Edelman Markenstudie brandshare 2013: Ergebnisse Deutschland

it pays to share Germany findings

friend like forward

2

technology &

social media

ushered in new

definitions for

many familiar

words

3

but no word has seen a more

profound shift in meaning than

SHARE

it’s gone from a virtue to a click

?

?

?

?

4

?

? it got us thinking…

what if brands

rediscovered the

virtue of sharing?

if brands were to truly share…

5

what would they have to do?

would people want them to do it?

is there business value in it for them?

?

6 6

to start, we identified 16 sharing behaviors for brands across 6 dimensions

listens and responds thoughtfully

gives many ways to ask questions and give opinions

invites people to share stories/experiences using their products and services with others

enables people to share info/stories/videos with friends

offers brand experiences beyond just using the product

links people and the brand online and in real life through events and activities

[shares] company history or story

communicates openly and transparently about how products are sourced and made

conducts business in ways that align with people’s values

gives back to the community

shares people’s beliefs for helping the world

asks people about their needs

demonstrates it wants people to succeed at what’s important to them

enables people to personalize products

invites people to test products, collaborate on design, and provide feedback

openly offers information on how the brand performs against competitors

7

8

9

6

5

4

3

2

1

13

14

15

16

10

11

12

we then talked to…

countries 8 Brazil, Canada, China, France, Germany, India, UK, USA

industry sectors 12

apparel, auto, beer/wine/spirits, consumer electronics, energy, FMCG, financial services, food & beverage, health & wellness, retail, technology, telecommunications

brands 212 48 multi-national brands, plus approx. 30 “local” brands

per country

11,000 people general online consumer population who report at least a

minimal level of engagement* with brands

online survey 1 30 minute duration

in…

about…

across…

through…

7 *to participate in the survey, respondents had to report participating in a minimum of one brand engaging activity in the last 12 months. brand

engaging activities might include things like visiting a brand website, attending a brand sponsored event, following a brand on Twitter,

wearing branded clothing, etc.

8

16 controlled, distributed sample

brands evaluated 65 48 multi-national brands, plus 17 “local” brands

1,004 people general online population who report at least a minimal level of engagement with brands

in…

about…

in Germany we talked to…

Länder

to find out…

which sharing behaviors are most important to people?

IMPORTANCE

how important are those behaviors and do people want more of them?

INTEREST

do people use, purchase or recommend brands that share?

INTENT

9

10

what we learned…

10

90% of people globally want

brands to share

Q13: You will be presented with things that a brand could do to build and maintain a connection with you or customers like you.

For each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not

enough? [Percent of people who selected “JUST RIGHT” or “NOT ENOUGH”]

11

10% of people globally think

brands do it well

Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND]



enough? [Percent of people who selected “JUST RIGHT” or “NOT ENOUGH”]

12 Q15: please select the statements that you feel apply to [BRAND]. Average % who stated sharing statements applied to [BRAND]

87% of people in Germany want

brands to share

7% of people in Germany think

brands do it well

13

there’s a gap between what’s important to people

and what brands deliver

9%

9%

8%

11%

11%

10%

11%

11%

9%

17%

10%

12%

10%

10%

12%

17%

25%

30%

32%

36%

39%

42%

43%

44%

45%

45%

46%

49%

49%

51%

54%

54%

SD: Enables people to share info/stories/videos with friends

SE: Links people and the brand online and in real life through events and activities

SD: Invites people to share stories/experiences using their products and services with others

SE: Offers brand experiences beyond just using the product

SG: Demonstrates it wants people to succeed at what’s important to them

SV: Shares people’s beliefs for helping the world

SP: Enables people to personalize products

SD: Gives many ways to ask questions and give opinions

SP: Invites people to test products, collaborate on design and provide feedback

SH: [Shares] the company history/story

SV: Conducts business in ways that align with people’s values

SV: Gives back to community

SD: Listens & responds thoughtfully

SG: Asks people about their needs

SV: Communicates openly and transparently about how products are sourced and made

SP: Openly offers information on how the brand performs against competitors

Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that

you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]

Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND]

-37%

-42%

-41%

-39%

-37%

-36%

-28%

-36%

-33%

-32%

-32%

-28%

-25%

-24%

-21%

-16%

gap (performance – importance)

