Enviar pesquisa
Carregar
O.P.E.N. Branding Drives Purchase Intent and Revenue Growth
•
0 gostou
•
534 visualizações
Título melhorado com IA
Resource/Ammirati
Seguir
Negócios
Tecnologia
Denunciar
Compartilhar
Denunciar
Compartilhar
1 de 7
Baixar agora
Baixar para ler offline
Recomendados
Forrester. Impacto del Customer Ecperience en el negocio
Forrester. Impacto del Customer Ecperience en el negocio
Planimedia
Creating Winning Value Statements
Creating Winning Value Statements
SKIM
Sony 2
Sony 2
komal gupta
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled World
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled World
Cognizant
eBay's SEM example that proves worthless advertising
eBay's SEM example that proves worthless advertising
Titus Capilnean
Report template gme v5
Report template gme v5
olexmat
[foresight research] Introduction to Brand Health Tracking
[foresight research] Introduction to Brand Health Tracking
Duy, Vo Hoang
Customer Loyalty: How to Win Devotion From Your Customers
Customer Loyalty: How to Win Devotion From Your Customers
ResearchShare
Recomendados
Forrester. Impacto del Customer Ecperience en el negocio
Forrester. Impacto del Customer Ecperience en el negocio
Planimedia
Creating Winning Value Statements
Creating Winning Value Statements
SKIM
Sony 2
Sony 2
komal gupta
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled World
Measuring M-Commerce Maturity: A Must Do in a Mobile Enabled World
Cognizant
eBay's SEM example that proves worthless advertising
eBay's SEM example that proves worthless advertising
Titus Capilnean
Report template gme v5
Report template gme v5
olexmat
[foresight research] Introduction to Brand Health Tracking
[foresight research] Introduction to Brand Health Tracking
Duy, Vo Hoang
Customer Loyalty: How to Win Devotion From Your Customers
Customer Loyalty: How to Win Devotion From Your Customers
ResearchShare
Measuring voc cust exper.gap
Measuring voc cust exper.gap
Global Analytics Partners
T3_UsefulBrand_Report
T3_UsefulBrand_Report
James Lanyon
Voice of the Customer (VOC) Research
Voice of the Customer (VOC) Research
QuestionPro
How rubinson can help you drive growth in a digital age december 2019
How rubinson can help you drive growth in a digital age december 2019
Joel Rubinson
stand-by-your-brand-corporate-reputation-brand-equity (1)
stand-by-your-brand-corporate-reputation-brand-equity (1)
Joan Sinopoli
Measuring cx roi with social media deck 787-f
Measuring cx roi with social media deck 787-f
Gideon Ale
Measuring Customer-Experience ROI with social media
Measuring Customer-Experience ROI with social media
Michael Wolfe
10 Experiential Marketing Tactics to Supercharge Your Growth- Jonathan Yaffe,...
10 Experiential Marketing Tactics to Supercharge Your Growth- Jonathan Yaffe,...
Traction Conf
Monitoring & Measuring Social Media - A Practical Guide
Monitoring & Measuring Social Media - A Practical Guide
Spiral16
Brand analytics
Brand analytics
Shivam Dhawan
Use Social Media Listening to Improve Customer Experience
Use Social Media Listening to Improve Customer Experience
Blueocean Market Intelligence
Measuring customer experience with social media.jan15
Measuring customer experience with social media.jan15
Michael Wolfe
Brand Keys Overview - A Guide to Predictive Brand Equity and Consumer Loyalty
Brand Keys Overview - A Guide to Predictive Brand Equity and Consumer Loyalty
Brand Keys
Notes Version: Revolutionize Your Direct Marketing with SocialMobile! - 10 St...
Notes Version: Revolutionize Your Direct Marketing with SocialMobile! - 10 St...
Vivastream
An Intro to App Marketing
An Intro to App Marketing
Elliott Barton
The Direct Continuum
The Direct Continuum
Kevin Cherry
Brandware Agency Overview, Services & Capabilities
Brandware Agency Overview, Services & Capabilities
Jared Degnan
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...
