Interact 2018 - What Builds Brand Love
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Held in Milan on 23-24 May, IAB Europe’s annual 2-day conference Interact 2018 featured a keynote speech by Anita Caras, Director Sales Insights EMEA OATH. Ever wonder where brand love comes from? So did Oath. Oath has found out by looking at the many underlying drivers of brand love in our latest global consumer research study. We all know what love feels like, and we know getting your consumers to love your brand is more important today than ever before. But WHY does a consumer love a brand? What does that relationship look like?
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Interact 2018 - What Builds Brand Love
- 1. 1
- 4. *Based on BrandZ affinity ranked scale BrandZ™ Top 100 Most Valuable Global Brands: 87 common brands valued in both 2006 and 2017 Brand love is also an important driver of financial value +191% High Love* +110% Medium Love* +32% Low Love* Twelve years of brand value growth
- 5. 5 Unwrapping brand love Identify potential drivers of Brand Love Over 150,000 consumers (86,000 in Europe, 9,600 IT consumers) 13 countries Nuances by industry vertical, audience and country Oath Brand Love Index Study 2018 1 • Exec interviews • Desk Research • Consumer Focus Groups 2 3 Validate & test potential inputs to Brand Love • Online survey • Correlation analysis with BrandZ database Calculation of Brand Love Score • Brand Love dominance model analysis by category/country • Brand Love Score = Weighted averages by driver
- 6. 6 Human love vs. brand love Human Love Absorption of other person’s identity and altruistic mindset Intimacy Passion Commitment Love Brand love has a functional element to it which makes it distinct from human love which is almost exclusively emotional Brand Love Loyalty and advocacy Emotional connection Function Bonding Love Oath Brand Love Index 2018
- 7. Brand love is an intense bonded affection that a person has with a brand; it is characterized by the brand’s ability to deliver superior and unique utility, build emotional connection, deliver consistently elevated experiences and create bonds. 7 What is brand love? Oath Brand Love Index 2018
- 8. The drivers of brand love are universal Oath Brand Love Index 2018
- 9. Oath Brand Love Index 2018
- 10. Exceeds Needs 30% (Italy 35%) Oath Brand Love Index 2018 - Global
- 11. 11 Outperform and overdeliver Don’t rely on emotion alone. Break through the clutter by bringing the best in quality, performance and design. Oath Brand Love Index 2018
- 12. Put customers first Invent Be Patient Oath Brand Love Index 2018
- 13. Sets trends 18% (Italy 23%) Oath Brand Love Index 2018 - Global
- 14. 14 Rethink, reinvent, repeat Innovation doesn’t stop at your product or service. Reinvent every touchpoint with consumers. Oath Brand Love Index 2018
- 15. Oath Brand Love Index 2018
- 16. Builds trust 20% (Italy 14%) Oath Brand Love Index 2018 - Global
- 17. 17 Make it personal There’s no love without trust, and the strongest path to building trust is to personalize the experience. Oath Brand Love Index 2018
- 18. 18 The power of mobile Those that visited brands mobile website More likely To Agree Vs. those who have not visited a brands mobile website Agree They have deeper trust for the brand Oath Mobile Insights 2018 - Global 63% 24%
- 19. Shares values 12% (Italy 10%) Oath Brand Love Index 2018 - Global
- 20. 20 Take a stand Show consumers what you stand for. Values-led brands attract people who believe what they believe. Oath Brand Love Index 2018
- 21. Consumers demand action from brands 76% 67% 64% 64% 57% 57% 43% Treatment of employees Equality & diversity Closing gender pay gap Women in leadership Environmental sustainability LGBTQ rights Cultural Openness Oath Brand Love Index 2018 - Global
- 22. Oath Brand Love Index 2018
- 23. Elevates experiences 9% (Italy 8%) Oath Brand Love Index 2018 - Global
- 24. 24 Make extraordinary the every daySet the standard on memorable, immersive experiences. Consumers are more willing to love, and forgive, brands that do. Oath Brand Love Index 2018
- 25. Oath Brand Love Index 2018
- 26. Respect consumers 11% (Italy 10%) Oath Brand Love Index 2018 - Global
- 27. 27 Mind the flow Love grows when brands integrate into a consumer’s life, especially on mobile. Show respect for their time and experience. Oath Brand Love Index 2018
- 28. Viewers demand more controlBy 2020, 200 million US consumers will use a connected TV device at least once a month to stream video CTV landscape 85% of consumers expect content that’s relevant to them 61% of consumers don’t mind branded content if it’s entertaining Source: AOL Omnibus Survey; eMarketer, July 2017 Consumers demand relevant and personalized experiences Oath Content Study (US, UK, CA)
- 29. Greater emphasis on brands that Exceed Needs 18-24’s Greater emphasis on brands that Build Trust Adults 35+Under 35’s Consumer expectation varies by generation Oath Brand Love Index Study 2018 - Global +17% Expect brands to Set Trends +12% +8%
- 30. Travel Retail + 57% Respect Consumers +20% Exceed Needs And by industry vertical Oath Brand Love Index 2018 - Global Autos +46% Elevate Experiences
- 31. 31 Where do we go from here? Next stop Measurement Oath Brand Love Index 2018
