Tim Wragg, CEO Millward Brown Europe. Ideals – the ultimate growth driver. Idag är det viktigare än någonsin att skapa äkta och meningsfulla relationer till sina kunder. Forskning visar att företag som bygger djupare relationer till sina kunder och associeras med högre ideal och mänskliga värderingar också har den största finansiella tillväxten. Om vikten av att skapa mervärde och gå från produkt till syfte, från vad till varför.

2. Ideals: The ultimate
driver of growth
TIM WRAGG, CEO EUROPE
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3. “Marketing must rethink its
purpose. We must apply life's
lessons — generosity, love, humor,
and empathy— so that marketing
inspires life, and life inspires
marketing”
Jim Stengel
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4. The Starting Point
What brands have grown their bond with consumers
and their financial value the most over the past decade?
What can we learn from them?
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5. Millward Brown’s Role
A multidisciplinary team led by Millward Brown Optimor,
MB Global Solutions & the Neuroscience Practice served as
chief research partner and strategic advisor to Jim Stengel
We identified the top 50 High-Growth Brands that created
the strongest bond with their customers AND delivered
the highest financial growth over the past decade
Using company deep dives and implicit and explicit research
techniques, we uncovered and validated the common recipe
that drives growth and profit at the world’s best brands
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6. Our Approach to Identifying the Best Brands
1 2 3
MB Equity Brand Growth 50 High-Growth
Database Brands
Leveraged the most Measured growth in Identified best brands
comprehensive consumer bonding and known as
equity database in the brand financial value “Stengel 50”
world over the past 10 years
6 Source: Millward Brown Optimor & Jim Stengel Study of Business Growth

7. Top 50 High-Growth Brands
7 Source: Millward Brown Optimor & Jim Stengel Study of Business Growth

8. The Stengel 50 Outperform the Market
382.3%
-7.9%
The High-Growth Brands, as represented by the 42 public companies
within the top 50, collectively outperformed the S&P 500 by almost 400%
over the past 10 years
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9. THE BEST BRANDS
are built on
Not what people buy, but what they buy into
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10. 10

11. Live in harmony—with oneself,
with others, and with nature.

12. Democratize
fashion.

13. Be Fabulous.

14. Create human connection.

15. Where does an ideal come from?
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16. The Source of a Brand Ideal
Brand’s Employee's Beliefs
Heritage & Values
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17. How do Ideals transform
businesses and organizations?
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18. Ideals Inspire and Guide All Activities
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19. Ideals Inspire and Guide All Activities
PRODUCT &
EXPERIENCE
EXCELLENCE
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20. To build a
Smarter Planet

21. Product and Experience Excellence inspired by the Ideal
Smarter Power New Intelligence Smarter Resources
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22. Inspire a happy,
healthy home.

23. Live through Design
'We treat design as our media'
–Eric Ryan, Co-founder
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24. “The Starbucks experience must provide human connection in cherished
moments, around the world, one cup at a time” - Howard Schultz

25. Product excellence & Multi sensory experiences
Starbucks is more than coffee, but without coffee, we have no
reason to exist” – Howard Schultz
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26. Deliver Product and Experience Excellence
Product Performance Innovation inspired
as table stakes by the Ideal
Built through Deliver multi-sensory
Design experience
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27. Ideals Inspire and Guide All Activities
BRAND
ALIGNED
ORGANIZATION
& CULTURE
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29. Brand Aligned Organization and Culture
Led by Brand Artists Ideal as compass for
and Guardians all decisions
One Brand, One Employees are the
organization brand
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30. Ideals Inspire and Guide All Activities
CUSTOMER
ENGAGEMENT
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31. To care for babies’ happy,
healthy development.
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32. Co-create and dialogue
Connect moms to services Launched the Pampers.com
and information that help online parents resource &
her as a parent. ‘Hello Baby’ iPhone app.

33. Take a point of view, Act Big and Build Buzz
Improve the lives of all babies, Partner with UNICEF to
including those in greatest need. eradicate Tetanus.

34. Customer Engagement
Act Big &
One Voice
Build Buzz
Co-create and
Create Collections
Dialogue
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35. Road map to accelerate brand growth

36. More stakeholders, customers,
employees, and communities want
their business to have a purpose
bigger than their product.
— M AT S L E D E R H A U S E N ,
F O R M E R P R E S I D E N T, M C D O N A L D ’ S
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37. are you ready to
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38. Thank you!
T I M W R A G G , E U R O P E A N C E O , M I L LW A R D B R O W N
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