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THE KEY CHALLENGE: BRING THE LOVE BACK!
• Most people would not care if 74%
of brands disappeared
• Only 20% of brands improve our
sense of well-being and quality of
life, in a meaningful way
WHAT’S GOING ON?
80% OF BRANDS BELIEVE
THEY DELIVER GREAT
CONSUMER EXPERIENCES
ONLY 8% OF CONSUMERS
AGREE
Abuse consumer
control at your risk
SIN 7: WHAT CONNECTED EXPERIENCE?
Video
advertising
receptivity
when…
Negative
Positive
Net
When you don’t
control it
60% 15% -45%
When you can
control it
30% 30% Neutral
When there is a
reward
25% 50% +25%
Q: How would you characterize your attitude towards the following formats of
online video advertising?
THREE RECURRING THEMES: THE 3Ps
PURPOSE
From making things, to
making things better
PRINCIPLES
Using values to deliver
enduring value
PARTICIPATION
Involving people, instead of
interrupting them