SlideShare ist ein Scribd-Unternehmen logo
1 von 38
Downloaden Sie, um offline zu lesen
United We Brand
October 17, 2017
MAJOR CHALLENGES
Bigger 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 DO
PEOPLE WANT?
EVIDENCE
SOLUTIONS
PEOPLE
Good education
BETTER HEALTHCARE
more JOB OPPORTUNITIES
RESPONSIVE 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
INCREASEINPOSITIVITY
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 Your
Values
Wunderman/PSB Survey on Wantedness,
Jan 2017
70% OF MILLENNIALS
want 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
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
• 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…
They’ll Call You George
Where Are You?
Tactical Strategic
Existing
Conversation
One Off
Campaign
Many
Campaigns
Live Your
Brand

Weitere ähnliche Inhalte

Ähnlich wie PSB + Aga Khan Foundation: United We Brand

Decision scan intuitive branding master.ppt rev 1
Decision scan intuitive branding master.ppt rev 1Decision scan intuitive branding master.ppt rev 1
Decision scan intuitive branding master.ppt rev 1Kim Wallace
 
Creating and activating Scope’s brand story | The power of human stories conf...
Creating and activating Scope’s brand story | The power of human stories conf...Creating and activating Scope’s brand story | The power of human stories conf...
Creating and activating Scope’s brand story | The power of human stories conf...CharityComms
 
Making the case. Making the case for comms, workshop, 22 October 2014.
Making the case. Making the case for comms, workshop, 22 October 2014.Making the case. Making the case for comms, workshop, 22 October 2014.
Making the case. Making the case for comms, workshop, 22 October 2014.CharityComms
 
Orange square presentation
Orange square presentationOrange square presentation
Orange square presentationKim Wallace
 
Breakout D: A brand platform for delivering campaigns - Age UK. Brand develop...
Breakout D: A brand platform for delivering campaigns - Age UK. Brand develop...Breakout D: A brand platform for delivering campaigns - Age UK. Brand develop...
Breakout D: A brand platform for delivering campaigns - Age UK. Brand develop...CharityComms
 
The Narrative Project - Overview Deck July 2014
The Narrative Project - Overview Deck July 2014The Narrative Project - Overview Deck July 2014
The Narrative Project - Overview Deck July 2014James North
 
The Huge Power of Small: Create a Customer Service Experience - Triple Play 2021
The Huge Power of Small: Create a Customer Service Experience - Triple Play 2021The Huge Power of Small: Create a Customer Service Experience - Triple Play 2021
The Huge Power of Small: Create a Customer Service Experience - Triple Play 2021Antoine Dupont
 
RNIB - integrating across channel and function. Integration: breaking down th...
RNIB - integrating across channel and function. Integration: breaking down th...RNIB - integrating across channel and function. Integration: breaking down th...
RNIB - integrating across channel and function. Integration: breaking down th...CharityComms
 
Bridging the Generations Among Farmers, Ranchers & Associations (6 15 11)
Bridging the Generations Among Farmers, Ranchers & Associations  (6 15 11)Bridging the Generations Among Farmers, Ranchers & Associations  (6 15 11)
Bridging the Generations Among Farmers, Ranchers & Associations (6 15 11)Steve Drake
 
Customer service manifesto
Customer service manifestoCustomer service manifesto
Customer service manifestoRetail360
 
A part of conversation questions for the esl classroom
A part of conversation questions for the esl classroomA part of conversation questions for the esl classroom
A part of conversation questions for the esl classroomAnita Mutia
 
CEO Institute Breakfast Syndicate 25
CEO Institute Breakfast Syndicate 25CEO Institute Breakfast Syndicate 25
CEO Institute Breakfast Syndicate 25Square Holes
 
At Your Service: A Path to Brand Leadership and Good Business in Your Community
At Your Service: A Path to Brand Leadership and Good Business in Your CommunityAt Your Service: A Path to Brand Leadership and Good Business in Your Community
At Your Service: A Path to Brand Leadership and Good Business in Your CommunitytheGrapevine411
 
The Great Debate: millennials or Boomers?
The Great Debate: millennials or Boomers?The Great Debate: millennials or Boomers?
The Great Debate: millennials or Boomers?KEPHART
 
Youth Lingo in India and Media Innovation by Dhrumin Pandya
Youth Lingo in India and Media Innovation by Dhrumin PandyaYouth Lingo in India and Media Innovation by Dhrumin Pandya
Youth Lingo in India and Media Innovation by Dhrumin PandyaDhrumin Pandya
 