The Economist Group's Marketing Unbound
Social measurement and insights
Social measurement and insights
Michael Wolfe
Motivations in the Marketing Mix
Motivations in the Marketing Mix
Jordi Sabater Domènech
Then Life Happened: Millennials Out of Their Formative Years and Into The Fire
Then Life Happened: Millennials Out of Their Formative Years and Into The Fire
Resource/Ammirati
Beyond the Shelf - The Power of Intelligent Packaging
Beyond the Shelf - The Power of Intelligent Packaging
Resource/Ammirati
Mais conteúdo relacionado
Semelhante a O.P.E.N. Branding Drives Purchase Intent and Revenue Growth
Measuring voc cust exper.gap
Measuring voc cust exper.gap
Global Analytics Partners
T3_UsefulBrand_Report
T3_UsefulBrand_Report
James Lanyon
Voice of the Customer (VOC) Research
Voice of the Customer (VOC) Research
QuestionPro
How rubinson can help you drive growth in a digital age december 2019
How rubinson can help you drive growth in a digital age december 2019
Joel Rubinson
stand-by-your-brand-corporate-reputation-brand-equity (1)
stand-by-your-brand-corporate-reputation-brand-equity (1)
Joan Sinopoli
Measuring cx roi with social media deck 787-f
Measuring cx roi with social media deck 787-f
Gideon Ale
Measuring Customer-Experience ROI with social media
Measuring Customer-Experience ROI with social media
Michael Wolfe
10 Experiential Marketing Tactics to Supercharge Your Growth- Jonathan Yaffe,...
10 Experiential Marketing Tactics to Supercharge Your Growth- Jonathan Yaffe,...
Traction Conf
Monitoring & Measuring Social Media - A Practical Guide
Monitoring & Measuring Social Media - A Practical Guide
Spiral16
Brand analytics
Brand analytics
Shivam Dhawan
Use Social Media Listening to Improve Customer Experience
Use Social Media Listening to Improve Customer Experience
Blueocean Market Intelligence
Measuring customer experience with social media.jan15
Measuring customer experience with social media.jan15
Michael Wolfe
Brand Keys Overview - A Guide to Predictive Brand Equity and Consumer Loyalty
Brand Keys Overview - A Guide to Predictive Brand Equity and Consumer Loyalty
Brand Keys
Notes Version: Revolutionize Your Direct Marketing with SocialMobile! - 10 St...
Notes Version: Revolutionize Your Direct Marketing with SocialMobile! - 10 St...
Vivastream
An Intro to App Marketing
An Intro to App Marketing
Elliott Barton
The Direct Continuum
The Direct Continuum
Kevin Cherry
Brandware Agency Overview, Services & Capabilities
Brandware Agency Overview, Services & Capabilities
Jared Degnan
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...
The Economist Group's Marketing Unbound
Social measurement and insights
Social measurement and insights
Michael Wolfe
Motivations in the Marketing Mix
Motivations in the Marketing Mix
Jordi Sabater Domènech
Semelhante a O.P.E.N. Branding Drives Purchase Intent and Revenue Growth
(20)
Measuring voc cust exper.gap
Measuring voc cust exper.gap
T3_UsefulBrand_Report
T3_UsefulBrand_Report
Voice of the Customer (VOC) Research
Voice of the Customer (VOC) Research
How rubinson can help you drive growth in a digital age december 2019
How rubinson can help you drive growth in a digital age december 2019
stand-by-your-brand-corporate-reputation-brand-equity (1)
stand-by-your-brand-corporate-reputation-brand-equity (1)
Measuring cx roi with social media deck 787-f
Measuring cx roi with social media deck 787-f
Measuring Customer-Experience ROI with social media
Measuring Customer-Experience ROI with social media
10 Experiential Marketing Tactics to Supercharge Your Growth- Jonathan Yaffe,...
10 Experiential Marketing Tactics to Supercharge Your Growth- Jonathan Yaffe,...
Monitoring & Measuring Social Media - A Practical Guide
Monitoring & Measuring Social Media - A Practical Guide
Brand analytics
Brand analytics
Use Social Media Listening to Improve Customer Experience
Use Social Media Listening to Improve Customer Experience
Measuring customer experience with social media.jan15
Measuring customer experience with social media.jan15
Brand Keys Overview - A Guide to Predictive Brand Equity and Consumer Loyalty
Brand Keys Overview - A Guide to Predictive Brand Equity and Consumer Loyalty
Notes Version: Revolutionize Your Direct Marketing with SocialMobile! - 10 St...
