PSB + Aga Khan Foundation: United We Brand

United We Brand

October 17, 2017

MAJOR CHALLENGESBigger opportunities

It’s a Big World Out There It’s a Big World Out There…

Everyone is Talking

Digital Platforms Are Today’s (Very Big) Town Hall

So Many Ways to Understand

Digital Platforms Are Today’s (Very Big) Town Hall

TARGET AUDIENCE: 7.3B

WHAT DOPEOPLE WANT?

EVIDENCESOLUTIONSPEOPLE

Good educationBETTER HEALTHCARE

more JOB OPPORTUNITIESRESPONSIVE GOVERNMENT

AFFORDABLE & NUTRITIOUS FOOD

goals

7,000,000,000

43%Under 25

Not every campaign is a homerun

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Always #LikeAGirl

Black Lives Matter (UK, 10%)

Dove Real Beauty

IKEA Brighter Lives for Refugees

Innocent Chain of Good

Kenco: Coffee Versus Gangs

Pride (UK, 10%)

Unilever Sustainable Living Plan

SHARE OF AUTHORS

CAMPAIGNS AND SENTIMENT

Negative Neutral Positive

Feedback on these kinds of efforts often mixed

As a white person, I feel like its not

in my place to talk about black

issues however I will stand with

you all #BlackLivesMatter

RT @GSElevator: #1: Dove's latest 'Real

Beauty' campaign isn't brave; it's smart.

Dove is owned by Unilever, maker of Ben &

Jerry's and Klondike.

I hate YouTube ads. But I will always watch the #LikeAGirl

ads no matter how long they are ❤️❤️

It's official, I will never say 'like a girl' again. Good work

@LauraLucyJones @Always #LikeAGirl #yms15

#shameonme

In fact, sometimes it’s hard to know if it was even worth it

19%

9%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Chain of good Coffee versus gangs

INC

RE

AS

E I

N P

OS

ITIV

ITY

HOW CAMPAIGNS IMPACT BRAND SENTIMENT

People Want To Feel Connected

Wunderman/PSB Survey on Wantedness,

Jan 2017

Their Values Need to Be Your Values

Their Values Need to Be YourValues

Wunderman/PSB Survey on Wantedness,

Jan 2017

70% OF MILLENNIALSwant to work for a

PURPOSEFUL COMPANY

94%

You Will Be Weighed and Measured…

You Will Be Weighed and Measured…

• More than 85% of consumers agree that a few select brands set the benchmark against which they judge all other brands

Q. How strongly do you agree or disagree with the following statement?

12 15

61 63

26 22

U.S. U.K

There are a few brands that set a standard for excellence

against which I judge all other brands

Strongly Agree

Somewhat Agree

Strongly/Somewhat disagree

n=1003 n=1000

87% agree 85% agree

You Have Been Weighed and Measured

And If You Are Found Wanting, They'll Dump You

• Roughly two-thirds of U.S. consumers – and more than half of U.K. consumers – prefer the “best” brands because their products and services exceed expectations

Q. Why do you prefer to buy the “best” brands?

You Can't Just Measure Up – You Have to Contribute

63

1510

4 2

53

1813

4 5

Their products and

services exceed my

expectations

I know they provide

new and exciting

experiences

They can be counted

on to positively

contribute to society

I worry that I am

missing out if I’m not

buying from the best

It makes me look

good among my

friends and colleagues

Consumers Prefer the “Best” Brands Because…Ranked by U.S.

U.S. U.K

• More than eight in ten consumers are loyal to brands that share their values

Q. How strongly do you agree or disagree with the following statement?

11 16

5756

32 28

U.S. U.K

Brands I am loyal to share my values and make me feel good about

supporting them

Strongly Agree

Somewhat Agree

Strongly/Somewhat disagree

n=1003 n=1000

89% agree 84% agree

But If You Get It Right…

They’ll Call You George

Where Are You?

Tactical Strategic

Existing

Conversation

One Off

Campaign

Many

CampaignsLive Your

Brand