The Power of
European Direct Selling Conference ,October 2014
Our Unique
Brand Framework
2014/15
+350,000
citizens
34
markets
+ 1,000
brands
12
industries
Worldwide Survey
1.
Meaningful Brands
is a propietary
metric of brand
strength
2.
It is the first global
framework to connect
brands with human
well-being
3.
It measures the quality of
benefits brands bring to
people’s lives and the
returns in business terms
2
Do People Really Care About Brands?
Most people would not care if 73%
of brands disappeared
Less than 20% of brands notably
improve our quality of life
Disconnection is Stronger in
W. Europe where 90% of brands
would not be missed
Source: HavasMedia Group Meaningful Brands 2013
3
Today’s Consumer Paradigm
-4-
Understanding What Matters
Marketplace:
Going beyond the product
Personal wellbeing:
Exploring how brands
tangibly improve peoples’
lives
Collective wellbeing:
And the role they play in
society
5
Brands That Enhance The Wellbeing Of Citizens,
Communities And Societies Are More Meaningful
TOP GLOBAL
MEANINGFUL
BRANDS 2013
Meaningful Brands Outperform in Business Terms
Meaningful Brands…
Outperform the Stock Market x
3
Outperform In Marketing Terms
 Stronger Brand Equity KPIs
 Greater Preference & Loyalty
 Greater Share of Wallet
 Stronger Attachment
MB Index considers top 25 meaningful global brands (from companies operating in the stock market)
NIKE Is Empowering People
To Achieve Their Full Potential
Personal Wellbeing
 PHYSICAL ( Fitter, stay Healthy)
 ORGANIZATIONAL (Good habits, life easier)
 EMOTIONAL (self-expression / enjoyable
moments, self-steem / feel good/happier)
 INTELLECTUAL (ideas, develops skills)
Collective Wellbeing
 GOV. & ETHICS (It is Ethical &
Transparent)
-8-
Acting as a “Coach”,
Making Every Interaction Count
A better “you”
A better “us”
-9-
A better “world”
Natura Champions Our Environmental Challenges
and Infuses a “Well-being, Being well” Purpose
Natura pioneers solutions to tackle
environmental challenges
Champion
+
.
+
.
Its “well-being , being well" purpose infuses
their products and enhances better relationships:
…between oneself and one's body
…with others and with nature
Natura improves peoples’ lives
by making the world a tangibly better place
in human terms
10
IKEA Creates A Better Everyday Life
By Guiding And Inspiring
Why?
How?
+
.
+
.
The “Mentor”
.
What?
- 11 -
Different Pathways … With a Common Pattern
Why?
Purpose
Wellbeing Outcomes
Improve “me” , “us” , the world
Purpose
 Guide and transform myself
Meaning
How?
Interactions
What?
Outputs
Meaningful
Experiences
Solutions
Havas Media Group. Meaningful Branding Framework
Engage “me”
 Stage memorable experiences
Provide “me”

Deliver
The “Essence” of Direct Selling is Meaningful
Traditional
Target/consumers
Meaningful
People
Direct Sales
For People Through People
My Company/ Products
Purpose
Collective & Personal benefits
Provider
Enabler
Coach, Mentor
I (the brand)
We, Together
Network Platform
Advertising
Relationships
Closer, more Human
Paid media
+OSEP
Owned & Earned (WOM)
Opportunity to Leverage Your Assets
And Explore Your Own Pathway To Meaningfulness
We Collaborate with Top Brands ww
- 14 -
Joining the New Wave for 2014
Be Part of the New Generation of Brands
Subscribing to the new wave mb 2014 will allow you to…
 Discover how meaningful your brand is and start exploring new territories to make a difference
• How meaningful is your brand to people in 2014? Is it contributing to their quality of life? Would consumers care if
your brand disappeared tomorrow? What is your mb Index?
• How does your brand/s position vs peers? Are you improving in meaningful terms?
• Who are the top performers ? Which are the key benchmarks to watch locally and globally?
• What are people expectations in their relationship with brands in 2014? Emerging trends? Changing priorities?
 Customize it now, before starting the fieldwork
• Define now which brands and markets you are interested in
• Unique Opportunity to customize it, including some bespoke issues for your brand & peers
• Opportunity to leverage scale economies, when upgrading the service
•
 Get free PR & great exposure in key media worldwide Can your brand miss it?
• Meaningful Brands is a key reference worldwide. Its results are published in key international, local and social media,
reaching CEOs, top management, CMOs, Brand Managers, Sustainability Directors & key opinion leaders
• Opportunity to profit from a strong free PR. Meaningful Brands generated over 7 million GBP in free PR in 2013 in
key media such as the Financial Times, The Economist, Forbes, Fast Company, CNBC, major local newspapers and