Importance Performance

-35%

-27%

-27%

-23%

-26%

-24%

-25%

-19%

-19%

-16%

-13%

-16%

-9%

-8%

-7%

-6%

14

Germans have more understated expectations overall,

with a relatively higher focus on personalization and lower focus on brand history

Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you. Thinking about brands that

you like, how important is each of the following to you? [5-Point Scale, Top 2 Box]

Q15: please select the statements that you feel apply to [BRAND]. [Average % who stated sharing statements applied to [BRAND]

gap (performance – importance)

3%

4%

4%

6%

5%

11%

9%

7%

8%

4%

6%

5%

10%

6%

12%

8%

9%

11%

12%

15%

21%

24%

25%

26%

27%

29%

30%

31%

33%

33%

39%

43%

SD: Enables people to share info/stories/videos with friends

SE: Links people and the brand online and in real life through events and activities

SD: Invites people to share stories/experiences using their products and services with others

SE: Offers brand experiences beyond just using the product

SV: Shares people's beliefs for helping the world

SH: [Shares] company history or story

SG: Demonstrates it wants people to succeed at what's important to them

SD: Gives many ways to ask questions and give opinions

SV: Conducts business in ways that align with people's values

SP: Invites people to test products, collaborate on design, and provide feedback

SV: Gives back to the community

SD: Listens and responds thoughtfully

SP: Enables people to personalize products

SG: Asks people about their needs

SP: Openly offers information on how the brand performs against competitors

SV: Communicates openly and transparently about how products are sourced and madeImportance Performance

Q16-18a: for each [BRAND] please indicate how likely you are to: [purchase from or use that brand], [recommend that brand to a

friend, colleague or relative], [give that brand a try/increase use] the next time you are purchasing/using the type of product or

service that brand offers

people reward brands that share sharing correlates strongly with actions that drive business value

15

LOW

MODERATE

STRONG

NONE .3

INTENT TO

USE/TRIAL

INTENT TO

PURCHASE

INTENT TO

RECOMMEND

correlation between brands that share and

people’s intent to use/trial, purchase and recommend that brand

.2 .1



service that brand offers 16

despite less overt stated interest, Germans behavior

around sharing brands still strongly drives business

.2

LOW

MODERATE

STRONG

NONE .3

INTENT TO RECOMMEND



INTENT TO

USE/TRIAL

INTENT TO

PURCHASE

.1

LOW

MODERATE



.1

STRONG

* brand performance vs. willingness to recommend

sharing appears to drive business very effectively in Germany,

although conscious enthusiasm is somewhat below global

averages

17

stated importance

Developed

1.0

Global

unmet demand

Global & Developed

1.0

derived importance*

Global & Developed

1.0

0.7 0.6

0.8

0.9

German results indexed to global and developed country averages

18

how can a brand share?

18

19

the six dimensions of sharing

19

we converse

we do things together

we want to achieve the same things

we believe in the same things

we create together

we know the same story

20

each individual dimension of sharing

drives business value

at the far right end of the business value

axis, shared history and shared product

drive the most value for brands globally

but there is also a compounding effect

to sharing. the more dimensions of

sharing you practice, the greater the

business value from each

*illustrative representation

Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative] he next

time you are purchasing/using the type of product or service that brand offers

correlation to consumer intent to recommend

BUSINESS VALUE OF SHARING*

there is a hierarchy of sharing…

21

the y-axis of demand for sharing

shows that more substantive,

involving dimensions are in higher

demand; they are also in scarcer

supply

less demanded forms of sharing tend

to be more prevalent but drive less

business value, possibly because

execution is out of sync with people’s

expectations

history is significantly more influential

than its demand would suggest

*illustrative representation

Q13: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you.


enough? [% selected NOT ENOUGH]. Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a

friend, colleague or relative] he next time you are purchasing/using the type of product or service that brand offers



DEM

AN

D F

OR

SH

AR

ING

* co

nsu

mer

s w

ho

des

ire

mo

re

GREATER UNMET DEMAND

STRONGER

LINK TO

CONSUMER

BEHAVIOR

but there is more to the story

22

*Illustrative representation


For each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not

enough? [NOT ENOUGH]. Q18a: For each [BRAND] please indicate how likely you are to recommend that brand to a friend,

colleague or relative] he next time you are purchasing/using the type of product or service that brand offers



