Are you a marketer that tries to make your brand worthwhile, purposeful and relevant in consumers’ lives? Well, according to a new study, almost three-quarters of your customers don’t give a stuff anyway and wouldn’t care an iota if your brand disappeared for good.
The report by Havas and titled Meaningful Brands 2017 found that 74 per cent of the 300,000 people who made up part of the study wouldn’t care if a brand disappeared, while a further 60 per cent said the content produced by most companies was poor, irrelevant or failed to deliver. You can read a copy of the report here.
The study said a meaningful brand is one that works, offers value for money and makes your life easier, as well as considering the impact it has on a community. Havas looked at 1,500 global brands, getting feedback from people in 33 countries.
The Havas study found that 75 percent of those surveyed expect brands to “make more of a contribution to our wellbeing,” while only 40 percent think brands actually do it.
According to the study, the most meaningful brands on the planet were Google, PayPal, WhatsApp, YouTube, Samsung, Mercedes Benz, Nivea, Microsoft, Ikea and Lego rounding out the top 10.
According to Havas, the ‘Meaningful Brands’ making its 2017 ranking outperform the stock market by 206 per cent, up from 133 per cent in 2015.
Maria Garrido, Havas Media Group’s global chief insights and analytics officer, said: “For 2017, we’ve used the statistical might behind Meaningful Brands to gain a better understanding of the role content has for the brand and the purpose it serves for people.
“Surprisingly, the data demonstrates an alarming ineffectiveness of existing brand content. Our expectations for the role or the types of content are simply not being met.”
Yannick Bolloré, chief executive of Havas Group, added: “These results give us the same kind of wake-up call we delivered back in 2008 when we demonstrated that most people wouldn’t care if 74% of brands disappeared. For 2017 we see two new statistical facts: content’s critical role in creating brands which are meaningful to people and the underperformance in this area.
“The data is clear, brands must rapidly become better at seizing the opportunities that good content can offer – or they – and the advertising community that supports them – will struggle to survive. At Havas Group we are already using these valuable insights to better serve our clients.”
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.