9. We believe that
great brands are
Relentlessly Relevant brands consistently inspire
us and move us to action. They make smart, bold
moves that amaze customers, push competitors out
of consideration, and – at times – define entirely
new categories and markets. And they do it while
remaining unwaveringly authentic to who they are.
10. Prophet Brand Relevance Index 2016 10Proprietary and confidential. Do not distribute.
brands Grow Better
Relevance helps drive top-line growth…
R COEFFICIENT = 0.5*
PROPHET BRAND RELEVANCE INDEX SCORE
…and long-term profitable growth
TOP 50 BRANDS OF 2015:
10-YEAR GROWTH ABOVE S&P 500 AVERAGE
TOP 50 BRANDS OF 2015:
10-YEAR GROWTH VS. RELEVANCE SCORE
Source: Prophet Analysis
12. Poll question
At your company, when it
comes to driving relevance,
on which of the four key
dimensions do you most
need to focus in 2017?
13. Prophet Brand Relevance Index 2016 13Proprietary and confidential. Do not distribute.
We are proud to announce Prophet’s 2016-
17 Brand Relevance Index
15. We decided it was time
to introduce an index
based exclusively on
customer insight – one
that could help business
leaders and brand
builders improve the
relevance of their brands.
16. Prophet Brand Relevance Index 2016 16Proprietary and confidential. Do not distribute.
Brand Relevance Index Structure
Consumer brands in ~25
categories that make up
Included on the basis of business
performance (current revenue
and 3-year revenue growth)
Each region constructed lists
50% global, 50% regional/local
825 unique brands
175 global :: 650 regional
Sample representative of general
populations in each country
(Tier 1 and 2 cities in China)
Respondents are engaged in the
category and familiar with any
brands they have rated
Respondents rated brands on
16 attributes that define brand
relevance, on a 1-7 scale
To calculate scores, (T2B% -
B2B%) was calculated for
each of the 16 attributes
16 numbers then averaged to
determine the score
Respondents rate 5 brands in
total (least-fill methodology)
SAMPLE BRAND SELECTION MEASURING RELEVANCE
23. Prophet Brand Relevance Index 2016 23Proprietary and confidential. Do not distribute.
The Brand Relevance Index is a starting point to
continuously improve our clients’ brand relevance
We work with our clients in three ways to monitor and improve the relevance of
Develop a custom index to identify and ideate against growth opportunities
Integrate brand relevance measures into a dynamic brand metrics system
Measure the moments across the customer experience where they have
the greatest opportunities to drive brand relevance
24. Prophet Brand Relevance Index 2016 24Proprietary and confidential. Do not distribute.
Using a customized index, our Insights team helps
clients better visualize their drivers of relevance in
a variety of ways
overall and in
Map views to
25. Prophet Brand Relevance Index 2016 25Proprietary and confidential. Do not distribute.
relevance for a leading
26. Prophet Brand Relevance Index 2016 26Proprietary and confidential. Do not distribute.
Prophet built a custom index for this client, which
highlighted opportunities to drive relevance and growth
Capture and own the
Inspired space by
the in-store experience
BRAND RELEVANCE CHARACTERISTICSOVERALL BRAND
2 Urban Decay
No brand currently owns
which suggested a unique
opportunity for this client
to create a space for itself
27. Prophet Brand Relevance Index 2016 27Proprietary and confidential. Do not distribute.
This new focus on capturing and owning the Distinctively Inspired
space jump-started their vision for the Store of the Future by guiding
how they wanted consumers to experience the brand
29. Jesse Purewal
Thank you for attending.
Notas do Editor
Onto the main event! The speakers for today’s webinar are Scott Davis and Jesse Purewal.
Scott Davis is Prophet’s Chief Growth Officer, and has over 25 years of brand, marketing strategy, and new product development experience having worked with clients as diverse as GE and State Farm to Hershey’s and the NBA. He has published three books on better leveraging brands as assets, is an active contributor to Forbes, is frequently cited in top media publications, and has presented the keynote globally at many of the top branding and leadership conferences.
Jesse Purewal is an Associate Partner in Prophet’s San Francisco office. His focus is on leading Prophet’s multidisciplinary teams to develop business strategies, brand strategies, and customer experiences to drive growth. He works across B2B and B2C, technology, retail, and nonprofit sectors with recent engagements at T-Mobile, Oakley, Gap, Inc., The North Face, BMC Software, and Cisco.
Welcome Jesse + Scott!
A summary of our POV on this
…but we are in the business of driving GROWTH, of helping companies GROW BETTER – so it’s important that we demonstrate that Relevance is a key ingredient / component part of growth. As those of you close to GA will be well aware, we took a look at our first-year’s index, and looked at the relationship between companies’ performance on our relevance index and their 10-year growth. With the r-sq of 0.5 we are suggesting that growth is explained in no small part by a brand’s ability to succeed on the drivers of relevance that we’ve identified thru our 4 dimensions, our 16 attributes. We also found that companies in the top 50 relevant brands outpace the total S&P index by 6% on revenues and 12% on earnings, so we have an opportunity to really link this to growth vs. just talking about brand behaviors. We’ll continue to refine this look over time…
Our clients often ask for our perspective on the value of the existing brand rankings.And we’ve always said the same thing: They provide solid objective benchmarks, but often leave marketers wondering what they can learn and apply from the “top” brands.
“Active” has different definition by category. Time basis.
Remember that we built this from the region up. We didn’t say, let’s do the 100 Global Brands, and fill in the rest regionally. We built this to drive relevance at the country level for Prophet, first and foremost, and we let the in-country teams partner with country leadership to say, what’s the right mix of Global/Regional/Local brands to include. Generally it’s about 50%, global brands by market and then the balance is regional/global
Talk to evolution of T2B to T2B-B2B