DEM

AN

D F

OR

SH

AR

ING

* co

nsu

mer

s w

ho

des

ire

mo

re

GREATER UNMET DEMAND

STRONGER LINK

TO CONSUMER

BEHAVIOR

in Germany, unmet demand is high for higher order sharing,

with shared goals a distinctive driver ahead of values

spark a meaningful conversation

SHARED

DIALOG

listens and responds thoughtfully

gives many ways to ask questions and give opinions

invites people to share stories/experiences using their products

and services with others

enables people to share info/ stories/videos with friends

4

3

2

1

shared dialog is the first step

toward sharing your brand with

people of all ages

on average, 40% of people want your brand to

engage in more meaningful conversations with them

people want you to listen, show genuine interest and, most importantly, act on what you hear

% of people who want brands to do more listening and thoughtful responding to their opinions [by age group]

Q1: you will be presented with things that a brand could do to build and maintain a connection with you or customers like you. For

each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?

[% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ] 24

25

% of people who want brands to do more listening and thoughtful responding to their opinions [by age group]


each one tell us if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?

[% selected NOT ENOUGH for “Listen and Respond Thoughtfully” ]

on average, 38% of people in Germany

want brands to do more listening and

more thoughtful responding

German desire for conversation

is slightly more age dependent:

youth are more enthused, older people somewhat less so

26

AXE* Voices, the brand’s community

managers, create and distribute

lifestyle and product content across

social channels and spend hours

every day responding to virtually

every comment or message directed

at the brand. by humanizing the

brand, AXE has attracted almost 4.5

million fans. AXE likes what its fans like

and engages with its community to

show fans that AXE is more than just a

can of body spray.

CASE

STUDY

26

*Edelman Client

make every occasion special

SHARED

EXPERIENCE

offers brand experiences beyond just using the product

links people and the brand online and in real life through events and activities

6

5

Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you.

Thinking about brands that you like, how important is each of the following to you? [5 Point Scale, Top 2 Box: Average: “Creates

experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “]

experiences need to be about people, not about your brand

28

people everywhere want to share experiences with brands people in developing markets are particularly enthusiastic, yet in developed markets the novelty seems to be wearing thin

the study suggests shared experiences need to be as much about people’s interests as they are about products to rekindle their business value

Q10: you will be presented with things that a brand can do to build and maintain a connection with you or customers like you.

Thinking about brands that you like, how important is each of the following to you? [5 Point Scale, Top 2 Box: Average: “Creates

experiences beyond just using the product” and “Gives me ways to link up online and in real life through fun events and activities “] 29

demand for shared experiences in Germany is similar to other developed markets 75% of people in Germany want shared experiences—although they seem underutilized as a sharing platform and their impact could grow through a greater focus on people’s

interests beyond a product

30

CASE

STUDY

30

Heineken's* Departure Roulette recognized and rewarded its audiences' thirst for spontaneity and adventure with an airport-based

experience that enticed people to take a leap of faith by trading in the air tickets in their hands for a trip to an unknown destination. this experience was as much about

people’s desire for adventure as it was about the brand’s positioning.

*Edelman Client

lend an ear and a ladder

SHARED

GOALS

asks people about their needs

demonstrates it wants people to succeed at what’s important to them

7

8

whether it’s being a great parent or having a

secure financial future, 90% of people recognize and value the role that brands play in enabling the achievement of goals

but people would rather be asked what they need before being told how to get there

this is most true in product categories where people aren’t always confident in their knowledge or expertise, such as financial services and technology

people want brands to help them reach goals

% of people who think brands asking about their needs rather

than just telling them about their products is one of the most

important sharing behaviors [by industry category]

Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about

my needs and doesn’t just try to sell me products”] 32

33 Q11: Please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [% selected “Asks me about

my needs and doesn’t just try to sell me products”]

% of people who think brands asking about their needs rather

than just telling them about their products is one of the most

important sharing behaviors [by industry category]

91% of people in Germany appreciate the

role that brands play in enabling the achievement of goals

and unlike most other markets, they respond more favorably to shared goals than shared values, placing a high value on brands that

engage with them directly around their needs

people in Germany appreciate and respond to brands that share their goals

34

Adidas* understands that people's

performance aspirations are as

individual as they are. the brand

literally lives, runs and practices with

people to understand their goals

and motivations.

the brand recently asked dozens of

women to photograph something

that motivated them to work out

and the result challenged the

brand’s preconceptions about

people’s goals and informed new

product development.

