seminario anuncios - nuevas fronteras de la medición (extracto ponencia millward brown)

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www.millwardbrown.es Seminario ANUNCIOS 1 Fecha: Octubre 2012 Preparado por Millward Brown Iberia NUEVAS FRONTERAS DE LA MEDICIÓN Adolfo Fernández Client Service Director m: +34 672 01 36 01 [email protected] | www.millwardbrown.es Paloma Martin Media & Digital Director m: +34 91 325 41 10 [email protected] | www.millwardbrown.es

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Page 1: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

www.millwardbrown.es

Seminario ANUNCIOS

1

Fecha: Octubre 2012

Preparado por Millward Brown Iberia

N U E VA S F R O N T E R A S D E L A M E D I C I Ó N

Adolfo FernándezClient Service Director

m: +34 672 01 36 01

[email protected]

| www.millwardbrown.es

Paloma MartinMedia & Digital Director

m: +34 91 325 41 10

[email protected]

| www.millwardbrown.es

Page 2: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Investment in strong brands leads to consistently higher share prices

Source: Proprietary BrandZ™ brand strength data; Bloomberg; MB Optimor analysis3

-60%

-40%

-20%

0%

20%

40%

60%

abr-06 oct-06 abr-07 oct-07 abr-08 oct-08 abr-09 oct-09 abr-10 oct-10 abr-11 oct-11 abr-12

BrandZ™ Strong Brands Portfolio Performance vs. S&P 500(Apr 2006 - May 2012)

BrandZ™ Strong Brands Portfolio

S&P 500

0.4%

37.5%

© Millward Brown Optimor 2012

Page 3: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Grow

4

How ideals power growth and profit at the world’s greatest companies.

Page 4: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

50,000 Brands

Equity

Database

Leveraged the most

comprehensive

equity database in

the world

Brand Equity Strength

“Consumer Bonding”

1Brand Financial

Growth over 10

years

Measured growth in

consumer bonding and

brand financial value

over the past 10 years

Brand Financial

Valuation

2Top 50 Brands

Identified best

brands

known as

“Stengel 50”

Highest Combined

Growth over the

past decade

3

Identifying the highest growth brands

5

Page 5: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Top 50 High-Growth Brands

Source: Millward Brown Optimor & Jim Stengel Study of Business Growth6

Page 6: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

-100,0%

0,0%

100,0%

200,0%

300,0%

400,0%

Jan-00 Jan-01 Jan-02 Jan-03 Jan-04 Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 Jan-10 Jan-11

Stengel Top 50 S&P 500

The Stengel 50 Outperform the Market

7

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

382.3%

-7.9%

Page 7: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

8

Not what people buy, but what they buy into

T H E B E S T B R A N D S

are built on

Page 8: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Uplift mind and body.

Page 9: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

The Core Brand Ideal Metric validates the Stengel 50

10

Stengel 50 brands like Apple, Coca Cola, and Dove are stronger than their competitors on the Core Ideal metric

Note: The Core Ideal Metric is measured as % of respondents who endorse a brand on that metric. The data illustrated here

reflects this % association relative to the competition and adjusted for factors such as brand size

Mobile Phones (UK) Soft Drinks (UK) Feminine Beauty (USA)

Empower self-expression Inspire happiness Celebrate real beauty

Page 10: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Consumer journey

11

A unique design that reaches insights in all the stages of " consumer journey"

Comms

Brand

Impressions

Attitudes /

Expressions

Business

MetricsEmployees

Ideal

Page 11: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Brand Equity Evolution

Page 12: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Creating meaningful differentiation

Page 13: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

A Brand is the set of associations (ideas, memories and feelings) in

the mind of a consumer.

Brand equity is an intangible asset of a brand, the value of which is determined by the

capacity of those brand associations to predispose

consumers to choose it over others or pay more for it now

and in the future.

The more meaningful, different and salient the brand

associations the greater their capacity to drive predisposition.

Page 14: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Moving segmentation from descriptive to projective

15

Captures

• Age

• Gender

• Education

• Geography

Well Suited for

• Organizing disparate brand

portfolio

Poorly Suited for

• Explaining brand choice

Captures

All of previous PLUS

• Personality

• Lifestyle

• Life Stage

Well Suited for

• Differentiating brand

portfolio

Poorly Suited for

• Capturing other occasions

or opportunities for growth

Captures

All of previous PLUS

• Brand Usage

• Brand Needs

Well Suited for

• Clustering brands by

associative values

• Concentrating market

investment in key brands

Poorly Suited for

• Tying segments to financial

value and potential

Captures

All of previous PLUS

• Unmet Needs

• Wants/Desires

• Projected Usage

• Linkages to retail

• Holistic view of customer

• Financial size and impact of

segments

Well Suited for

• Adapting brands for growth

• Capturing changing market

conditions and consumer

reaction

• Making short-term tactical

and longer-term strategic

business decisions based

on financial data

Demographic Psychographic Brand Values MB Segmentation

1980s 1990s 2000s 2010s

Page 15: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Brand Equity Evolution

Good bye funnel,…

16

Moving Brand Equity from

descriptive to projective

Fuente: McKinsey

Page 16: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Is your brand meaningfully different?