- 32. 32 Measuring brand love: the Oath approach Traditional measures Brand awareness Favourability Consideration / purchase intent Oath Brand love measures Exceed needs Build trust Set trends Share values Elevate experiences Respect consumers Oath Brand Love Index 2018
- 33. Exceeds Needs 30% Respect consumers 11% Elevates experiences 9% Shares values 12% Builds trust 20% Sets trends 18% Oath Brand Love Index 2018 - Global
- 34. RulesDrivers Exceed needs Set trends Build trust Share values Elevate experiences Respect consumers Oath Brand Love Index 2018
Notas do Editor
- Hands up who knows what Oath is? Oath is the coming together of AOL and Yahoo powered by Verizon. Oath is a media & tech company with iconic brands like HuffPost, Yahoo, MSN, Tumblr, XBox & AOL reaching nearly 90% of UK population & 1 billion people Worldwide. When Oath launched last year it was accompanied by the mission statement that we at Oath build brands people Love. This statement is on the walls in fact of our London office reception. Me being naturally curious – (probably how I ended up in research) instantly responded with what does that mean? When I thought about this a bit more, to me it spoke about a relationship building towards a partnership. But why is that important?
- We know that Love is important. When you feel love for someone or something, it pushes you to do all sorts of wonderful and crazy things - getting a partner’s name tattooed on your skin, camping overnight for a phone. So it makes sense that love is also the most important ingredient for building a successful brand. Love is what takes a brand from good to great, from awareness to affinity, and from buyers to followers.
- So it is unsurprising that from a data standpoint – brand love stacks up. Here is a view from Kantars Brand Z database, arguably one of the most robust & reliable data bases on brand health running for 12 years covering. 100,000 brands, 400 categories 50 markets. When we isolate out brands by consumers affinity scores (i.e. those brands with the highest brand love scores) we see that the most highly loved brands in their database, have grown almost 3 times in value (+191%) over the 12 years it has been running compared to a 32% growth for low love brands. This got us thinking. How do harness this knowledge to dig deep & comprehensively explore the drivers behind Brand Love. BRAND_AFFINITY [BASE:ALL RESPONDENTS. QUESTION TYPE = SINGLE SELECT] How do you feel about [INSERT FAVORITE_BRAND] [COLUMNS] I hate it Through to love it (10 point score) Top 3 boxes Split brandZ data base into tertiles
- This essentially led us to a partnership with Kantar Consulting. We used a combination of executive interviews (some of which you saw at the beginning of this presentation). Consumers groups & desk research -to identify potential inputs to brand love) Followed by proprietary quant data - to test and validate the best KPI’s And then we overlaid these findings onto the BrandZ database (utilising the vast database of existing & proxy drivers to calculate a brand love score) Where we were able to elicit the opinions 150,000 consumers across 13 markets. (UK sample 23,600, 86,000 across Europe). Some metrics had the exact same metrics mapped within BrandZ.. For those that did not exist in BrandZ, we identified most relevant metrics through correlation analysis. We were able to not only obtain the building blocks of love but also the nuances across industries, generations and markets. Countries covered US, UK, Canada, Brazil, Germany, France, Italy, Spain, Japan, Taiwan, Australia, Singapore, Hong Kong We started the discovery phase Reviewing existing research and publications on brandlove and interviewing experts and executives – validating with consumers Then, we selected 3 KPIs to structure our brand love framework: functional superiority, emotional connection and elevated bond For each KPI, we have identified a set of potential inputs that could be most predictive / impactful in determining affinity During the analytics phase, we run a dominance model to calculate the contribution of each input to affinity for a given category/country Then, we calculated the weight across each KPI to understand their respective contribution Finally, we calculated the weighted average across all 6 input statements to find the Love score
- Human love is empathetic in nature, resulting in a person’s willingness to sacrifice for someone else Give-and-take interactions form the crux of human love’s evolution over time There’s an interdependence which is a sign of human love Fundamentally selfless in nature, human love cultivates the likelihood of forgiveness In Contrast Brand Love Brand love results in a functional relationship that has evolved to enable the brand to deliver higher-level benefits Brand love continues to be largely one-way throughout the course of its lifecycle, with the brand delivering the necessary inputs to cultivate love Similarly, It reflects consumer values vs. shapes them, aiming towards the sentiment that consumers will claim that they “miss the brand if it were gone”. Something that ¾’s of brands fail to do. Because brand love differs widely across sub-groups, forgiveness does not necessarily validate all cases of brand love
- Distinct from Human Love, Brand Love is based on Function, emotional Connection and Bond through elevated experiences.