CASE

STUDY

34

*Edelman Client

stand up for what you stand for

SHARED

VALUES

communicates openly and transparently about how products are sourced and made

conducts business in ways that

align with people’s values

gives back to the community

shares people’s beliefs for helping the world

9

10

11

12

you can place a value on your brand’s values 92% of people want to do business

with companies that share their beliefs a strong correlation proves that people buy, use and recommend products whose values they share

LOW

MODERATE

STRONG

NONE .3

correlation between brands that demonstrate shared values and consumers’ intent to recommend that

brand

Q18a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next

time you are purchasing/using the type of product or service that brand offers 36

LOW

NONE .3

correlation between brands that demonstrate shared values and consumers’ intent to recommend that

brand



STRONG

MODERATE

people in Germany expect your values to be self-evident similar to the rest of the world, 92% of

people in Germany want to do business with companies that share their beliefs the positive correlation to business outcomes is somewhat lower, yet

high unmet demand indicates mismatched values will likely cost you customers who drop you from their consideration set

translate your values into tangible actions

nearly 50% of people want you to be more open and transparent about how your products are made and sourced

4 in 10 people want you do more to give

back to the community

% of people who want brands to share more of their values



enough? [% selected NOT ENOUGH] 38

% of people who want brands to share more of their values



enough? [% selected NOT ENOUGH] 39

demand for shared values

in Germany is equally high

almost half of people in Germany want

more transparency around sourcing, and about 4 in 10 want brands to offer greater help for communities as well as share their beliefs on how to help the world

40

Mars* is a model of transparency and a global force for good in

sustainable cocoa sourcing and supply chain management. the brand has invested heavily in research and local agriculture and pledged to buy 100% of its cocoa, coffee, tea, fish and palm oil from

third-party certified sustainable sources by 2020, which can be tracked on its website.

CASE

STUDY

40

*Edelman Client

you’ve got to give to get

SHARED

PRODUCT

enables people to personalize products

invites people to test products,

collaborate on design, and provide feedback

openly offers information on how the brand performs against competitors

13

14

15

% of consumers who want opportunities to share in the design &

development process

if they could, they would come to your

R&D labs, your design studios or

anywhere else products are designed

and developed

9 out of 10 people want a hand in creating your products

people have a lot to give…


each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [%

selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”] 42

43

% of consumers who want opportunities to share in the design &

development process


each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough? [%

selected JUST RIGHT or NOT ENOUGH for “Invites me to test products, collaborate on design and provide feedback”]

93% of people in Germany want a hand in creating your products—

providing more opportunities to do so

should further elevate its impact on

business outcomes

people in Germany are

particularly keen to participate

rank of openly sharing product

performance data vs. other sharing behaviors based on stated importance

9 out of 10 people want you to be as

transparent about your products’ performance as you are about your

values

it’s the most important of all the

brandshare behaviors in seven out

of twelve tested industries

it’s critical that what they

receive in return is honest and open


each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?

[% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11:

please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly

share information on how the brand compares with competitors”] 44

TECHNOLOGY

ELECTRONICS

AUTOMOTIVE

APPAREL

BEER, WINE, SPIRITS

RETAIL

FMCG/CPG

TRANSPARENCY IS

MOST IMPORTANT IN:

rank of openly sharing product

performance data vs. other sharing behaviors based on stated importance

93% of people in Germany want you to be as transparent about your products’ performance as you are about your values

in Germany, transparency about your products’ performance emerged as the most important of all the brandshare behaviors in seven out of twelve tested industries


each one tell us, if you feel that the brands that you like are currently doing each of these things too much, just right, or not enough?

