In the “Meaningful Brand Survey” conducted among 50.000 consumers in 14 markets across the globe: respondents felt that 70% of brands could disappear without them noticing it. Now some of you might say, well that’s not so new: we know that 80% of product innovations are a flop. But the difference here is that we’re talking about brands, and not products, disappearing without a trace.
Havas Media came up with a Meaningful Brand Index (MBI), that ranks the top performing brands when it comes to making a difference in people’s lives. Here is the result:
Top 20 global brands according to Havas Media’s Meaningful Brand Index:
1. Ikea
2. Google
3. Nestlé
4. Danone
5. Leroy Merlin
6. Samsung
7. Microsoft
8. Sony
9. Unilever
10. Bimbo
11. LG
12. Philips
13. Apple
14. P&G
15. Mars
16. Volkswagen
17. L’Oreal
18. Wal-Mart
19. Carrefour
20. Coca-Cola
Simon Sinek in his TED talk shares the same opinion when he says “people don’t buy what you do, rather why you do it”:
How do you make your brand meaningful. Get people talking about the ‘why’.