DecisionSCAN presentation 2013 Surprising New Data on Intuitive Decision Making
DecisionSCAN presentation 2013 Surprising New Data on Intuitive Decision MakingDecisionSCAN presentation 2013 Surprising New Data on Intuitive Decision Making
DecisionSCAN presentation 2013 Surprising New Data on Intuitive Decision MakingKim Wallace
 
English conversation
English conversationEnglish conversation
English conversationvenvannakh
 

Ähnlich wie PSB + Aga Khan Foundation: United We Brand (20)

Decision scan intuitive branding master.ppt rev 1
Decision scan intuitive branding master.ppt rev 1Decision scan intuitive branding master.ppt rev 1
Decision scan intuitive branding master.ppt rev 1
 
Creating and activating Scope’s brand story | The power of human stories conf...
Creating and activating Scope’s brand story | The power of human stories conf...Creating and activating Scope’s brand story | The power of human stories conf...
Creating and activating Scope’s brand story | The power of human stories conf...
 
Making the case. Making the case for comms, workshop, 22 October 2014.
Making the case. Making the case for comms, workshop, 22 October 2014.Making the case. Making the case for comms, workshop, 22 October 2014.
Making the case. Making the case for comms, workshop, 22 October 2014.
 
Orange square presentation
Orange square presentationOrange square presentation
Orange square presentation
 
Breakout D: A brand platform for delivering campaigns - Age UK. Brand develop...
Breakout D: A brand platform for delivering campaigns - Age UK. Brand develop...Breakout D: A brand platform for delivering campaigns - Age UK. Brand develop...
Breakout D: A brand platform for delivering campaigns - Age UK. Brand develop...
 
The Narrative Project - Overview Deck July 2014
The Narrative Project - Overview Deck July 2014The Narrative Project - Overview Deck July 2014
The Narrative Project - Overview Deck July 2014
 
The Huge Power of Small: Create a Customer Service Experience - Triple Play 2021
The Huge Power of Small: Create a Customer Service Experience - Triple Play 2021The Huge Power of Small: Create a Customer Service Experience - Triple Play 2021
The Huge Power of Small: Create a Customer Service Experience - Triple Play 2021
 
RNIB - integrating across channel and function. Integration: breaking down th...
RNIB - integrating across channel and function. Integration: breaking down th...RNIB - integrating across channel and function. Integration: breaking down th...
RNIB - integrating across channel and function. Integration: breaking down th...
 
Bridging the Generations Among Farmers, Ranchers & Associations (6 15 11)
Bridging the Generations Among Farmers, Ranchers & Associations  (6 15 11)Bridging the Generations Among Farmers, Ranchers & Associations  (6 15 11)
Bridging the Generations Among Farmers, Ranchers & Associations (6 15 11)
 
Customer service manifesto
Customer service manifestoCustomer service manifesto
Customer service manifesto
 
A part of conversation questions for the esl classroom
A part of conversation questions for the esl classroomA part of conversation questions for the esl classroom
A part of conversation questions for the esl classroom
 
CEO Institute Breakfast Syndicate 25
CEO Institute Breakfast Syndicate 25CEO Institute Breakfast Syndicate 25
CEO Institute Breakfast Syndicate 25
 
At Your Service: A Path to Brand Leadership and Good Business in Your Community
At Your Service: A Path to Brand Leadership and Good Business in Your CommunityAt Your Service: A Path to Brand Leadership and Good Business in Your Community
At Your Service: A Path to Brand Leadership and Good Business in Your Community
 
The Great Debate: millennials or Boomers?
The Great Debate: millennials or Boomers?The Great Debate: millennials or Boomers?
The Great Debate: millennials or Boomers?
 
Saaf 2011
Saaf 2011 Saaf 2011
Saaf 2011
 
Connections Planning
Connections PlanningConnections Planning
Connections Planning
 
Youth Lingo in India and Media Innovation by Dhrumin Pandya
Youth Lingo in India and Media Innovation by Dhrumin PandyaYouth Lingo in India and Media Innovation by Dhrumin Pandya
Youth Lingo in India and Media Innovation by Dhrumin Pandya
 
DecisionSCAN presentation 2013 Surprising New Data on Intuitive Decision Making
DecisionSCAN presentation 2013 Surprising New Data on Intuitive Decision MakingDecisionSCAN presentation 2013 Surprising New Data on Intuitive Decision Making
DecisionSCAN presentation 2013 Surprising New Data on Intuitive Decision Making
 
Dating with SIVA
Dating with SIVADating with SIVA
Dating with SIVA
 
English conversation
English conversationEnglish conversation
English conversation
 