- What we found is that the things that drive love for brands are universal. They are truths that transcend industry vertical, demographics, and geographies. And while there are certainly nuances across industries, generations and markets, the fact that there is a formula, and that we see the same building blocks driving love across brands, means there is a blueprint for product managers and marketers to follow, to build and deliver love for consumers.
- So next let me reveal the drivers of brand love - and as I share examples of brands that exemplify each driver, perhaps you can think of a favorite brand that consistently delivers on each driver for you.
- Exceeds Needs is the top driver, contributing more than a quarter of the total love score. These are brands that do something that no other brand does, or do it better than every other brand out there. They give consumers what they want - often before consumers even ask. [slightly lower than global average]
- Consumers follow their hearts, but only to a point. Before you build on their emotions, a brand has to fulfill that functional base. And this is true across every industry. In other words: do you bring the best in quality, performance and design? These are essentially brands that Outperform and overdeliver ;giving consumers what they want - often before consumers even ask. They bring the best in quality, design and performance, and offer something that competitors can’t. Here you should think about immersing the audience in the story - go beyond standard ad units and create personal, relevant ad experiences. Think AR, VR (Ryot), native (Gemini)
- Amazon is 1 of the leading brands for this driver (in fact Amazon achieved top scores in the top 3 drivers). It’s CEO Jeff Bezos claims that its success is due to its focus on three concepts : Put the customer first. Invent. And be patient." If you're competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering.” Jeff Bezos. When you think back to the days before Amazon, retail marketing was a pretty straightforward operation that involved reaching out to as many consumers as possible and encouraging them to come into stores. But Amazon changed all that, Amazon has created a seemingly infinite curated assortment of both product and expectations, where you go in and you expect that the retailers that you love and have affinity with are going to have your product whenever and wherever you need it, ”Outperform and overdeliver setting trends in the retail space for transparency in pricing, variety, speed & convenience why go anywhere else if Amazon is going to have the best price, get it to me fastest, and if something’s wrong, they’ll refund the money?” “Once Amazon bridges the gap of AI-powered decision making in homes with Alexa, they will once again be ahead of the curve,”
- The next driver of brand love is Sets Trends. These brands are all about disruption. They innovate in ways that turn their category on its head, and keep consumers excited to see what they do next. And you don’t have to be in an innovation-obsessed industry for consumers to expect you to set trends. Certainly, Sets Trends is important in Tech - but consumers across all categories have expectations that the brands they use will continually up their game - or change the game. This is really big in Italy vs Global average (28% larger ) & hence is Italys 2nd biggest driver. -These brands are all about disruption. They innovate in ways that turn their category on its head, and keep consumers excited to see what they do next. You don’t have to be in an innovation-obsessed industry for consumers to expect you to set trends. In fact, they said setting trends is more important for Autos, followed by news and media brands. Consumers said they're willing to go out of their way for--and forgive--brands that innovate in order to elevate experiences. We know Millennials worship innovation, and it’s no surprise their love is more likely to be influenced by setting trends than older consumers – The Sets Trends driver contributes 26% more to the Brand Love amongst 18-24’s vs. the average in Italy. And so you can guess that brands like the iPhone, Spotify Amazon, & Just Eat are in the top brands loved by Millennials Conversely, to elicit love from consumers over 35, we need to top up on building trust. The 35+ set in the Italy prioritise Builds Trust +36% more than Millennial consumers 18-34 do So a reminder to Talk to each group on their terms to get more brand love from all.