[% selected JUST RIGHT or NOT ENOUGH for “They openly share information on how the brand compares with competitors”] Q11:

please select the things you feel are most important for a brand to do in [INDUSTRY CATEGORY]? [average % selected “They openly

share information on how the brand compares with competitors”] 45

TECHNOLOGY

ELECTRONICS

AUTOTOMOTIVE

APPAREL

FMCG/CPG

BEER, WINE, SPIRITS

RETAIL

TRANSPARENCY IS

MOST IMPORTANT IN:

Germans also highly value honesty and openness

46

Adobe* understands that a product

made with people best serves

people‘s needs, so the company

invites people to beta test their

products. these open and public

previews actively ask people to

experience and evaluate new

products, innovations and

technologies.

Adobe’s recent invitation to beta test

Adobe® Photoshop® Lightroom® marks

the fifth consecutive version Adobe

has offered for public preview and

testing prior to its final release.

CASE

STUDY

46

*Edelman Client

where you came from shapes where you’re going

SHARED

HISTORY

shares company history or story 16

although people don’t explicitly demand that brands share their history, a shared, open brand

heritage is one of the most powerful predictors of people’s intent to purchase or recommend your brand

your history is secretly

seductive



LOW

MODERATE

STRONG

NONE

correlation between brands that share their history and people’s intent to recommend that brand

.3

48



LOW

MODERATE

NONE

correlation between brands that share their history and people’s intent to recommend that brand

.3

49

Global

STRONG

your history is secretly

seductive in Germany

as well

stated demand that brands share their history remains low in Germany, yet a shared, open brand heritage remains the most powerful predictor of their intent to purchase or recommend your

brand

50

CASE

STUDY

50

Volkswagen* is among the most

storied of all auto brands and one

that embraces its roots even as it

innovates the cars it brings to market.

The brand's "Why VW" online platform

showcases its history as a brand by

and for the people. recognizing that

many people have -- and want to

share -- stories about their own history

with the brand, “Why VW" solicits and

showcases people's own stories

about their history and experiences

with Volkswagen.

®

*Edelman Client

what can you do?

51 51

52

change your marketing communications ethos

migrate from a linear, push model to an inclusive sharing model

old model new model

53

harmonize your narrative

create a single brand narrative with consumer needs

and interests at the center

54

integrate your sharing

redesign your existing engagement channels and properties to

incorporate higher-value sharing



service that brand offers

it pays to share

55

LOW

MODERATE

STRONG

NONE .3

INTENT TO

USE/TRIAL

INTENT TO

PURCHASE

INTENT TO

RECOMMEND



.2 .1

it pays to share

[email protected]

+1 212 729 2500

57

mailto:[email protected]

mailto:[email protected]

appendix: brandshare methodology

58

59

we measured the business value of sharing

when you ask people directly, they say they want brands to share

but to prove that sharing pays we asked people to rate how well individual brands share. we then asked people if they purchase, use and recommend those same brands

we analyzed the correlation between the two to understand the connection between peoples’ opinions and their actions when brands share this correlation is a predictive, reliable estimate of the

value of sharing

we focus on the

correlation with people’s

willingness “to

recommend” a brand

because it’s considered

the most reliable

predictor of future

behavior

LOW

MODERATE

STRONG

NONE

correlation between brand sharing behaviors and people’s intent to recommend

.3

Qf8a: for each [BRAND] please indicate how likely you are to recommend that brand to a friend, colleague or relative the next


all six dimensions drive business value

a guide on how to read correlations

correlation to consumer intent to recommend DERIVED IMPORTANCE*

UN

MET

DEM

AN

D*

con

sum

ers

wh

o d

esir

e m

ore

GREATER UNMET

DEMAND

STRONGER

LINK TO

CONSUMER

BEHAVIOR

HIGHER

STRATEGIC

PRIORITY OF

THE SHARING

BEHAVIOR

LOW

MODERATE

STRONG

NONE .3

correlation between a brand’s perceived sharing and people’s intent to purchase,

recommend, use/trial that brand

correlation coefficient

when correlating individual attitudes with intended

behavior, coefficients over 0.2 should be

considered meaningful and “strong”

it should be noted that these correlations measure a

multifaceted relationship vs. more straightforward

correlations between 2 related attitudinal

statements

to prioritize different types of sharing, we

compared their business importance against

those with the greatest unmet consumer

demand (i.e. those behaviors people “want

more” of from brands they like)

61

Edelman Markenstudie brandshare 2013: Ergebnisse Deutschland

Marketing