Mehr von Brandwatch

Identifying and Analyzing a target audience with Analytics
Identifying and Analyzing a target audience with Analytics Identifying and Analyzing a target audience with Analytics
Identifying and Analyzing a target audience with Analytics Brandwatch
 
Brand protection & Crisis Aversion
Brand protection & Crisis AversionBrand protection & Crisis Aversion
Brand protection & Crisis AversionBrandwatch
 
Leveraging Insights with Creative Segmentation
Leveraging Insights with Creative SegmentationLeveraging Insights with Creative Segmentation
Leveraging Insights with Creative SegmentationBrandwatch
 
Life As a Brandwatch Analyst
Life As a Brandwatch AnalystLife As a Brandwatch Analyst
Life As a Brandwatch AnalystBrandwatch
 
Intelligence: The Fundamentals
Intelligence: The Fundamentals Intelligence: The Fundamentals
Intelligence: The Fundamentals Brandwatch
 
Control vs. Culture: The New Technology Operating Environment
Control vs. Culture: The New Technology Operating EnvironmentControl vs. Culture: The New Technology Operating Environment
Control vs. Culture: The New Technology Operating EnvironmentBrandwatch
 
Collective creativity for better intelligence
Collective creativity for better intelligenceCollective creativity for better intelligence
Collective creativity for better intelligenceBrandwatch
 
Ethics and humanity in the age of technology
Ethics and humanity in the age of technology Ethics and humanity in the age of technology
Ethics and humanity in the age of technology Brandwatch
 
Digital transformation in a regulated industry
Digital transformation in a regulated industry Digital transformation in a regulated industry
Digital transformation in a regulated industry Brandwatch
 
Emotional Intelligence
Emotional Intelligence Emotional Intelligence
Emotional Intelligence Brandwatch
 
25 things we learned analyzing billions of tweets
25 things we learned analyzing billions of tweets   25 things we learned analyzing billions of tweets
25 things we learned analyzing billions of tweets Brandwatch
 
Ditch the Label and Brandwatch: Mental Health Study, 2017
Ditch the Label and Brandwatch: Mental Health Study, 2017Ditch the Label and Brandwatch: Mental Health Study, 2017
Ditch the Label and Brandwatch: Mental Health Study, 2017Brandwatch
 
Telling a story with your social insights
Telling a story with your social insightsTelling a story with your social insights
Telling a story with your social insightsBrandwatch
 
Combining Brandwatch and non Brandwatch data using Vizia 2
Combining Brandwatch and non Brandwatch data using Vizia 2Combining Brandwatch and non Brandwatch data using Vizia 2
Combining Brandwatch and non Brandwatch data using Vizia 2Brandwatch
 
How can social listening help to determine ROI?
How can social listening help to determine ROI?How can social listening help to determine ROI?
How can social listening help to determine ROI?Brandwatch
 
One step ahead: How Co-op uses Brandwatch to inform their business
One step ahead: How Co-op uses Brandwatch to inform their businessOne step ahead: How Co-op uses Brandwatch to inform their business
One step ahead: How Co-op uses Brandwatch to inform their businessBrandwatch
 
Today’s Reality: Managing & Monitoring Campus Crises through Social Media
Today’s Reality: Managing & Monitoring Campus Crises through Social MediaToday’s Reality: Managing & Monitoring Campus Crises through Social Media
Today’s Reality: Managing & Monitoring Campus Crises through Social MediaBrandwatch
 
Social Truth: Revealing what Truly Matters to Customers
Social Truth: Revealing what Truly Matters to CustomersSocial Truth: Revealing what Truly Matters to Customers
Social Truth: Revealing what Truly Matters to CustomersBrandwatch
 
Social Maturity
Social MaturitySocial Maturity
Social MaturityBrandwatch
 
Creating a Socially-Intelligent Pharma Enterprise
Creating a Socially-Intelligent Pharma EnterpriseCreating a Socially-Intelligent Pharma Enterprise
Creating a Socially-Intelligent Pharma EnterpriseBrandwatch
 

Mehr von Brandwatch (20)

Identifying and Analyzing a target audience with Analytics
Identifying and Analyzing a target audience with Analytics Identifying and Analyzing a target audience with Analytics
Identifying and Analyzing a target audience with Analytics
 
Brand protection & Crisis Aversion
Brand protection & Crisis AversionBrand protection & Crisis Aversion
Brand protection & Crisis Aversion
 
Leveraging Insights with Creative Segmentation
Leveraging Insights with Creative SegmentationLeveraging Insights with Creative Segmentation
Leveraging Insights with Creative Segmentation
 