Notes Version: Revolutionize Your Direct Marketing with SocialMobile! - 10 St...
An Intro to App Marketing
An Intro to App Marketing
The Direct Continuum
The Direct Continuum
Brandware Agency Overview, Services & Capabilities
Brandware Agency Overview, Services & Capabilities
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...
Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audi...
Social measurement and insights
Social measurement and insights
Motivations in the Marketing Mix
Motivations in the Marketing Mix
Mais de Resource/Ammirati
Then Life Happened: Millennials Out of Their Formative Years and Into The Fire
Then Life Happened: Millennials Out of Their Formative Years and Into The Fire
Resource/Ammirati
Beyond the Shelf - The Power of Intelligent Packaging
Beyond the Shelf - The Power of Intelligent Packaging
Resource/Ammirati
What's Now and Next in Retail
What's Now and Next in Retail
Resource/Ammirati
BajecShustmas - Great Gifts for Gadget Gurus
BajecShustmas - Great Gifts for Gadget Gurus
Resource/Ammirati
Then Life Happened
Then Life Happened
Resource/Ammirati
Digital Trends for 2014
Digital Trends for 2014
Resource/Ammirati
NRF Social Shopping 2014
NRF Social Shopping 2014
Resource/Ammirati
Black Friday 2013 Report
Black Friday 2013 Report
Resource/Ammirati
Open Brand Summit: Dan Shust
Open Brand Summit: Dan Shust
Resource/Ammirati
Open Brand Summit: Kelly Mooney
Open Brand Summit: Kelly Mooney
Resource/Ammirati
Open Brand Summit: Dan Ariely
Open Brand Summit: Dan Ariely
Resource/Ammirati
Open Brand Summit: Charlene Patten & Terri Spring
Open Brand Summit: Charlene Patten & Terri Spring
Resource/Ammirati
Open Brand Summit: Mark Hillman
Open Brand Summit: Mark Hillman
Resource/Ammirati
Open Brand Summit: Alex Bogusky
Open Brand Summit: Alex Bogusky
Resource/Ammirati
Responsive Design is Dead
Responsive Design is Dead
Resource/Ammirati
Responsive Experience Design Thinkable
Responsive Experience Design Thinkable
Resource/Ammirati
Designing for the Tablet Consumer
Designing for the Tablet Consumer
Resource/Ammirati
5 Mobile Essentials for CPG Brands
5 Mobile Essentials for CPG Brands
Resource/Ammirati
Everywhere Commerce Consumer Study: Apparel Detailed Findings
Everywhere Commerce Consumer Study: Apparel Detailed Findings
Resource/Ammirati
Everywhere Commerce Consumer Study: Consumer Electronics Detailed Findings
Everywhere Commerce Consumer Study: Consumer Electronics Detailed Findings
Resource/Ammirati
Mais de Resource/Ammirati
(20)
Then Life Happened: Millennials Out of Their Formative Years and Into The Fire
Then Life Happened: Millennials Out of Their Formative Years and Into The Fire
Beyond the Shelf - The Power of Intelligent Packaging
Beyond the Shelf - The Power of Intelligent Packaging
What's Now and Next in Retail
What's Now and Next in Retail
BajecShustmas - Great Gifts for Gadget Gurus
BajecShustmas - Great Gifts for Gadget Gurus
Then Life Happened
Then Life Happened
Digital Trends for 2014
Digital Trends for 2014
NRF Social Shopping 2014
NRF Social Shopping 2014
Black Friday 2013 Report
Black Friday 2013 Report
Open Brand Summit: Dan Shust
Open Brand Summit: Dan Shust
Open Brand Summit: Kelly Mooney
Open Brand Summit: Kelly Mooney
Open Brand Summit: Dan Ariely
Open Brand Summit: Dan Ariely
Open Brand Summit: Charlene Patten & Terri Spring
Open Brand Summit: Charlene Patten & Terri Spring
Open Brand Summit: Mark Hillman
Open Brand Summit: Mark Hillman
Open Brand Summit: Alex Bogusky
Open Brand Summit: Alex Bogusky
Responsive Design is Dead
Responsive Design is Dead
Responsive Experience Design Thinkable
Responsive Experience Design Thinkable
Designing for the Tablet Consumer
Designing for the Tablet Consumer
5 Mobile Essentials for CPG Brands
5 Mobile Essentials for CPG Brands
Everywhere Commerce Consumer Study: Apparel Detailed Findings