- This speaks to much more than product innovation. Think of all the different ways you interact with a brand today. From email to ads to marketing messages. We need to rethink and reinvent each of those touchpoints. Surprise is now an expectation, so use this element in everything from your product to posts to emails. Do it in a way they haven't seen or heard before, every time. RYOT
- [Apple scores highest on Sets Trends.] Apple is the posterchild for sets trends in its category, upending the way we talk on the phone, take pictures, listen to music, wear technology, and connect with technology in every facet of our lives. Apple is rewarded by consumers for its relentless pursuit of what’s next with the highest score on Sets Trends. Apple is all about focus & simplicity – acknowledging that simplicity is actually very difficult to master. you have to work hard to get your thinking clean to make it simple.” The apple stores are literally the shop window to these guiding principles.
- The next driver is Builds Trust, which accounts for one fifth of the total love score. [at global average]
- We all know there's no love without trust. Brands that over index on trust are the ones developing a personal relationship with person behind the computer or phone screen. Especially the phone screen. Brands that build trust deliver on their promises to consumers. They have built a relationship with consumers based on dependability and communication and personalization. Consumers say they trust brands they can count on and feel understood by. So get to really know and understand your customer base to deliver personalised messages. Premium content has a halo effect - when your brand shows up next to trusted content, the trust rubs off on your brand. BrightRoll connects you with brand safe, quality inventory on our properties and off. Oath’s full range of data — including mobile usage, purchase data, geolocation, and ad performance — helps brands create content they’ll love, products that make their lives easier, and ads that are more relevant. While also keeping their info safe and secure.
- Hands up who feels lost without their mobile phone? We know the phone is the most personal of devices, it is the screen we keep closest to us at all times & hence it makes sense that the way we use mobile devices for brands is closely linked to trust.
- The next driver is Shares Values. This measures how in touch and aligned a brand is with the values and conscience of its consumer base. Will people use a brand that doesn’t align with their values? Yes. There are all sorts of reasons people buy brands they may not prefer, including convenience and pricing. But love without shared values is really difficult. People want to be seen using brands that share their values; people are proud to use brands that share their values. And now more than ever before there are severe and often immediate consequences when brands are on the wrong side of this -- social media backlash can be particularly intense for brands that make missteps here. People expect that a brand will establish its core beliefs, act on its values, and support issues that are meaningful to its customers. [slightly lower than global average]
- Take a stand, or take a seat. We used to have the luxury to choose the issues we wanted to speak about, and sit quietly on the side when we didn't want to get involved. Now, when something in the world happens, we immediately look to our favorite brands to see what they think. In our focus groups, we specifically heard people say they wouldn't buy the products of a company that supported a particular political party or had been involved in an ethical controversy. This might scare some brands. As if they're being forced to take sides. But it's the reality of the world we live in today, and it can be incredibly powerful. “Shares values" is one of the top 6 drivers of brand love. The best thing a brand can do is have real views, and act on them. But the catch is: they have to be authentic. Brands have a powerful voice, and they can be the ultimate storytellers. We are starting to see brands do this a lot more. Whether it's branded content or partnering with organizations that align with their values. Stella and water.org come to mind. Speak up, speak out and back up your words with action. Huffpost editorial stance, RYOT, brand safe inventory via Brightroll
- We looked into the types of issues consumers care most about. We asked people if they expect brands to publicly and actively speak out on these issues. The main point is that people do have expectations from brands, and we need to be aware of them and respect them. But it's important to note that these are just averages. For some brands, the expectation might be at 100%. So, this doesn't give brands a pass on supporting women equality, for example. It means that brands need to know their audience, and know what they care about. But something surprised us. Yes, a majority of consumers want you to act on issues. But, actually, very few want you to publicly take a political side. It was at 31%. We were surprised to see that, it's such a big drop. Politics on both sides of the Atlantic has been especially polarizing lately. To consumers, it's about policies, not politics.
