seminario anuncios - nuevas fronteras de la medición (extracto ponencia millward brown)
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www.millwardbrown.es
Seminario ANUNCIOS
1
Fecha: Octubre 2012
Preparado por Millward Brown Iberia
N U E VA S F R O N T E R A S D E L A M E D I C I Ó N
Adolfo FernándezClient Service Director
m: +34 672 01 36 01
| www.millwardbrown.es
Paloma MartinMedia & Digital Director
m: +34 91 325 41 10
| www.millwardbrown.es
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Investment in strong brands leads to consistently higher share prices
Source: Proprietary BrandZ™ brand strength data; Bloomberg; MB Optimor analysis3
-60%
-40%
-20%
0%
20%
40%
60%
abr-06 oct-06 abr-07 oct-07 abr-08 oct-08 abr-09 oct-09 abr-10 oct-10 abr-11 oct-11 abr-12
BrandZ™ Strong Brands Portfolio Performance vs. S&P 500(Apr 2006 - May 2012)
BrandZ™ Strong Brands Portfolio
S&P 500
0.4%
37.5%
© Millward Brown Optimor 2012
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Grow
4
How ideals power growth and profit at the world’s greatest companies.
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50,000 Brands
Equity
Database
Leveraged the most
comprehensive
equity database in
the world
Brand Equity Strength
“Consumer Bonding”
1Brand Financial
Growth over 10
years
Measured growth in
consumer bonding and
brand financial value
over the past 10 years
Brand Financial
Valuation
2Top 50 Brands
Identified best
brands
known as
“Stengel 50”
Highest Combined
Growth over the
past decade
3
Identifying the highest growth brands
5
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Top 50 High-Growth Brands
Source: Millward Brown Optimor & Jim Stengel Study of Business Growth6
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-100,0%
0,0%
100,0%
200,0%
300,0%
400,0%
Jan-00 Jan-01 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11
Stengel Top 50 S&P 500
The Stengel 50 Outperform the Market
7
The High-Growth Brands, as represented by the 42 public companies within the top 50, collectively outperformed the S&P 500 by almost 400% over the past 10 years
382.3%
-7.9%
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8
Not what people buy, but what they buy into
T H E B E S T B R A N D S
are built on
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Uplift mind and body.
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The Core Brand Ideal Metric validates the Stengel 50
10
Stengel 50 brands like Apple, Coca Cola, and Dove are stronger than their competitors on the Core Ideal metric
Note: The Core Ideal Metric is measured as % of respondents who endorse a brand on that metric. The data illustrated here
reflects this % association relative to the competition and adjusted for factors such as brand size
Mobile Phones (UK) Soft Drinks (UK) Feminine Beauty (USA)
Empower self-expression Inspire happiness Celebrate real beauty
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Consumer journey
11
A unique design that reaches insights in all the stages of " consumer journey"
Comms
Brand
Impressions
Attitudes /
Expressions
Business
MetricsEmployees
Ideal
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Brand Equity Evolution
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Creating meaningful differentiation
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A Brand is the set of associations (ideas, memories and feelings) in
the mind of a consumer.
Brand equity is an intangible asset of a brand, the value of which is determined by the
capacity of those brand associations to predispose
consumers to choose it over others or pay more for it now
and in the future.
The more meaningful, different and salient the brand
associations the greater their capacity to drive predisposition.
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Moving segmentation from descriptive to projective
15
Captures
• Age
• Gender
• Education
• Geography
Well Suited for
• Organizing disparate brand
portfolio
Poorly Suited for
• Explaining brand choice
Captures
All of previous PLUS
• Personality
• Lifestyle
• Life Stage
Well Suited for
• Differentiating brand
portfolio
Poorly Suited for
• Capturing other occasions
or opportunities for growth
Captures
All of previous PLUS
• Brand Usage
• Brand Needs
Well Suited for
• Clustering brands by
associative values
• Concentrating market
investment in key brands
Poorly Suited for
• Tying segments to financial
value and potential
Captures
All of previous PLUS
• Unmet Needs
• Wants/Desires
• Projected Usage
• Linkages to retail
• Holistic view of customer
• Financial size and impact of
segments
Well Suited for
• Adapting brands for growth
• Capturing changing market
conditions and consumer
reaction
• Making short-term tactical
and longer-term strategic
business decisions based
on financial data
Demographic Psychographic Brand Values MB Segmentation
1980s 1990s 2000s 2010s
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Brand Equity Evolution
Good bye funnel,…
16
Moving Brand Equity from
descriptive to projective
Fuente: McKinsey
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Is your brand meaningfully different?
