RELIABLE RESPECTFUL REAL
  18. 18. How a brand directly treats a consumer (69%) is more important than how a brand treats the planet (50%) or if a brand is clear about its beliefs (51%) 69% 50% 51% Treat the consumer better than the planet! 18
  19. 19. The Opportunity for Brands While all 3 R’s are critical to driving perceptions of authenticity, it is the “Real” dimension where many brands are challenged • All three are desired, but the average global brand actual performance is lowest for “Real.” • Communications can play a strong role in driving perceptions of “Real.” DESIRED PERFORMANCE ACTUAL PERFORMANCE This is the area where many brands struggle HIGH LOW HIGHLOW 19 RELIABLE RESPECTFUL REAL
  20. 20. 0.0 5.0 10.0 15.0 20.0 25.0 30.0 Real Respectful Reliable Global Spain In Spain, the most challenging dimension of authenticity is to be … Real IN SPAIN, the average brand performance ON THE 3 R’S
  21. 21. WHO ARE THE MOST AUTHENTIC BRANDS? 21
  22. 22. 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 0 41 42 33 44 45 46 47 48 29 50 51 52 53 54 55 56 57 58 59 60 Meet the Authentic 100 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 22
  23. 23. 62 61 84 75 102 58 64 72 60 73 60 71 51 107 56 68 95 56 59 64 Percent Above The Global Average on Each Cluster The Top Authentic Brands Deliver on the 3 R’s TOTAL 23 RELIABLE RESPECTFUL REAL
  24. 24. The top 5 brands IN SPAIN deliver on the 3 R’s Reliable Respectful Real BMW 244 168 172 La Casera 189 172 214 El Corte Ingles 183 273 160 Apple 203 163 188 Balay 196 189 189 Treats customers well Protects customer privacy & data Is genuine and real, not artificial Acts with integrity at all times BMW 216 268 184 146 170 191 151 La Casera 229 156 193 144 211 244 181 El Corte Ingles 179 187 259 291 160 127 198 Apple 170 231 169 156 183 197 181 Balay 223 175 182 199 235 145 192 NOTE: Each data point above is an index relative the average for the market’s brands. 100 indicates brand is average and numbers above 100 indicate the extent to which a brand is above average, i.e., 120=brand is 20% higher than average and 80=brand is 20% lower than average High quality Delivers on promises Communicates honestly
  25. 25. Food & beverage stands out as most authentic industry 0 10 20 30 40 50 60 70 80 90 100 Industrial Business services Health QSR Energy Telecommunciations Financial Travel Apparel Courier Toys Alcoholic beverages Entertainment Personal care Fashion/apparel Technology Consumer goods Automotive Sports apparel Retail Luxury Food and beverage Authenticity Index
  26. 26. No industry stands out in “real” Reliable Respectful Real Alcoholic beverages 125 83 76 Apparel 129 89 65 Automotive 145 101 80 Business services 55 75 54 Consumer goods 145 94 89 Courier 108 113 74 Energy 85 87 51 Entertainment 114 81 82 Fashion/apparel 135 97 75 Financial 86 122 67 Food and beverage 156 103 101 Health 89 71 56 Industrial 87 58 51 Luxury 182 116 76 Personal care 125 97 82 QSR 72 73 50 Retail 107 134 88 Sports apparel 150 90 77 Technology 125 99 78 Telecommunciations 80 82 54 Toys 110 83 74 Travel 105 120 68 The strength of the Food & Beverage industry is its perceived Reliability Luxury is also strong on Reliability, but falls short on Real, as do many industries
  27. 27. Authenticity profile for industry sectors Reliable Respectful Real & Honest Protects customer privacy and data Alcoholic beverages 107 101 113 80 73 88 89 Apparel 90 123 118 90 58 79 77 Automotive 107 133 142 94 85 84 96 Business services 45 46 87 89 53 54 73 Consumer goods 114 127 126 95 101 87 106 Courier 94 85 144 119 81 61 109 Energy 78 64 100 103 55 55 60 Entertainment 92 97 121 68 89 84 101 Fashion/apparel 95 128 137 90 74 80 93 Financial 74 69 129 156 81 53 94 Food and beverage 131 129 154 86 102 114 118 Health 61 87 79 86 59 54 74 Industrial 71 74 77 60 50 53 66 Luxury 110 189 175 97 64 97 89 Personal care 98 110 141 86 91 76 108 QSR 74 47 120 52 48 56 62 Retail 108 72 189 124 107 75 114 Sports apparel 105 142 131 80 80 86 88 Technology 99 109 127 104 91 75 94 Telecommunciations 64 70 90 103 65 46 71 Toys 73 108 127 67 68 90 83 Travel 83 92 160 121 74 65 88 Delivers on promises High quality Treats customers well Communicates honestly Is genuine and real, not artificial Acts with integrity at all times