17

If so, customers will be more likely to choose your brand and pay a premium for it - and the brand will be better poised to grow its share position.

Meaningful

Salient

DifferentBrand

Predisposition £ €$

¥Brand

Associations

Value Sales

Page 17: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

We provide three key summary metrics of brand equity

18

All three predisposition metrics are based on the same ingredients (Meaningful, Different and Salient) combined differently.

P O W E R is a prediction of the brand’s volume share based purely on

brand perceptions

Are consumers predisposed to choose the brand over others?

P R E M I U M is a prediction of the price index a brand can charge

based purely on perceptions

Are consumers predisposed to pay more for the brand?

P O T E N T I A L is the probability that the brand will grow value share

based purely on brand perceptions

Are consumers predisposed to stick with the brand in future or try it?

Page 18: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

An overall picture of how brands generate a financial return

19

Meaningful

Salient

Different

Volume sharePower

£ €$

¥Brand

Associations

In-market ActivatorsBrand

Predisposition

Premium Price Index

PotentialValue share

growth

Page 19: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

The key inputs: five questions.

20

P O W E RBrand

Predisposition

P R E M I U MP O T E N T I A LBrand

Predisposition

Or Needs based Salience

Please drag each brand onto the scale to indicate…

Doesn’t meet

your needs at all

Meets your

needs very well

Hate it

Love it

Exactly the

same

Very different

Follows others

Sets the trends

Spontaneous awareness prompted by

category name or category needs

Page 20: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Brand Strength ScoreTo go deeper into the Brand Power diagnostic

Page 21: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Are we successfully building a strong brand?– Analytical Framework

22

Brand Strength Score

Strong brands have a number of fundamental

advantages over their competitors.

Extensive analysis of our 37,000+ global Brand Equity

(BRANDZ) database revealed that there are some crucial

factors for brand success (the Bonding Factors). The

world’s strongest brands usually tower over their

competitors in several of these areas.

When these factors are combined into a single summary

measure, the Brand Strength Score, this explains over 90%

of the BRANDZ Consumer Value score (a measure with a

proven link to in-market sales). This construct has been

validated across the BRANDZ database for:

6,156 brands

38 categories

23 countries

Brand Performance • Is our brand on the right trajectory for future sales success?

Page 22: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Brand Performance • What explains our brand performance – why is it growing/declining ?23

Brand Strength Diagnosis – Competitors

Where is our brand relatively strong/weak?

The summary score can be decomposed to identify a brand’s strengths and weaknesses in terms of the six dimensions (shown as difference from category average)

Rel

ativ

e Im

port

ance

Brand A Competitor A

40% 30% 20% 10%Brand Strength Score (share of)

Performance

Emotion

Value

Prominence

Dynamism

Differentiation

20%

19%

16%

12%

11%

11%

Competitor B Competitor C

Deviation in share of endorsement from category average

Page 23: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Where is our brand relatively strong/weak?

24

13% 9% 7%20% 15%21%

6%

19% 11% 11% 21% 13%26%

8%

17% 17% 7%33% 24%24%

6%

25% 17%46%

25% 33%10%

6%

18% 16% 16% 17%1%7%

6%18

26

21

17

30

BSS

(Brand Power)

PROMINENCE EMOTION PERFORMANCE DIFFERENTIATION DYNAMISM VALUEAVERAGE

Page 24: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

The role of emotionsMeasuring emotions

Page 25: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

The role of emotionsMeasuring emotions

Only genuine implicit techniques, adapted from neurocience and cognitive psychology, provide additional insight.

The appropiate mic of direct or indirect techniques depends on the degree to which we are able and willing to express our emotions.

Page 26: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

The role of emotionsMeasuring emotions

27

Quantitative explicit and implicit techniques for answering key marketing questions.

Page 27: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

28

Page 28: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

The role of emotionsMeasuring emotions

29

Facial Coding

• Using facial coding

alongside Link allows you

to undestand and optimize

emotional response to

your advertising.

• Facial expressions paint a

rich canvas of emotional

response that provides

invaluable insight into

advertising and brand

effectiveness.

Page 29: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

EMOTIONAL PRIMING

Game-like measurement of automatic emotional response to brands, via reaction time on specific task

Established academic method to bypass conscious editing of response

Combined with standard survey metrics

Integrated with our normal systems

Scalable & cost effective

Deep dive or monitoring over time

The role of emotionsMeasuring emotions

30

“How do people instinctively feel about my brand? How important is that, and is it getting better or worse?”

