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Innovation and the Earned Brand

Innovation and the Earned Brand Consumer acceptance of brand innovation cannot be bought. It must be earned. Consumers have concerns about the risks that come with innovation. consumer concerns include: 66% 87% 58% Privacy issues Impact on the environment say they will not buy because of their concerns D54% O 50O% Security Being always on But they still believe in the promise of innovation. Per cent who agreed with each statem en t: 9 in 10 agree that brand innovation needs to impact society (one or more ofthe following; 92%. innovation is essential and it's helping us to progress 69% 63% 66% 77% to let us be one to improve society to push our thinking as a society step ahead of other countries innovation opens the human spirit While the promise of innovation inspires, people first need to be reassured. ..but we are failing them as marketers. 2 in 3 1in 3 ...--. *... people want to be people want to be REASSURED INSPIRED 2 in 3 say brands are not moving in the right direction in how they communicate "I rely on my peers to reassure me. Because their experience is my evidence." The impact of online/offline conv ersations about brands with friends and other people like me: They give me a sense of community 16% Build inspiration They get me 17% They push me to try new things 25% Push consideration They suggest products/services 27% They make me trust the brand more 29% Moment They help me overcome concerns 36% Truth They help me make de cisions 144% They warn me about the risks 45% The lessons for brands: Messaging alone doesn't work. It's a bout how your brand behaves. These are the four Earned Brand behaviors that address consumer needs around innovation. Earned Brand behavior Consumer need Brand opp ortunity Inform & educate Reassure me about my personal • Explain yo ur motive for innovating • Address concems abo ut so cial and enviro nmentalimpacts. • Engage and educate consumers across different platforms. concerns • Be authentic. Have a 2 purpose Reassure me about my societal •Show you value human interaction and have respect for tradition and herita ge. concerns • Add value be yo nd a product and service •Show how you stand out from the crowd. • Offer engaging content that is timely, has resonance and is entertaining. Make Inspire me by doing something new and different your mark •Spark peer conversation and debate on many channels with a clear and consi ste nt brand voice. Show me how I can participate in your brand • Be transparent when it comes to consumer privacy and sharing of data. • Offer inspirational, exciting brand experiences in which consumers can participate. Live your 4 character About the Innovation and the Earned Brand Study Innovation and the Earned Brand is a global survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countries (U.S., Mexico, Brazil, France, Germany, U.K., China, Japan, India, and Australia). www.edelman.com/earnedbrand Edelman

Innovation and the Earned Brand

shared by EdelmanPR on Oct 05
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Innovation and the Earned Brand is Edelman's global survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countri...

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