No one would care if 77 per cent of brands disappeared tomorrow. That’s what more than 350,000 people across 31 countries had to say when asked about the importance of a brand in their lives. Alarming, isn’t it?
This statistic comes from Havas Group’s 2019 annual Meaningful Brands Study, which takes us beyond a product to explore how brands tangibly improve people’s lives and the roles they play in society. Launched 10 years ago, the ongoing study covers more than 1,800 brands across 22 industries worldwide.
In order to effectively gauge how meaningful a brand is, communicators or marketers need to take into consideration three characteristics. First, we look at the product’s fun
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