Global survey reveals ‘alarming ineffectiveness’ of existing brand content

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Havas’ ‘Meaningful Brands‘ survey involves 300,000 consumers, 1,500 brands and spans 33 countries. Since 2008, the report has analyzed the business benefits of more meaningful brand connections. It looks at the relationship between brands and consumers, and how it impacts people’s quality of life by looking at the content it produces, how meaningful that is to consumers and ultimately how well it performs financially.

In terms of finance, ‘Meaningful Brands’ outperform the stock market by 206% (up from 133% in 2015), increase their share of wallet by 48% and ensure up to 137% greater returns on KPIs. Google, PayPal, and WhatsApp were top of the 2017 rankings, followed by YouTube, Samsung, Mercedes Benz, Nivea, Microsoft, Ikea and Lego.

clutter.pngWhen it comes to content, 84% of consumers expect brands to produce good content – content that is able to “inspire, entertain, educate, inform, help and reward”. Yet, according to the survey, 60% of brand content is deemed as poor, irrelevant and fails to deliver.

In fact, despite a 71% correlation between content effectiveness and a brand’s impact on a consumer’s personal well-being, just 40% of the 1,500 leading brands globally produce content that is effective.

meaningful.png“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,” said Maria Garrido, Global Chief Insights & Analytics Officer, Havas Media Group. “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.”

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.