WE-运动中的品牌（英文）-2018.9-33页.pdf.pdf

《WE-运动中的品牌（英文）-2018.9-33页.pdf.pdf》由会员分享，可在线阅读，更多相关《WE-运动中的品牌（英文）-2018.9-33页.pdf.pdf（34页珍藏版）》请在淘文阁 - 分享文档赚钱的网站上搜索。

1、Innovation, Ethics and Reason The Grounding Forces in a World of MotionSeptember 2018Table of ContentsExecutive summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3Context: A world in motion . . . . . . . . . . . . . . . . . . . . . . . . . . . .5Brands in Motion: The s

2、tudy . . . . . . . . . . . . . . . . . . . . . . . . . . 7Key 2018 takeaways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14Managing a world of motion . . . . . . . . . . . . . . . . . . . . . . . . . .23Appendix 1: Categories by market . . . . . . . . . . . . . . . . . .

3、25Appendix 2: The four realities of motion . . . . . . . . . .29Appendix 3: Survey methodology . . . . . . . . . . . . . . . . . . . 32WE BRANDS IN MOTION 2018Executive SummaryOur 2018 Brands in Motion study finds consumers and B2B decision-makers have even higher expectations for how brands use tec

4、hnology to make their lives better than they did last year .At the same time, respondents across the eight countries in the study also have overwhelmingly high expectations that brands will exercise ethics and responsibility when using technology . Whats driving this call for responsible and ethical

5、 innovation? Global headlines and dialogue on topics including Facebooks entanglement with Cambridge Analytica, YouTube and Googles content moderation struggles, Europes GDPR, and the risks and rewards of disruptive technologies such as AI, blockchain and autonomous vehicles .We are also witnessing

6、intense debates (and the accompanying hyperbole) around the future of the European Union and NATO, the viability of a post-Brexit Britain, the ratcheting up of global trade tensions, loud debates on nuclear deals, the proliferation of “fake news,” continued drama around immigration and the unyieldin

7、g train that is the #MeToo movement . It is against this backdrop of technology-related fears and hyperbolic headlines that consumers are raising their expectations for greater rationality and greater responsibility in their long-term relationships with brands .3WE BRANDS IN MOTION 2018Brands in Mot

8、ion 2018 sees three major themes emergeINNOVATION MEETS ETHICSConsumers have high expectations for brands to use innovative technologies, but most are afraid of how those same technologies might disrupt their lives . These fears are causing consumers to demand accountability . 97% said its a brands

9、responsibility to use technology ethically. And if brands cant do it right, then 94% said its the governments job to ensure the ethical use of tech.CONSUMER LOVE IS BINARYWEs Brands in Motion findings indicated that most people have strong convictionsone way or the otherabout both sectors and brands

10、 . Consumers around the globe are reserving their greatest love and appreciation for a smaller number of brandsit is harder this year to score high emotional and rational marks from global consumers . This means that competitors of a beloved brand may have a hard time drawing their share of consumer

11、 affection .SHOW DONT TELLHow are consumers responding to an increasingly chaotic and uncertain world? By demanding proof over promise . Average global scores for rational drivers of brand motion are up 16 percent and average scores for emotional drivers are up 14 percent, indicating that consumers

12、needs for reason are outpacing their needs to feel emotionally connected to a brand. In addition, consumers still want a balance between purpose and functionality, but in 5 of the 6 countries for which we have year-over-year data, people in 2018 over-index toward brand functionality over brand purpo

13、se.4WE BRANDS IN MOTION 2018Context: A world in motionAll brands are in motion either driven by, or in relationship to, the technologies that dominate their markets and that impact their stakeholders .That motion is relative to the markets in which brands sit, the categories theyre a part of, their

14、competition, their employees, their investors, and current and future customers . Its also driven by environmental factors over which brands have little or no control: global economies, regulatory environments, crises, cultural zeitgeist and politics .In 2018, those external forces have become more

