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HumanKind Quotient: Does your brand speak human?

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HumanKind Quotient: Does your brand speak human?

  2. 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. 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 YSHARE
  4. 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’sHIGHER IN HIGHER IN ACTS the path to generating brand buzz is smoother. lives, not by how they have personally beenP 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.