DRINKERS

DRINKERS

Drinking Pepsi is about hating Coke,

not liking Pepsi

Implicit liking of Coca-Cola

Implicit liking of Pepsi

Page 30: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

INTUITIVE ASSOCIATIONS

Timed & benchmarked variation on a simple image question allows us to identify perceptions which are intuitive from those that are rationalised

Clients can see the brand’s intuitive profile, and if communications are shifting this

Especially suited for brand values and higher-order ideals, which are prone to exaggeration

Integrated with our normal systems

Scalable, cost effective & familiar

The role of emotionsMeasuring emotions

31

“I know people don’t think as hard about my brand in real life as they do on a survey – so I need to understand the perceptions that are automatic, and so more likely to influence decisions in reality”

% Intuitive responses%

Ove

rall

end

ors

emen

t15 20 25 30 35

60

70

80

90

AFFORDABLE

CALM

CAREFUL

CLEVER

DIFFERENT

FUN

KIND

POPULAR

RELIABLE

SOCIAL

TRENDSETTER

Skype is defined by social, fun &

popularity, not price

Page 31: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

CommunicationSelecting and connecting touchpoints

Page 32: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

IN TEN YEARSthe Internet has shifted from primarily a short-term direct response vehicle to one that truly has the

POWER TO BUILD BRANDS LONG TERM

33

The Digital Landscape Has Transformed

Page 33: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

100+

TABLETS

were unveiled

at CES

MOBILE traffic will

surpass PC Web traffic

50% of companies

will be GAMIFIED

DVR penetration

will exceed 50%

ONLINE will overtake

newspapers as the

second-largest ad medium

Marketers will

invest $50B in

SOCIAL

marketing and

commerce

20

11

20

20

20

12

20

13

20

15

34

The Media Landscape Will Continue to Intensify EMERGENCE & CONVERGENCE WILL RESULT IN MORE PLATFORMS, DATA, DEMAND FOR REAL TIME, AND ULTIMATELY OFFER MORE OPPORTUNITY

Page 34: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

What Does This Mean?

Channels

Fragmentation

Targetability

Consumer-generated media

Media convergence

Control by consumers

MORE:

35

Page 35: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

36

ImplicationsA LOT WILL BE ASKED OF YOU

Leverage all listening touch points

Embrace the creative revolution

Deliver real time, right now

Maximize digital campaign performance

Connect the data dots

Measure digital as part of overall brand health

Foster digital insights and leadership

Build media synergies, not silos

Page 36: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Offering innovative & industry-leading digital research solutions:

Research &

Strategy

Planning

Communication

& Creative

Development

Integrated

Campaign

Measurement

Digital

Campaign

Optimization

Digital

Campaign

Measurement

Macro-Level

Analysis

Link™ for Digital &

Link360™

Strategy

MarketNorms®

& ClientNorms

Millward Brown Digital framework

37

Creative In-Market Campaign Execution

Continued

Learning

Social Media Analytics & FanIndex

CrossMedia

Research™

AdIndex

Dash®

(real-time data)

DLConnects® — Search & Site Visitation; Link to Sales

Custom Data & Dashboard Integration

Roll-Up Reports

Creative Best

Practices

Industry Norms

(Media Insights)

AdIndex for

Mobile & Tablets

AdIndex®

(expert insight)

Page 37: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Media reach impact map

38

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

TV

hi

lo

impa

ct p

er p

erso

n

reach

consideration●preference●intention

Page 38: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Media reach impact map

39

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

magazines

Newspapers

PR

POS

TVnewspapersradio

hi

lo

impa

ct p

er p

erso

n

reach

consideration●preference●intention

paid

shared

earned

newspapers

Page 39: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Media reach impact map

40

low reachdigital

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

online

display

search

video

organic SM

microsite

gaming

mobile

hi

lo

impa

ct p

er p

erso

n

reach

consideration●preference●intention

online

online ●offline

Page 40: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

FanIndex Studies Will Help You to Understand…

Interaction Experience

Community Experience

Fan Experience Drivers of Fan Equity

Media Consumption

Habits

Social Media Profile

In-depth Fan Page

Demographics

Demographic Profile of

Fans/ Visitors

Influence of Media

Perceptions of

Community

Fan Motivations

Reasons for becoming a

fanContent Performance Overall Opinion

Recommendation and

Revisit Likelihood

Attention to Brand

Activity

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Page 41: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

Checklist

Regular posts

Expected Trustworthy brand news

Expected

New product

infoExpected

OffersExpected

Contests/ Giveaways

Expected

InteractionDifferentiator

VarietyDifferentiator

InnovationDifferentiator

CommunityDifferentiator

FunDifferentiator

Page 42: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)
Page 43: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

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Page 44: Seminario ANUNCIOS - Nuevas Fronteras de la Medición (extracto ponencia Millward Brown)

CREAR

IMPACTOsignificativo