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SOCIAL MEDIA
PHOTOS




FAC E B O O K         TWITTER
LIKES                 FOLLOWERS




                 Does your
                 brand speak
                 human?
UNIQUE WEBSITE
VISITORS
Brands that succeed today
                        	have a unique “human purpose”
                        and use that purpose to play
                        a meaningful, active role in
                        	people’s lives. By looking at the
                        intersection of purpose and
                        acts, the HumanKind Quotient
                        	research proves this to be true.




RESEARCH SCOPE          PURPOSE


                        “This brand never loses sight of what
                          it’s supposed to be.”
                        “This brand understands how people
    COUNTRIES



                          can get the most out of it.”
                        “This brand has a soul.”
          PEOPLE



                        ACTS


                        “This brand does things that impact
         BRANDS
                          people’s lives in positive ways.”
                        “This brand does other things to connect
                          with me beyond advertising.”
   C AT E G O R I E S
Brands that speak human have
              real conversations with people.
              They speak with honesty, humanity, intrigue            And, around the world, people define
              and humor. They speak the language of people.          what it means to be a HumanKind brand in
              And, by the way, they deliver two times the            almost exactly the same way. It translates
              market share vs. competitors.                          to a language that everyone understands –
                                                                     marketplace performance.
              When brands begin with a real human purpose,
              it leads to more open and authentic relationships      When a brand combines human purpose
              with people, because their focus is on what            and acts, it earns the new currency of
              the brand can really do that’s of value for people.    effectiveness today – the currency of populism.
                                                                     But what is most exciting is the power brands
              Once a brand has established a clear human
                                                                     can wield when they use it to write brilliant
              purpose, it has to live it. Only brands with a clear
                                                                     human stories – to really speak with people.
              purpose that live that purpose through acts
              speak this language, and can rightly be called
              HumanKind brands.
                                                                     These are the brands that will lead
              So how do we measure our fluency in this new           the conversation of the 21st century.
              vernacular? How do we understand if we’re
              speaking human with competence or letting our          The brands that speak human.
              words get lost in translation?
              The HumanKind Quotient is a new, more relevant
              way of proving that speaking human converts to
              real brand equity.




MORE MARKET                       M O R E L OYA LT Y
SHARE
Oh the humanity (of HumanKind)
                                                     BRIC market consumers like                           Local brands outperform global
                                                     to experiment with brands,                           brands in India.
                                                     while mature market consumers
                                                     are more driven by price.
                                                     In general, BRIC and mature markets share
                              PRICE SENSITIVES       a similar level of brand loyalty. However, in
        BRIC                       39%               BRIC markets there are substantially more
   M AT U R E                              58%       brand switchers for reasons other than price.
                                                     By contrast, mature markets have significantly
                                                     more people who are either deal selective            These brands are more HumanKind and
                                                     or name brand price driven. Brands need to           outpace their global competitors on both
                              BRAND ROTATORS
                                                     act now, before the opportunity slips away,          purpose and acts.
        BRIC                             47%
                                                     to increase loyalty in the BRIC markets.             For these local brands to potentially
   M AT U R E                22%
                                                     Given that BRIC markets will mostly likely           extend outward from India to other markets,
                                                     follow the pattern established in mature             a key consideration will be whether or not the
                                                     markets, consumers are likely to make their          purpose and acts that have successfully
                                                     brand switching choices increasingly based           defined the brand are culturally extendable.
                                                     on price incentives.

                                                                                                          Social and search are seen as more
                                                     BRIC market consumers are twice                      purposeful in emerging markets.
                                                     as enthusiastic about their brands
                                                     vs. those in mature markets.                         BRIC markets are 274%
                                                     We witness the general state of exuberance           more likely to rate
                                                                                                          social media and search
                                          IN CHINA   in BRIC markets in both the level of positive
                                                     feelings toward brands as well as the
                                                     momentum of positive brand relationships.            brands* as HumanKind
                                                     BRIC consumers are twice as likely to
                                                     recommend a brand. Because BRIC markets
                                                                                                          than mature markets.
                                                     have a greater inclination toward brand              This is mainly driven by the role that social and
                                                     recommendations than non-BRIC markets,               search have in their potential to play in people’s
HIGHER IN                    HIGHER IN ACTS          the path to generating brand buzz is smoother.       lives, not by how they have personally been
P U R P O S E R AT I N G S   R AT I N G S            Brands that are first to engage in powerful          engaged by these brands. This presents a key
                                                     act creation will have a big advantage.              opportunity for social and search to engage more
                                                     However, over time, we are likely to see a shift     powerfully with act creation in emerging markets.
                                                     in dynamics. Consumers will become more              In more mature markets, social and search are
                                                     jaded about brands as these markets mature           overwhelmingly seen as being everywhere but
                                                     and begin to take on the characteristics of          lacking in any real purpose.
                                                     non-BRIC markets.
                                                                                                          *Brands such as Google, Twitter and Facebook.

