European Direct Selling Conference,October 2014 The Power
of
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2 +350,000 citizens 34 markets 12 industries + 1,000 brands
2014/15 Meaningful Brands is a propietary metric of brand strength
It is the first global framework to connect brands with human
well-being 1. 2. It measures the quality of benefits brands bring
to peoples lives and the returns in business terms 3. Our Unique
Brand Framework Worldwide Survey
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Do People Really Care About Brands? Most people would not care
if 73% of brands disappeared Less than 20% of brands notably
improve our quality of life Disconnection is Stronger in W. Europe
where 90% of brands would not be missed Source: Havas Media Group
Meaningful Brands 2013 3
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Todays Consumer Paradigm - 4 -
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Marketplace: Going beyond the product Personal wellbeing:
Exploring how brands tangibly improve peoples lives Understanding
What Matters Collective wellbeing: And the role they play in
society 5
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Brands That Enhance The Wellbeing Of Citizens, Communities And
Societies Are More Meaningful TOP GLOBAL MEANINGFUL BRANDS
2013
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Meaningful Brands Outperform in Business Terms MB Index
considers top 25 meaningful global brands (from companies operating
in the stock market) Stronger Brand Equity KPIs Greater Preference
& Loyalty Greater Share of Wallet Stronger Attachment
Outperform the Stock Market x 3 Outperform In Marketing Terms
Meaningful Brands
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- 8 - PHYSICAL ( Fitter, stay Healthy) ORGANIZATIONAL (Good
habits, life easier) EMOTIONAL (self-expression / enjoyable
moments, self-steem / feel good/happier) INTELLECTUAL (ideas,
develops skills) GOV. & ETHICS (It is Ethical &
Transparent) Personal Wellbeing Collective Wellbeing NIKE Is
Empowering People To Achieve Their Full Potential
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Acting as a Coach, Making Every Interaction Count A better you
A better us A better world - 9 -