17
If so, customers will be more likely to choose your brand and pay a premium for it - and the brand will be better poised to grow its share position.
Meaningful
Salient
DifferentBrand
Predisposition £ €$
¥Brand
Associations
Value Sales
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We provide three key summary metrics of brand equity
18
All three predisposition metrics are based on the same ingredients (Meaningful, Different and Salient) combined differently.
P O W E R is a prediction of the brand’s volume share based purely on
brand perceptions
Are consumers predisposed to choose the brand over others?
P R E M I U M is a prediction of the price index a brand can charge
based purely on perceptions
Are consumers predisposed to pay more for the brand?
P O T E N T I A L is the probability that the brand will grow value share
based purely on brand perceptions
Are consumers predisposed to stick with the brand in future or try it?
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An overall picture of how brands generate a financial return
19
Meaningful
Salient
Different
Volume sharePower
£ €$
¥Brand
Associations
In-market ActivatorsBrand
Predisposition
Premium Price Index
PotentialValue share
growth
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The key inputs: five questions.
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P O W E RBrand
Predisposition
P R E M I U MP O T E N T I A LBrand
Predisposition
Or Needs based Salience
Please drag each brand onto the scale to indicate…
Doesn’t meet
your needs at all
Meets your
needs very well
Hate it
Love it
Exactly the
same
Very different
Follows others
Sets the trends
Spontaneous awareness prompted by
category name or category needs
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Brand Strength ScoreTo go deeper into the Brand Power diagnostic
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Are we successfully building a strong brand?– Analytical Framework
22
Brand Strength Score
Strong brands have a number of fundamental
advantages over their competitors.
Extensive analysis of our 37,000+ global Brand Equity
(BRANDZ) database revealed that there are some crucial
factors for brand success (the Bonding Factors). The
world’s strongest brands usually tower over their
competitors in several of these areas.
When these factors are combined into a single summary
measure, the Brand Strength Score, this explains over 90%
of the BRANDZ Consumer Value score (a measure with a
proven link to in-market sales). This construct has been
validated across the BRANDZ database for:
6,156 brands
38 categories
23 countries
Brand Performance • Is our brand on the right trajectory for future sales success?
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Brand Performance • What explains our brand performance – why is it growing/declining ?23
Brand Strength Diagnosis – Competitors
Where is our brand relatively strong/weak?
The summary score can be decomposed to identify a brand’s strengths and weaknesses in terms of the six dimensions (shown as difference from category average)
Rel
ativ
e Im
port
ance
Brand A Competitor A
40% 30% 20% 10%Brand Strength Score (share of)
Performance
Emotion
Value
Prominence
Dynamism
Differentiation
20%
19%
16%
12%
11%
11%
Competitor B Competitor C
Deviation in share of endorsement from category average
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Where is our brand relatively strong/weak?
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13% 9% 7%20% 15%21%
6%
19% 11% 11% 21% 13%26%
8%
17% 17% 7%33% 24%24%
6%
25% 17%46%
25% 33%10%
6%
18% 16% 16% 17%1%7%
6%18
26
21
17
30
BSS
(Brand Power)
PROMINENCE EMOTION PERFORMANCE DIFFERENTIATION DYNAMISM VALUEAVERAGE
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The role of emotionsMeasuring emotions
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The role of emotionsMeasuring emotions
Only genuine implicit techniques, adapted from neurocience and cognitive psychology, provide additional insight.
The appropiate mic of direct or indirect techniques depends on the degree to which we are able and willing to express our emotions.
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The role of emotionsMeasuring emotions
27
Quantitative explicit and implicit techniques for answering key marketing questions.
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The role of emotionsMeasuring emotions
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Facial Coding
• Using facial coding
alongside Link allows you
to undestand and optimize
emotional response to
your advertising.
• Facial expressions paint a
rich canvas of emotional
response that provides
invaluable insight into
advertising and brand
effectiveness.
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EMOTIONAL PRIMING
Game-like measurement of automatic emotional response to brands, via reaction time on specific task
Established academic method to bypass conscious editing of response
Combined with standard survey metrics
Integrated with our normal systems
Scalable & cost effective
Deep dive or monitoring over time
The role of emotionsMeasuring emotions
30
“How do people instinctively feel about my brand? How important is that, and is it getting better or worse?”
