The top-performing brands all have one thing in common: the frequent release of meaningful content to attract and maintain customers. Havas Group, a media strategy, data analytics and advertising agency, released updates to its Meaningful Brand analysis for 2017. The study included new stats for consumer responsiveness to purposeful content and the benefits of improving relationships with consumers.
The study reveals global analysis of 1,500 brands — more than 300,000 individuals were interviewed in 33 countries from 15 various industries. The researchers defined meaningful content by three attributes: if the content is associated with the brand; the performance, or how the brand is executing the content; and consumer expectation of the brand to provide specific information. From these insights, Havas Group ranked the top most meaningful brands and gleaned key calls-of-action for marketers.
According to the study, meaningful brands outperformed the stock market by 206 percent over the last 10 years. The study goes on to assert that brand marketing can go a long way in improving wallet share — upping the share nine times, to be exact. The research also uncovered that “there’s a 71 percent correlation between content effectiveness and the impact a brand has on our personal well-being and quality of life.”
As consumers are introduced to a diversifying selection of brands and products nearly by the minute, building an emotional connection is crucial for survival. “People wouldn’t care if 74 percent of the brands they use disappeared,” the study said. That might be because brands are falling short in contributing to consumers’ sense of well-being. The study said, “Seventy-five percent of us expect brands to make more of a contribution to our well-being and quality of life, yet only 40 percent believe brands are doing so.” What’s more, consumers are consistently underwhelmed by the content that brands are releasing – 60 percent of participants declared content as poor, irrelevant or failing to deliver.
The findings aren’t a death sentence for brands, but they are a red flag. Most brands would benefit from taking a step back and reviewing the annual marketing strategy, broken into segments — quarterly or otherwise. Discerning and celebrating influential power-spenders and their effect on spending habits of other shoppers will go far. Consider these social media influencers as collaborators for future content creation and consultancy. Deploy real-time data and analytics to understand what’s resonating with consumers and what to discontinue.
Havas Top 10 Most Meaningful Global Brands of 2017