1.
United We Brand
October 17, 2017

2.
MAJOR CHALLENGES
Bigger opportunities

3.
It’s a Big World Out There It’s a Big World Out There…

4.
Everyone is Talking

5.
Digital Platforms Are Today’s (Very Big) Town Hall

6.
So Many Ways to Understand

7.
Digital Platforms Are Today’s (Very Big) Town Hall

8.
TARGET AUDIENCE: 7.3B

9.
WHAT DO
PEOPLE WANT?

10.
EVIDENCE
SOLUTIONS
PEOPLE

11.
Good education
BETTER HEALTHCARE
more JOB OPPORTUNITIES
RESPONSIVE GOVERNMENT
AFFORDABLE & NUTRITIOUS FOOD

12.
goals

13.
7,000,000,000

14.
43%
Under 25

15.
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

16.
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

17.
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
INCREASEINPOSITIVITY
HOW CAMPAIGNS IMPACT BRAND SENTIMENT

18.
People Want To Feel Connected
Wunderman/PSB Survey on Wantedness,
Jan 2017

19.
Their Values Need to Be Your Values
Their Values
Need to Be Your
Values
Wunderman/PSB Survey on Wantedness,
Jan 2017

20.
70% OF MILLENNIALS
want to work for a
PURPOSEFUL COMPANY

21.
94%

22.
You Will Be Weighed and Measured…
You Will Be Weighed and Measured…

23.
• 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

24.
And If You Are Found Wanting, They'll Dump You

25.
• 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
15
10
4 2
53
18
13
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

26.
• 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
57
56
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…

27.
They’ll Call You George

28.
Where Are You?
Tactical Strategic
Existing
Conversation
One Off
Campaign
Many
Campaigns
Live Your
Brand