  28. 28. 28 Alcoholic Beverages Automotive Consumer Goods Fashion/Apparel Financial Food & Beverage Personal Care Retail Technology Telcomm Travel Estrella Galicia Heineken Cruzcampo Estrellla Damm Alhambra BMW Audi Volkswagen Mercedes Benz Harley Davidson Balay Ariel Bosch Flex Roca Calvin Klein Chanel Levi Strauss & Co Lacoste Zara Paypal ING MasterCard Allianz Visa La Casera Danone Central Lechera Asturiana Font Vella Nestlé Colgate Dodot Johnson & Johnson L'Oreal Gillette El Corte Ingles Mercadona Ikea Carrefour Eroski Apple Samsung Google Amazon Sony Vodafone LG Yoigo ONO Telefonica/Movistar NH Hotels RENFE Melia Hotels Hilton Iberia Top Brands By Industry Luxury Rolex Cartier Louis Vuitton Tiffany & Co. Prada
  29. 29. ARE THERE LESSONS FOR BRANDS? 29
  30. 30. • Spanish consumers are aligned with Western Europe in strongly noting an authenticity deficit • They also share the universal desire to reward brands if they were to perceive them as authentic • The biggest opportunity in defining authenticity for brands in Spain is in the Real category • Spanish brands should therefore focus on how they manage the Authenticity attributes of “Communicates Honestly”, “Is genuine and real, not artificial” and “Acts with integrity” • The food & beverage industry is defined as the most authentic and its strength is in perceptions of Reliability but can still improve across Respectful and Real Opportunity for authentic brands in Spain
  31. 31. 1. Embrace the values of authenticity in your brand 2. Look to where your competitors are delivering 3. Are other sectors strong on areas your industry could communicate more about? 4. Back to basics on data and privacy protection 5. A new conversation with consumers. From on-message to open-question.Take the varnish off. The New Authenticity Lessons
  32. 32.  How can more authentic behaviour increase our brand loyalty for existing customers?  How can we use authenticity to reach out to new audiences?  How does authenticity help us in fast-growth markets or revive our business in slow-growth ones?  What does a full-blown authentic brand strategy look like for us? What are the risks and opportunities of taking it to the limit?  How can more authenticity help a brand compete in a sector? Authentic Brands Strategy
  33. 33. Authenticity Audit Mapping Authenticity - the Cohn & Wolfe model (using food brand as an example) Authentic attributes Relevance to consumers Relevance to business & brand Performance Opportunity Delivers on promises High Medium Medium Marketing claims review Is high quality High Medium Medium Release all ingredient and nutritional info Treats customers well High High Medium Enhance social media programmes Protects customer privacy & data Medium Low Low Communication about anonymization of retail data Communicates honestly Medium Medium Low Review of promotions Acts with integrity at all times Medium Medium Not communicated Codify and communicate brand ethics Is open and honest about its business practices Medium Low Low Disclosure around supply chain and journey
  34. 34. Data driven communications • Cohn & Wolfe has been studying authenticity since 2012. We worked with 12,000 consumers in 14 markets to assess perceptions on 7 reputational attributes. • Through this data, Cohn & Wolfe has a diagnostic tool that can now offer data-driven recommendations on how brands can improve authenticity and overall reputation in key markets. Delivers on promises Is high quality Treats customers well Protects customer privacy and data Communicates honestly Acts with integrity at all times Is open and honest about its business practices 34
  35. 35. WANT TO LEARN MORE? WANT TO SEE HOW YOUR BRAND STACKS UP? CONTACT US! authentic100@cohnwolfe.com 35

×