DRINKERS
DRINKERS
Drinking Pepsi is about hating Coke,
not liking Pepsi
Implicit liking of Coca-Cola
Implicit liking of Pepsi
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INTUITIVE ASSOCIATIONS
Timed & benchmarked variation on a simple image question allows us to identify perceptions which are intuitive from those that are rationalised
Clients can see the brand’s intuitive profile, and if communications are shifting this
Especially suited for brand values and higher-order ideals, which are prone to exaggeration
Integrated with our normal systems
Scalable, cost effective & familiar
The role of emotionsMeasuring emotions
31
“I know people don’t think as hard about my brand in real life as they do on a survey – so I need to understand the perceptions that are automatic, and so more likely to influence decisions in reality”
% Intuitive responses%
Ove
rall
end
ors
emen
t15 20 25 30 35
60
70
80
90
AFFORDABLE
CALM
CAREFUL
CLEVER
DIFFERENT
FUN
KIND
POPULAR
RELIABLE
SOCIAL
TRENDSETTER
Skype is defined by social, fun &
popularity, not price
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CommunicationSelecting and connecting touchpoints
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IN TEN YEARSthe Internet has shifted from primarily a short-term direct response vehicle to one that truly has the
POWER TO BUILD BRANDS LONG TERM
33
The Digital Landscape Has Transformed
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100+
TABLETS
were unveiled
at CES
MOBILE traffic will
surpass PC Web traffic
50% of companies
will be GAMIFIED
DVR penetration
will exceed 50%
ONLINE will overtake
newspapers as the
second-largest ad medium
Marketers will
invest $50B in
SOCIAL
marketing and
commerce
20
11
20
20
20
12
20
13
20
15
34
The Media Landscape Will Continue to Intensify EMERGENCE & CONVERGENCE WILL RESULT IN MORE PLATFORMS, DATA, DEMAND FOR REAL TIME, AND ULTIMATELY OFFER MORE OPPORTUNITY
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What Does This Mean?
Channels
Fragmentation
Targetability
Consumer-generated media
Media convergence
Control by consumers
MORE:
35
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ImplicationsA LOT WILL BE ASKED OF YOU
Leverage all listening touch points
Embrace the creative revolution
Deliver real time, right now
Maximize digital campaign performance
Connect the data dots
Measure digital as part of overall brand health
Foster digital insights and leadership
Build media synergies, not silos
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Offering innovative & industry-leading digital research solutions:
Research &
Strategy
Planning
Communication
& Creative
Development
Integrated
Campaign
Measurement
Digital
Campaign
Optimization
Digital
Campaign
Measurement
Macro-Level
Analysis
Link™ for Digital &
Link360™
Strategy
MarketNorms®
& ClientNorms
Millward Brown Digital framework
37
Creative In-Market Campaign Execution
Continued
Learning
Social Media Analytics & FanIndex
CrossMedia
Research™
AdIndex
Dash®
(real-time data)
DLConnects® — Search & Site Visitation; Link to Sales
Custom Data & Dashboard Integration
Roll-Up Reports
Creative Best
Practices
Industry Norms
(Media Insights)
AdIndex for
Mobile & Tablets
AdIndex®
(expert insight)
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Media reach impact map
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
TV
hi
lo
impa
ct p
er p
erso
n
reach
consideration●preference●intention
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Media reach impact map
39
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
magazines
Newspapers
PR
POS
TVnewspapersradio
hi
lo
impa
ct p
er p
erso
n
reach
consideration●preference●intention
paid
shared
earned
newspapers
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Media reach impact map
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low reachdigital
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
online
display
search
video
organic SM
microsite
gaming
mobile
hi
lo
impa
ct p
er p
erso
n
reach
consideration●preference●intention
online
online ●offline
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FanIndex Studies Will Help You to Understand…
Interaction Experience
Community Experience
Fan Experience Drivers of Fan Equity
Media Consumption
Habits
Social Media Profile
In-depth Fan Page
Demographics
Demographic Profile of
Fans/ Visitors
Influence of Media
Perceptions of
Community
Fan Motivations
Reasons for becoming a
fanContent Performance Overall Opinion
Recommendation and
Revisit Likelihood
Attention to Brand
Activity
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Checklist
Regular posts
Expected Trustworthy brand news
Expected
New product
infoExpected
OffersExpected
Contests/ Giveaways
Expected
InteractionDifferentiator
VarietyDifferentiator
InnovationDifferentiator
CommunityDifferentiator
FunDifferentiator
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CREAR
IMPACTOsignificativo