Everywhere Commerce Consumer Study: Apparel Detailed Findings
Everywhere Commerce Consumer Study: Consumer Electronics Detailed Findings
Everywhere Commerce Consumer Study: Consumer Electronics Detailed Findings
Último
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
callgirls2057
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
ashishs7044
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
dollysharma2066
Islamabad Escorts | Call 03070433345 | Escort Service in Islamabad
Islamabad Escorts | Call 03070433345 | Escort Service in Islamabad
Ayesha Khan
Kenya’s Coconut Value Chain by Gatsby Africa
Kenya’s Coconut Value Chain by Gatsby Africa
ictsugar
Marketplace and Quality Assurance Presentation - Vincent Chirchir
Marketplace and Quality Assurance Presentation - Vincent Chirchir
ictsugar
Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)
Data Analytics Company - 47Billion Inc.
India Consumer 2024 Redacted Sample Report
India Consumer 2024 Redacted Sample Report
Mintel Group
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
Rbc Rbcua
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR
ashishs7044
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
ssuserf63bd7
Digital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdf
Jos Voskuil
Market Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 Edition
Mintel Group
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
callgirls2057
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
Call girls in Goa, +91 9319373153 Escort Service in North Goa
Future Of Sample Report 2024 | Redacted Version
Future Of Sample Report 2024 | Redacted Version
Mintel Group
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
Call girls in Goa, +91 9319373153 Escort Service in North Goa
2024 Numerator Consumer Study of Cannabis Usage
2024 Numerator Consumer Study of Cannabis Usage
Neil Kimberley
PSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
Anamaria Contreras
Enjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCR
Enjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCR
Stunning ➥8448380779▻ Call Girls In Hauz Khas Delhi NCR
Último
(20)
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
8447779800, Low rate Call girls in Shivaji Enclave Delhi NCR
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
Islamabad Escorts | Call 03070433345 | Escort Service in Islamabad
Islamabad Escorts | Call 03070433345 | Escort Service in Islamabad
Kenya’s Coconut Value Chain by Gatsby Africa
Kenya’s Coconut Value Chain by Gatsby Africa
Marketplace and Quality Assurance Presentation - Vincent Chirchir
Marketplace and Quality Assurance Presentation - Vincent Chirchir
Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)
India Consumer 2024 Redacted Sample Report
India Consumer 2024 Redacted Sample Report
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
Digital Transformation in the PLM domain - distrib.pdf
Digital Transformation in the PLM domain - distrib.pdf
Market Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 Edition
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
Call US-88OO1O2216 Call Girls In Mahipalpur Female Escort Service
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
Future Of Sample Report 2024 | Redacted Version
Future Of Sample Report 2024 | Redacted Version
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
2024 Numerator Consumer Study of Cannabis Usage
2024 Numerator Consumer Study of Cannabis Usage
PSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
Enjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCR
Enjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCR
O.P.E.N. Branding Drives Purchase Intent and Revenue Growth
1.
LITMUS
A RESOURCE INTERACTIVE WHITE PAPER THE O.P.E.N. IMPERATIVE FOR CONSUMERS AND BUSINESS RESULTS O.P.E.N. IMPERATIVE I ©2011 I WWW.RESOURCE.COM
2.