Life As a Brandwatch Analyst
Life As a Brandwatch AnalystLife As a Brandwatch Analyst
Life As a Brandwatch Analyst
 
Intelligence: The Fundamentals
Intelligence: The Fundamentals Intelligence: The Fundamentals
Intelligence: The Fundamentals
 
Control vs. Culture: The New Technology Operating Environment
Control vs. Culture: The New Technology Operating EnvironmentControl vs. Culture: The New Technology Operating Environment
Control vs. Culture: The New Technology Operating Environment
 
Collective creativity for better intelligence
Collective creativity for better intelligenceCollective creativity for better intelligence
Collective creativity for better intelligence
 
Ethics and humanity in the age of technology
Ethics and humanity in the age of technology Ethics and humanity in the age of technology
Ethics and humanity in the age of technology
 
Digital transformation in a regulated industry
Digital transformation in a regulated industry Digital transformation in a regulated industry
Digital transformation in a regulated industry
 
Emotional Intelligence
Emotional Intelligence Emotional Intelligence
Emotional Intelligence
 
25 things we learned analyzing billions of tweets
25 things we learned analyzing billions of tweets   25 things we learned analyzing billions of tweets
25 things we learned analyzing billions of tweets
 
Ditch the Label and Brandwatch: Mental Health Study, 2017
Ditch the Label and Brandwatch: Mental Health Study, 2017Ditch the Label and Brandwatch: Mental Health Study, 2017
Ditch the Label and Brandwatch: Mental Health Study, 2017
 
Telling a story with your social insights
Telling a story with your social insightsTelling a story with your social insights
Telling a story with your social insights
 
Combining Brandwatch and non Brandwatch data using Vizia 2
Combining Brandwatch and non Brandwatch data using Vizia 2Combining Brandwatch and non Brandwatch data using Vizia 2
Combining Brandwatch and non Brandwatch data using Vizia 2
 
How can social listening help to determine ROI?
How can social listening help to determine ROI?How can social listening help to determine ROI?
How can social listening help to determine ROI?
 
One step ahead: How Co-op uses Brandwatch to inform their business
One step ahead: How Co-op uses Brandwatch to inform their businessOne step ahead: How Co-op uses Brandwatch to inform their business
One step ahead: How Co-op uses Brandwatch to inform their business
 
Today’s Reality: Managing & Monitoring Campus Crises through Social Media
Today’s Reality: Managing & Monitoring Campus Crises through Social MediaToday’s Reality: Managing & Monitoring Campus Crises through Social Media
Today’s Reality: Managing & Monitoring Campus Crises through Social Media
 
Social Truth: Revealing what Truly Matters to Customers
Social Truth: Revealing what Truly Matters to CustomersSocial Truth: Revealing what Truly Matters to Customers
Social Truth: Revealing what Truly Matters to Customers
 
Social Maturity
Social MaturitySocial Maturity
Social Maturity
 
Creating a Socially-Intelligent Pharma Enterprise
Creating a Socially-Intelligent Pharma EnterpriseCreating a Socially-Intelligent Pharma Enterprise
Creating a Socially-Intelligent Pharma Enterprise
 

Kürzlich hochgeladen

Personal Branding Lecture for Advanced Digital & Social Media Strategy at UCL...
Personal Branding Lecture for Advanced Digital & Social Media Strategy at UCL...Personal Branding Lecture for Advanced Digital & Social Media Strategy at UCL...
Personal Branding Lecture for Advanced Digital & Social Media Strategy at UCL...Valters Lauzums
 
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...soumyapottola
 
Basic overview of nerve conduction studies
Basic overview of nerve conduction studiesBasic overview of nerve conduction studies
Basic overview of nerve conduction studiesDrAbdulAli1
 
Scootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City DeliveryScootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City Deliveryrishi338139
 
Principles of Management Touchstone 4 Template APPLE INC.ppt.pptx
Principles of Management Touchstone 4 Template APPLE INC.ppt.pptxPrinciples of Management Touchstone 4 Template APPLE INC.ppt.pptx
Principles of Management Touchstone 4 Template APPLE INC.ppt.pptxvirginiagaddafi
 
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunityDon't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunityApp Ethena
 
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08LloydHelferty
 
GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024GESCO SE
 
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...Sebastiano Panichella
 
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptxerickamwana1
 
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...Sebastiano Panichella
 

Kürzlich hochgeladen (11)

Personal Branding Lecture for Advanced Digital & Social Media Strategy at UCL...
Personal Branding Lecture for Advanced Digital & Social Media Strategy at UCL...Personal Branding Lecture for Advanced Digital & Social Media Strategy at UCL...
Personal Branding Lecture for Advanced Digital & Social Media Strategy at UCL...
 