15、turbulent and much more influential . Globally, we see two major groups of environmental forces exerting pressure on brands: sociopolitical forces and technological forces .Consumers want stability in these uncertain times, and theyre looking for less promise and more proof from brands and industrie

16、s .Three sociopolitical forces driving motion in 2018POLITICAL UNRESTThe past 12 months have seen mounting chaos in both multinational alliances and individual governments around the world . The U .K .s looming Brexit may reshape Europe, and tensions are rising among NATO allies and within other lon

17、gstanding multinational alliances . In Asia, nuclear weapon concerns on the Korean peninsula and Chinas militarization and economic diplomacy remain under a microscope .TRADE TENSIONSThe United States escalating trade war with China and increased trade tensions with NAFTA and European Union allies,

18、as well as anxiety over what a post-Brexit United Kingdom will mean for both the U .K .s and the EUs economies are contributing to further global strain .#METOOThe #MeToo movement and high-profile comeuppance of abusers in the entertainment, media and tech industries have caused brands to be more co

19、gnizant of how they treat women and minorities, both internally and externally .RESULT5WE BRANDS IN MOTION 2018Three technological and platform forces driving motion in 2018Responsibility and ethical treatment of personal data along with content moderation have been at the forefront of tech coverage

20、 this year . Consumers are demanding that brands use technology ethically and that they exercise discretion in their content .RESULTFACEBOOK AND CAMBRIDGE ANALYTICAFacebook took a hit after journalists discovered that a digital political consulting firm called Cambridge Analytica had acquired access

21、 to millions of users personal data to create psychographic profiles they used to sway political outcomes in the U .S . 2016 election, the U .K .s Brexit vote and elsewhere .TOXIC CONTENTUnilever threatened to pull its ad dollars from YouTube and Facebook over the tech companies inability to police

22、content . Twitter continues to dominate headlines based on the poor behavior of some of its biggest users and its hands-off approach to moderating .GDPRThe E .U .s General Data Protection Regulation affected how every company operating in the E .U . uses consumers personal data, upping the legal con

23、sequences for data breaches and mismanagement of personal information .This world of social and technological turmoil is where brands are moving, operating and reaching their consumers.6WE BRANDS IN MOTION 2018Brands in Motion: The studyBrand positioning gives way to brand motionU .K .AustraliaSinga

24、poreChinaSouth AfricaGermanyIndiaU .S .8 Countries27,000CONSUMERS the Motion Matrix provides a diagnostic tool to view where brands sit across markets relative to other brands and industry sectors .To put this study to work for you, here is what we recommend:UNDERSTAND YOUR IDEAL PLACEMENT ON THE MO

25、TION MATRIX Not every brand needs to be a mover . Many are most successful as providers, agitators or defenders . The key is to understand where your customers and competitors are moving and how you want to move . 1UNDERSTAND HOW YOU COMPARE TO YOUR CATEGORY Are your emotional or rational scores sig

26、nificantly below your category or competitors, or significantly higher? Mapping this against your share and sales data provides your brand with a motion map .2CHOOSE A BALANCE IN TERMS OF FUNCTION AND PURPOSE Understand your mix of product- and service-related communications and communications aroun

27、d CSR and other purpose-related areas . Functionality brings your customers in the door; high standards of behavior and purpose keep them there .3USING TECHNOLOGY TO MEET AND EXCEED CUSTOMER DEMANDS IS IMPERATIVE Consumers want unfettered innovation and a thoughtful, ethical approach to that innovat

28、ion . Your brand must find a balance .45CONTACT WE Were experts in navigating motion . Drop us a line and discover how you can find your momentum .23WE BRANDS IN MOTION 2018Melissa Waggener Zorkin CEO, melissawwe-worldwide .com Alan VanderMolen President International, alanvwe-worldwide .comKass Sel