- People want to be seen using brands that share their values. Brands need to care about more than the bottom line - we see this in the backlash faced through social streams when brands get this wrong. Brands need to represent their values and support issues that are meaningful to their customers. Family run, Italian cruise company, MSC Cruises leads the way in Italy for this driver (& achieved top brand love scores in travel) is the first cruise company in the world to be awarded the coveted ‘6 Golden Pearls’ for its outstanding standards in environmental protection, health and safety. What makes travel unique is the importance of respecting people. It is 57% higher here than in other industries. This means that a brand with a strong persona will take a backseat to brands that deliver on personal, consumer-first relationships – this explains why Italian cruise companies rate so highly as cruising orientated around the impeccable service it provides – MSC Cruises ranks 3rd highest in brand love scores (& top in the travel sector)
- The next driver is Elevates Experiences. This is when brands put everything together to transform ordinary to extraordinary. They deliver consistently brilliant experiences that are engaging and memorable. Think of experience as the how, not the what - the way that the brand is packaged or presented, the in-store experience, the customer service, the advertising -- all of these things impact the customer’s experience with the brand.
- Expectations are high. Consumers have come to expect the unexpected from brands. They don’t want standard, they want experiences that are memorable, immersive and game-changing. And they want it every time. In exchange, they’re more willing to love and forgive brands. Most linked to loyalty Elevate Experiences- This is somewhat linked to Setting trends, these brands transform ordinary to extraordinary. They deliver consistently brilliant experiences that are engaging and memorable so Apple again performs well here as does Spotify but it extends beyond tech brands to Amazon & Just Eat Ditch the MPUs. Use tech - AR, VR, 360 and live video - to bring your latest to life. RYOT
- UK based company with Global ambitions. Vision to create the worlds greatest food community via mobile app - global marketplace for online food delivery, providing Customers with an easy and secure way to order and pay for food from their Restaurant Partners. Ordering a takeaway with just a few clicks 87,500 restaurants, 100+ cuisine, 22.8 million customers a month (8 million in the UK 4 million orders a month). 52 million orders in Q1. Outside of the UK, Australia and New Zealand, our segments are: Established Markets Canada Denmark France Ireland Norway Switzerland Developing Markets Italy Mexico Spain
- And the last driver is Respects Consumers. What consumers want - what they respond to - is when a brand consistently demonstrates fairness and respect, when a brand makes them feel valued. That means fair pricing, that means personal service and support, it means marketing and messaging that are respectful of their time.
- Marketers want to prove to consumers that they have respect for their time and experience. They want control These brands make consumers feel valued and respected. They engage with consumers in meaningful, personalized ways. Consistently demonstrate fairness and reliability. Address public scandals head on. Love works both ways, and brand love is no exception. Use different tactics for various segments. Formats that flow, like native, will fit your message right into their day. Be seamless – mobile to desktop and back again. Treat every device with the same respect as you treat the person using it Yahoo Gemini delivers native ads that fit right in with editorial content. BrightRoll lets you reach 1 billion people, or just the people you’re after.
- Source Oath content study they are global, uS, UK or Can not BR
- 18-24’s place 17% more importance on setting trends, and they’re willing to sacrifice trust to get it. Exceed Needs is 12% more likely to be seeked amongst Under35’s vs. the Global average And adults 35 and older place a higher emphasis on trust, giving it 8% greater contribution to the brand love score amongst the than the younger generations. So know how your consumer falls in love, and act accordingly.
- Consumer expectation varies by industry vertical What makes travel unique is the importance of respecting people. It is 57% more important here than in other industries. This means that a brand with a strong persona will take a backseat to brands that deliver on personal, consumer-first relationships – this explains why Italian cruise companies rate so highly as cruising orientated around the impeccable service it provides – MSC Cruises ranks 3rd highest in brand love scores (& top in the travel sector). For cars, getting from a to B safely is a given – what now is important is how you make that experience as seemless, and enjoyable as company….expecting a car to benefit the environment rather than pollute it. So you can start to see how as marketers we can use this data to better inform our campaigns and create more meaningful and relevant content partnerships- by understanding what drives brand love we can then play to those needs and emotions to really create love for our customers brands.
- And the insights do not stop here - Not only are we releasing the findings of this robust study to the marketplace but we are ingesting the the drivers of brand love, into our campaign measurement programme. Our customers can use these proprietary insights alongside more traditional brand impact measures such as brand awareness and purchase intent to ascertain the performance of their brands pre and post campaign exposure across our products and services. Furthermore, we are incorporating it into our internal health tracker - furthering our consumer first commitment. Gaining meaningful insight into the functional, emotional and distinctiveness of our and our customer brands vs. the vertical averages. In the hope of identifying key tactics to improve brand love scores going forwards.
- So if you remember the drivers of Brand Love
- And act on the rules for marketers….then you are well on your way to nurturing brand love.