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
Understanding Post Production changes (PPC) in Clinical Data Management (CDM)...
 
Basic overview of nerve conduction studies
Basic overview of nerve conduction studiesBasic overview of nerve conduction studies
Basic overview of nerve conduction studies
 
Scootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City DeliveryScootsy Overview Deck - Pan City Delivery
Scootsy Overview Deck - Pan City Delivery
 
Principles of Management Touchstone 4 Template APPLE INC.ppt.pptx
Principles of Management Touchstone 4 Template APPLE INC.ppt.pptxPrinciples of Management Touchstone 4 Template APPLE INC.ppt.pptx
Principles of Management Touchstone 4 Template APPLE INC.ppt.pptx
 
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunityDon't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
Don't Miss Out: Strategies for Making the Most of the Ethena DigitalOpportunity
 
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
Sunlight Spectacle 2024 Practical Action Launch Event 2024-04-08
 
GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024GESCO SE Press and Analyst Conference on Financial Results 2024
GESCO SE Press and Analyst Conference on Financial Results 2024
 
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
Testing and Development Challenges for Complex Cyber-Physical Systems: Insigh...
 
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
05.02 MMC - Assignment 4 - Image Attribution Lovepreet.pptx
 
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...Testing with Fewer Resources:  Toward Adaptive Approaches for Cost-effective ...
Testing with Fewer Resources: Toward Adaptive Approaches for Cost-effective ...
 

PSB + Aga Khan Foundation: United We Brand

  • 3.
  • 4.
  • 5.
  • 6.
  • 7. It’s a Big World Out There It’s a Big World Out There…
  • 9. Digital Platforms Are Today’s (Very Big) Town Hall
  • 10. So Many Ways to Understand
  • 11. Digital Platforms Are Today’s (Very Big) Town Hall
  • 12.
  • 16.
  • 17. Good education BETTER HEALTHCARE more JOB OPPORTUNITIES RESPONSIVE GOVERNMENT AFFORDABLE & NUTRITIOUS FOOD
  • 18.
  • 19. goals
  • 22.
  • 23.
  • 24.
  • 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
  • 26. 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
  • 27. 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
  • 28. People Want To Feel Connected Wunderman/PSB Survey on Wantedness, Jan 2017
  • 29. Their Values Need to Be Your Values Their Values Need to Be Your Values Wunderman/PSB Survey on Wantedness, Jan 2017
  • 30. 70% OF MILLENNIALS want to work for a PURPOSEFUL COMPANY
  • 31. 94%
  • 32. You Will Be Weighed and Measured… You Will Be Weighed and Measured…
  • 33. • 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
  • 34. And If You Are Found Wanting, They'll Dump You
  • 35. • 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
  • 36. • 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…
  • 38. Where Are You? Tactical Strategic Existing Conversation One Off Campaign Many Campaigns Live Your Brand

Hinweis der Redaktion

  1. 2015 is a year of great challenges and opportunities.  Global issues will be on the world stage in a way never before seen in history.  Major summit meetings and social media activations will put ideas like "new power" and "digital activism" and "global citizenship" into the inboxes and zeitgeist of everyone around the world.  This includes people who support, comment on, or implement philanthropy for families and institutions around the world.  Aaron Sherinian manages public engagement for a major global philanthropy and will offer some new ideas and challenge definitions of "new philanthropy" in an era when social media and digital influence are more than buzzwords...they herald a new set of players and expectations for anyone who wants to invest in a better world.
  2. 2015 is a year of great challenges and opportunities.  Global issues will be on the world stage in a way never before seen in history.  Major summit meetings and social media activations will put ideas like "new power" and "digital activism" and "global citizenship" into the inboxes and zeitgeist of everyone around the world.  This includes people who support, comment on, or implement philanthropy for families and institutions around the world.  Aaron Sherinian manages public engagement for a major global philanthropy and will offer some new ideas and challenge definitions of "new philanthropy" in an era when social media and digital influence are more than buzzwords...they herald a new set of players and expectations for anyone who wants to invest in a better world.
  3. 43% of the (youth of the population) is under 25 years old (populationaction.org)
  4. Hong Kong
  5. You are already part of the conversation, from the best campaigns to the biggest controversies.
  6. Stat from We First (PEW)
  7. 94% of Consumers would switch brands to support a cause for good (huffington post // http://www.huffingtonpost.com/auren-kaplan/94-of-consumers-will-swit_b_1126628.html) from Cause Marketing Firm Cone LLC