                                                                                                          BRIC markets consist of Brazil, Russia, India and China. Mature markets
                                                                                                          include USA, France, Spain, Italy, UK, Saudi Arabia and Japan.




                                                     For more information on The HumanKind Quotient, including how we can use it to
                                                     measure your brand , contact alison.mcconnell@leoburnett.com.



                                                     © 2012 Leo Burnett Company, Inc.

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HumanKind Quotient: Does your brand speak human?

  • 1. SOCIAL MEDIA PHOTOS FAC E B O O K TWITTER LIKES FOLLOWERS Does your brand speak human? UNIQUE WEBSITE VISITORS
  • 2. Brands that succeed today have a unique “human purpose” and use that purpose to play a meaningful, active role in people’s lives. By looking at the intersection of purpose and acts, the HumanKind Quotient research proves this to be true. RESEARCH SCOPE PURPOSE “This brand never loses sight of what it’s supposed to be.” “This brand understands how people COUNTRIES can get the most out of it.” “This brand has a soul.” PEOPLE ACTS “This brand does things that impact BRANDS people’s lives in positive ways.” “This brand does other things to connect with me beyond advertising.” C AT E G O R I E S
  • 3. Brands that speak human have real conversations with people. They speak with honesty, humanity, intrigue And, around the world, people define and humor. They speak the language of people. what it means to be a HumanKind brand in And, by the way, they deliver two times the almost exactly the same way. It translates market share vs. competitors. to a language that everyone understands – marketplace performance. When brands begin with a real human purpose, it leads to more open and authentic relationships When a brand combines human purpose with people, because their focus is on what and acts, it earns the new currency of the brand can really do that’s of value for people. effectiveness today – the currency of populism. But what is most exciting is the power brands Once a brand has established a clear human can wield when they use it to write brilliant purpose, it has to live it. Only brands with a clear human stories – to really speak with people. purpose that live that purpose through acts speak this language, and can rightly be called HumanKind brands. These are the brands that will lead So how do we measure our fluency in this new the conversation of the 21st century. vernacular? How do we understand if we’re speaking human with competence or letting our The brands that speak human. words get lost in translation? The HumanKind Quotient is a new, more relevant way of proving that speaking human converts to real brand equity. MORE MARKET M O R E L OYA LT Y SHARE
  • 4. Oh the humanity (of HumanKind) BRIC market consumers like Local brands outperform global to experiment with brands, brands in India. while mature market consumers are more driven by price. In general, BRIC and mature markets share PRICE SENSITIVES a similar level of brand loyalty. However, in BRIC 39% BRIC markets there are substantially more M AT U R E 58% brand switchers for reasons other than price. By contrast, mature markets have significantly more people who are either deal selective These brands are more HumanKind and or name brand price driven. Brands need to outpace their global competitors on both BRAND ROTATORS act now, before the opportunity slips away, purpose and acts. BRIC 47% to increase loyalty in the BRIC markets. For these local brands to potentially M AT U R E 22% Given that BRIC markets will mostly likely extend outward from India to other markets, follow the pattern established in mature a key consideration will be whether or not the markets, consumers are likely to make their purpose and acts that have successfully brand switching choices increasingly based defined the brand are culturally extendable. on price incentives. Social and search are seen as more BRIC market consumers are twice purposeful in emerging markets. as enthusiastic about their brands vs. those in mature markets. BRIC markets are 274% We witness the general state of exuberance more likely to rate social media and search IN CHINA in BRIC markets in both the level of positive feelings toward brands as well as the momentum of positive brand relationships. brands* as HumanKind BRIC consumers are twice as likely to recommend a brand. Because BRIC markets than mature markets. have a greater inclination toward brand This is mainly driven by the role that social and recommendations than non-BRIC markets, search have in their potential to play in people’s HIGHER IN HIGHER IN ACTS the path to generating brand buzz is smoother. lives, not by how they have personally been P U R P O S E R AT I N G S R AT I N G S Brands that are first to engage in powerful engaged by these brands. This presents a key act creation will have a big advantage. opportunity for social and search to engage more However, over time, we are likely to see a shift powerfully with act creation in emerging markets. in dynamics. Consumers will become more In more mature markets, social and search are jaded about brands as these markets mature overwhelmingly seen as being everywhere but and begin to take on the characteristics of lacking in any real purpose. non-BRIC markets. *Brands such as Google, Twitter and Facebook. BRIC markets consist of Brazil, Russia, India and China. Mature markets include USA, France, Spain, Italy, UK, Saudi Arabia and Japan. For more information on The HumanKind Quotient, including how we can use it to measure your brand , contact alison.mcconnell@leoburnett.com. © 2012 Leo Burnett Company, Inc.