Meaningful Brands

There is no doubt that brands and the companies behind
them are being looked at differently. In the past, traditional
marketing has focused on selling “products” to “consumers”
through stories and promises. But nowadays we all want so
much more from brands than these stories or financial results.
In fact, our recent research found that the majority of us feel that
only 20% of brandsnoticeably improve our quality of life. Further
proof to us all that the lens through which we view consumers,
branding and communications has to radically change.
In response to this, we are very proud to present Meaningful Brands. Unique in
terms of both its scale and rigour, it’s a new index and framework that allows us,
for the first time, to connect brands with our quality of life andwellbeing.
Essentially, our Meaningful Brands approach should act as a wake-up call for us
all. For us at Havas Media, Meaningful Brands is more than a project. It represents
a new “mind set” which we think will mark the start of a much needed
step change for our industry. It also presents us with a huge and exciting
opportunity in that it allows us to work with our clients to produce brands andcommunications strategies that are more consistent with people’s real needs,
lifestyles and values.

Meaningful Brands is a new way of thinking. It’s an essential
guide and management tool for all those who intend to prosper
as part of the next generation of brands.”

Alfonso Rodés Vilà
CEO Havas Media

Meaningful Brands for a sustainable future. Executive summary

1

All over theworld
people’s expectations
of life have adjusted to
fit a new set of norms

The world as we
know it is a very
different place...

Against all of this, the relationship between people
and brands has changed
and in many cases suffered
Only 20% of brands have
a notable positive impact
on our sense of wellbeing
and quality of life.
Most people would not
care if 70% of brands
ceased toexist.

The power
balance between
regional economies
and institutions
has shifted

Technology
has changed the
way and speed
at which we
communicate

There’s a huge opportunity for Brands that can
relate to people in a more meaningful way.
We need to change the way we define and measure
brand value in order to fully understand how to build
their contribution to our quality of lifeand wellbeing.
Meaningful Brands is our new vision and framework
that enables companies to respond to these changes,
and help people improve their lives to become part of
the next generation of brands.

If the majority of people don’t care if 70 percent of brands
disappear tomorrow, and if just 20 percent of brands have a
notable positive impact on people’s lives, despite the billionspoured into trying to connect with them by C-suites across
the globe, we have to fasten our seat belts: communications
as we know it is going to have to take a quantum leap. As the
global economy is changing, marketing must stay several
steps ahead of the transformation curve.
Umair Haque
Director Havas Media
Labs and member of
the Thinkers50

If you want to earn the love, trust, devotionand attachment of
people you’re going to have to undertake the challenge. We
need to focus on making a difference to people, communities
and society that endures, resonates and multiplies.”

Meaningful Brands for a sustainable future. Executive summary

2

Meaningful Brands
For the first time we are able to connect brands
with our quality of life and wellbeing.
We do this by measuringthe perceived impact
of brands on our personal wellbeing –their influence on factors such as our health, fitness,
happiness, values, social relationships, financial
security, lifestyles and habits– and our collective
wellbeing, that is, how brands help to improve
communities, societies and the environment.

The new approach from Havas
Media that challenges traditional
marketing...