29、ls President North America, ksellswe-worldwide .comRebecca Wilson CEO, WE Buchan, rwilsonwe-buchan .comPenny Burgess CEO of China, pennywe-redbridge .com Bianca Eichner General Manager, Germany, beichnerwe-worldwide .comNitin Mantri CEO of India, nitinavian-media .comJeremy Seow General Manager, Sin

30、gapore, jseowwe-worldwide .comJames Wilson General Manager, South Africa, jwilsonwe-worldwide .comRuth Allchurch Managing Director, U .K ., allchurchwe-worldwide .comwww.we-CONTACT WE24WE BRANDS IN MOTION 2018Appendix 1: Categories by MarketAUTOMOTIVECOMPUTING DEVICES2017201820172018UNITED STATESUNI

31、TED KINGDOMCHINASOUTH AFRICAINDIAGERMANYSINGAPOREN/AAUSTRALIAN/AINDIASINGAPOREUNITED STATESUNITED KINGDOMGERMANYCHINASOUTH AFRICAAUSTRALIA25WE BRANDS IN MOTION 2018 - APPENDIX 1FOOD above 0 .7 are considered very strongHOW THEY CORRELATE WITH INNOVATIONCOMMON GOOD OR DOES HARM0 .630 .590 .650 .520 .

32、630 .520 .560 .62ITS A PLEASURE OR COMPLETELY MISERABLE0 .610 .570 .690 .610 .640 .540 .640 .69LOVE OR HATE0 .670 .610 .690 .620 .680 .580 .620 .682018Purpose (1, 2, 3)Both (4, 5, 6)Functionality (7, 8, 9)9%4%9%7%5%13%3%3%53%52%69%56%46%44%63%55%39%43%22%36%51%51%24%42%Reality #2Reality #330WE BRAND

33、S IN MOTION 2018 - APPENDIX 2Love you today, shame you tomorrow. No matter how much consumers say they love a brand or category, if they step out of line, consumers will gladly shame them .CATEGORIES CONSUMERS LOVED AND CATEGORIES THEY HATEDCATEGORIES WILLING TO DEFEND OR SHAME BRANDS IN RESPECTIVE

34、CATEGORIESAUTOMOTIVETECHNOLOGY B2BCOMPUTING DEVICESFINANCE AND BANKINGFOOD AND BEVERAGEHEALTH AND WELLNESSPRESCRIPTION HEALTHSMART HOMEAUTOMOTIVETECHNOLOGY B2BCOMPUTING DEVICESFINANCE AND BANKINGFOOD AND BEVERAGEHEALTH AND WELLNESSPRESCRIPTION HEALTHSMART HOMEReality #431WE BRANDS IN MOTION 2018 - A

35、PPENDIX 2YouGov conducted the Brands in Motion global study using an online interview administered to panelists who have agreed to take part in surveys . They sent emails containing a survey link to panelists to invite them to take part . The responding sample was weighted to reflect the demographic

36、 characteristics of each market by gender and age based on industry accepted data .On median average, respondents completed the survey in 13 minutes and 26 seconds, and answered 39 to 64 questions, depending on their qualifications . Respondents to the survey were 18 years of age or older, did not w

37、ork in advertising/PR/marketing/market research, qualified to rate one of the categories based on purchase history and purchase intent, and qualified to rate at least one of the brands surveyed based on awareness . A total of 26,897 responses were collected across eight markets in May/June 2018, as

38、follows:COUNTRYSAMPLE SIZEFIELD DATESUnited States4,2975/21 - 5/31United Kingdom3,9105/30 - 6/11China3,9906/4 - 6/15South Africa1,9645/31 - 6/14Australia3,0735/30 - 6/14Germany3,1045/31 - 6/15India3,9505/30 - 6/15Singapore2,6095/31 - 6/14Appendix 3: Survey methodology32WE BRANDS IN MOTION 2018 - APPENDIX 3+1.800.938.8136Business inquiries: talktowewe-Press inquiries: rapidresponsewe-we- | WEcomms 2018 WE CommunicationsThe world, your brand and your stories are in motion . WE helps you find your Momentum.