Page loading

loading icon
Exact matches only
Search in title
Search in content
Search in posts
Search in pages
Filter by Categories

MEANINGFUL BRANDS

120% Meaningful brands beat stock market by 120%

73% The majority of people wouldn´t care if 73% of brands disappeared tomorrow

20% Just 20% of brands worldwide are seen to meaningfully positively impact people’s lives

MEANINGFUL CONNECTIONS

Our vision is to become a category leader in building meaningful brands and business success. We will achieve this through our assets: human understanding, connected thinking, superior integration, operational excellence and real time accountability.

To us Meaningful Connections describes how we connect brands to people and create shared value for brands and communities. It is supported by Meaningful Brands – our unique framework to analyse and track the connections brands have with our quality of life and well-being.

 

MEANINGFUL BRANDS

Reclaiming brand durability, sustainability and prosperity. The long-standing relationship between people and brands is broken. Much of the trust, respect and loyalty people had for many brands has disintegrated. You see it every day in the level of cynicism, scepticism and indifference that people have toward many brands, in many interactions. The reality is, trust in brands worldwide has been falling for the last three decades. It is not hard to see why.

Then there is the fact that brands are not delivering what people want. Instead, they’re trying to deliver what they always have: the same old combination of faster / bigger / newer, while the world yearns for brands that are meaningful. Brands that improve the well-being of people’s lives in a tangible, significant and fulfilling way.

Meaningful Brands is the first global analytical framework to connect human well-being with brands at a business level. It measures the benefits brands bring to our lives. It’s unique in both scale – 700 brands, over 134,000 consumers, 23 countries worldwide – and scope. It measures the impact of the brand’s benefits alongside its impact on 12 different areas of well-being (such as health, happiness, financial, relationships and community among others) for a full view of its effect on our quality of life. We are the only group that is able to offer a global analysis and framework on this scale.

GLOBAL

700 brands

134,000 consumers

23 countries

12 industries

ASIA PACIFIC

304 brands

36,000 consumers

7 countries

12 industries

MEANINGFUL CONNECTIONS

Our vision is to become a category leader in building meaningful brands and business success. We will achieve this through our assets: human understanding, connected thinking, superior integration, operational excellence and real time accountability.

To us Meaningful Connections describes how we connect brands to people and create shared value for brands and communities. It is supported by Meaningful Brands – our unique framework to analyse and track the connections brands have with our quality of life and well-being.

 

MEANINGFUL BRANDS

Reclaiming brand durability, sustainability and prosperity. The long-standing relationship between people and brands is broken. Much of the trust, respect and loyalty people had for many brands has disintegrated. You see it every day in the level of cynicism, scepticism and indifference that people have toward many brands, in many interactions. The reality is, trust in brands worldwide has been falling for the last three decades. It is not hard to see why.

Then there is the fact that brands are not delivering what people want. Instead, they’re trying to deliver what they always have: the same old combination of faster / bigger / newer, while the world yearns for brands that are meaningful. Brands that improve the well-being of people’s lives in a tangible, significant and fulfilling way.

Meaningful Brands is the first global analytical framework to connect human well-being with brands at a business level. It measures the benefits brands bring to our lives. It’s unique in both scale – 700 brands, over 134,000 consumers, 23 countries worldwide – and scope. It measures the impact of the brand’s benefits alongside its impact on 12 different areas of well-being (such as health, happiness, financial, relationships and community among others) for a full view of its effect on our quality of life. We are the only group that is able to offer a global analysis and framework on this scale.

MEANINGFUL BRAND INDEX (Mbi)

The Meaningful Brand Index (MBI) forms the core of the Meaningful Brands framework and results show a direct relationship between a brand´s MBI score and the level of consumer attachment.

The Meaningful Brand IndexHigher MBI = Stronger brand equity and attachment for the personal and collective well-being in the following areas:
  • Marketplace
  • Physical
  • Financial
  • Organisational
  • Intellectual
  • Social
  • Emotional
  • ethics
  • Environment
  • Community
  • Workplace
  • Economy
  • natural

KEY FINDINGS

People aren’t looking for Utopian lives. Just better ones.
Our research reveals that people do not need Utopian lives; they just want lives that are incrementally better, in meaningful terms. They don’t expect any single brand to deliver everything, but they look for specific well-being benefits from each brand. Unfortunately, there is a huge gap between people’s expectations and what brands actually deliver. As a result, there is dramatic growth of consumer cynicism and distrust towards brands — especially in advanced economies, and increasingly in developing countries.

The top Meaningful Brands outperform the market by 120%.
Being a Meaningful Brand is not only good for your market and the community at large, it’s also good for your bottom line. In addition to outperforming their competitors in traditional brand measures, the top 20% of brands also dramatically outperform financial leaders across a spectrum of industries. In fact, Meaningful Brands enjoy financial results that exceed those of top hedge funds. These are financial advantages that are durable, sustainable and disruptive.

  • 71% of large companies should be actively involved in solving social problems
  • Only 30% feel that brands communicate honestly about commitments and promises
  • 71% of companies should play a role in improving our life quality and well being, yet only 39% do this
  • 54% of us do not trust brands

TOP 30 MEANINGFUL BRANDS

  1. GOOGLE
  2. SAMSUNG
  3. MICROSOFT
  4. NESTLE
  5. SONY
  6. IKEA
  7. NIKE
  8. WALMART
  9. DANONE
  10. PHILIPS
  11. P&G
  12. ADIDAS
  13. MERCEDES
  14. SPRITE
  15. VOLKSWAGEN
  16. HONDA
  17. LEROY MERLIN
  18. UNILEVER
  19. L’OREAL
  20. STARBUCKS
  21. ACTIVIA
  22. COCA-COLA
  23. TOYOTA
  24. H&M
  25. AUDI
  26. APPLE
  27. EVIAN
  28. ZARA
  29. HEINEKEN

Regional contacts

Josh Gallagher
APAC Josh Gallagher Chief Strategy Officer josh.gallagher@havasmedia.com
Mohit Joshi
INDIA Mohit Joshi Managing Director India mohit.joshi@havasmedia.com
Nancy lay
CHINA Nancy lay Strategy & Insights Director nancy.lay@havasmedia.com
Pranay Singh
Indonesia Pranay Singh Head of Strategy pranay.singh@havasmedia.com
Alexis Guyot
SINGAPORE Alexis Guyot MB Champion alexis.guyot@havasmedia.com
Jos B. Ortega
Philippines Jos B. Ortega Chairman & CEO jos.ortega@havasmediaortega.com
Ben Sjogren
AUSTRALIA Ben Sjogren Executive Management ben.sjogren@havasmedia.com