LITMUS
THE O.P.E.N. IMPERATIVE FOR CONSUMERS AND BUSINESS RESULTS EXECUTIVE SUMMARY When Resource Interactive published The OPEN Brand: When Push Comes to Pull in a Web-Made World in 2008, the Internet had been shifting power away from brands and toward consumers for more than a decade. But through the rapid rise of social media, the strengthening consumer voice was amplified. Consumers were creating and sharing content and influencing each other directly, and many brands, to regain their own influence, began to open up to consumer involvement in their brand’s messages and offerings. Our early recommendations that brands foster participatory relationships with consumers based on shared values has emerged as nothing less than the bottom-up consumer imperative of the digital age. Open branding has also become a verifiable business growth strategy. Through our O.P.E.N. Indicator that leverages multidimensional analyses of both consumer survey research and publically available Compound Average Revenue Growth (CAGR), we found a statistically significant correlation between openness, likelihood to recommend and purchase intent, and between openness and 5- and 9-year CAGRs. Measuring and strategically optimizing a brand’s On-Demand, Personal, Engaging and Networked (O.P.E.N.) experiential attributes demonstrably creates better business results. INTRODUCTION: AN O.P.E.N. REVIEW From the outset, we wanted open branding to be both philosophy and strategic framework. As a philosophy, it enabled us to position client projects as part of the open innovation marketplace where consumers have a recognized role in shaping new brand value including content, products, services or experiences. As a new framework for digital marketing, it became the common thread throughout our offerings, as it clarified the objectives for our work based on the four attributes of an optimal open brand experience: On-demand Personal Engaging Networked As a way to measure an open brand in the marketplace, we then developed the OPEN Assessment, an expert heuristic that evaluates tactics in Mobile, Social and the Web on how well they deliver On-Demand, Personal, Engaging and Networked experiences. These baseline assessments of brands inform everything from budgets to social media marketing plans to ecommerce upgrades. O.P.E.N. IMPERATIVE I ©2011 I WWW.RESOURCE.COM 2
3.
LITMUS
THE O.P.E.N. IMPERATIVE FOR CONSUMERS AND BUSINESS RESULTS AN OPEN ASSESSMENT AL SO PROVIDES A COMPETITIVE ANALYSIS TO SHOW A BR AND’S OPEN STATUS REL ATIVE TO OTHERS IN THE RELE VANT VERTICAL. In the past three years, the O.P.E.N. mandate has come to life in several successful campaigns and new revenue for our clients. But a new challenge has presented itself: to move beyond expert analysis and provide a real consumer-based metric for open branding that could become an industry standard. Does an open brand drive consumers to further consumption and the brand to growth? To answer these questions, we adopted a twofold approach. First, Resource Interactive commissioned Harris Interactive and Ipsos to survey members of their online consumer panels about how, if at all, the key elements of open brands were related to consumer purchase intent and their likelihood to recommend brands. Second, we studied the 5-year and 9-year revenue CAGRs of our publically traded brands and analyzed their growth over the period of time they had implemented an open brand strategy. THE O.P.E.N. INDICATOR: CONNECTING THE DOTS Methodology Harris Interactive surveyed 5,300 members of its online consumer panel in February/March 2011 to obtain consumer opinions on a total of 55 consumer goods, retail and technology/ service brands. The survey’s eight core questions (answerable on a 0-to-10 scale) were designed to reveal the consumer’s perception of the brand relative to various O.P.E.N. experiential attributes. In addition, each consumer rated their purchase intent and likelihood to recommend the brand. Ultimately, we had more than 31,000 unique person-brand responses. O.P.E.N. IMPERATIVE I ©2011 I WWW.RESOURCE.COM 3
4.
LITMUS
THE O.P.E.N. IMPERATIVE FOR CONSUMERS AND BUSINESS RESULTS To standardize the findings, Resource Interactive created an “O.P.E.N. Indicator” score based on the responses to the eight core questions and then correlated that score with those for purchase intent and likelihood to recommend. We also then analyzed 5-year CAGR and 9-year CAGR for our publically traded brands and performed a regression analysis against those brands’ O.P.E.N. scores. SURVEYED BRANDS The 55 retail, consumer goods, and technology/services brands about which consumers were surveyed are: Retail Brands Consumer Goods Brands Technology/Service Brands Ace Hardware Clairol Apple Amazon Coca-Cola AT&T Behr Dove Dell Benjamin Moore Fancy Feast DirectTV Best Buy Friskies Hewlett-Packard CVS Garnier HTC Express Head & Shoulders Intuit Gap Herbal Essences Microsoft The Home Depot John Frieda Netflix JCPenney Kellogg’s Nintendo Kohl’s L’Oreal Verizon The Limited Meow Mix Lowe’s Nature Valley Macy’s Nine Lives Sears Pantene Sherwin-Williams Pepsi Target Purina Cat Chow Victoria’s Secret Quaker VS PINK Schick Walgreens Selsun Blue Walmart Smucker’s Zappos Venus O.P.E.N. IMPERATIVE I ©2011 I WWW.RESOURCE.COM 4
5.
