Our proprietary research study Meaningful Brands (that spans 350,000 people worldwide, 31 markets, 22 industries, and 1,800 brands each year) discovered that:
77%
of brands could disappear and no one would care
84%
of consumers think companies, and brands should communicate honestly about their commitments and promises
58%
of the content provided by brands is not meaningful to consumers
It’s these key findings that have lead to the creation of our Meaningful Brands strategic framework. A unique approach that has allowed us to understand that a brand’s value — how meaningful it is to its consumers — is defined by a combination of ‘functional,’ ‘personal,’ and ‘collective’ benefits.
Used across strategy and planning teams in all our agencies around the world, Meaningful Brands acts as the ‘glue’ in our integrated process and provides a common approach to strategic thinking to ensure we deliver meaningful business growth for our clients.