LITMUS
THE O.P.E.N. IMPERATIVE FOR CONSUMERS AND BUSINESS RESULTS SCORING POINTS WITH CONSUMERS AND BRANDS Thousands of consumers, 55 brands and eight questions later, did the survey results bear out our O.P.E.N. premise? Indeed, they did. We found there is a statistically significant relationship between a consumer’s perception of a brand’s openness and their purchase intent (99% confidence interval). Additionally, there is a statistically significant relationship between a consumer’s perception of openness and their likelihood to recommend (99% confidence interval). The bottom line is that the more open the brand, the higher the purchase intent and likelihood to recommend, meaning an open brand strategy can lead to key business results. The study also found that the total variance of O.P.E.N. scores across the brands evaluated to date was 2.5 points on a 10-point scale. However, the range of purchase intent scores was 5. Therefore, it appears that a brand’s O.P.E.N.-ness is an amplifier: a relatively small change in O.P.E.N. score correlates to a much larger change in consumers’ purchase intent. Specifically, a one-point- higher O.P.E.N. score correlates with a 2.5-point increase in purchase intent for consumer goods companies, a 1.75-point increase in retail, and a 1.77-point increase in technology. 9 Retail 8 Consumer Goods Tech 7 Purchase 6 Intent 5 4 3 3 4 5 6 7 O.P.E.N Score O.P.E.N. IMPERATIVE I ©2011 I WWW.RESOURCE.COM 5
6.
LITMUS
THE O.P.E.N. IMPERATIVE FOR CONSUMERS AND BUSINESS RESULTS We then extended the analysis to see if a brand’s O.P.E.N. score was a predictor of the more direct financial measure of revenue. Recognizing that there are factors beyond simply the degree to which a brand is O.P.E.N. that determine top line results, we were unsure whether the influence of O.P.E.N. would be strong enough to be picked up through the noise of these other factors. We looked at the 5-year CAGR and 9-year CAGR for the 28 brands included in our surveys for which annual revenue data was available and performed a regression analysis against those brands’ O.P.E.N. scores. The result was that we did see a statistically significant relationship (>95% confidence) between O.P.E.N. score and revenue CAGR (p-value of .023 for the 5-year CAGR and p-value of .020 for the 9-year CAGR). To visualize this result, we calculated the average cumulative revenue growth by year for the ten brands in the sample that had the highest O.P.E.N. scores and for those brands that had the lowest O.P.E.N. scores and plotted them over time. The result is striking: 500% 450% Low O.P.E.N. Score Brands Cumulatative Average Revenue Growth 400% High O.P.E.N. Score Brands 350% 300% 250% 200% 150% 100% 50% 0% 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 O.P.E.N. IMPERATIVE I ©2011 I WWW.RESOURCE.COM 6
7.
LITMUS
THE O.P.E.N. IMPERATIVE FOR CONSUMERS AND BUSINESS RESULTS DON’T WAIT TO O.P.E.N.! Consumer goods, retail and technology brands alike can increase the openness of their brands and engage consumers to further consumption and great business results. In essence: O.P.E.N. = success among consumers, both for direct transactions and for tapping into the referral power of their extended networks. More work is underway as we continue to build the repository of open brands. We plan to conduct similar studies on an ongoing basis to measure brands over time. In the meantime, with this latest evidence that the numbers add up, we encourage brands to step up and open up. Your consumers are waiting. Take our O.P.E.N. assessment and have your brand and your competitors added to our Indicator database to see just how open your brand is and what you need to do to grow. Please contact: Melissa Dorko Director of Business Development 614.621.2888 mdorko@resource.com O.P.E.N. IMPERATIVE I ©2011 I WWW.RESOURCE.COM 7
Baixar agora