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Meaningful Brands

The world is constantly changing in real time, and these changes come faster and faster. Thus, creating effective communication strategies requires the constant assessment of such changes at all points of contact with the consumer. Meaningful Brands is a unique global survey that assesses the relationship between the quality of life of consumers, and the brand at the business level. This analytical initiative, involving 1.8 thousand international brands, 31 markets, 22 industries, and over 350,000 respondents, demonstrates that,

77%

of brands could disappear from the market without anyone noticing

84%

of consumers expect companies and brands to communicate openly and honestly about their commitments and promises

58%

of the content created by brands for their customers does not meet their expectations

The survey clearly shows that the world of brands is still too far removed from the world of consumers, but also that people’s expectations of brands keep growing. This is why Havas’ communication strategies are created in such a way as to ensure that they are compliant with the Meaningful Brands philosophy. They are based on an innovative approach that allows the understanding that the value of a brand, and therefore its attractiveness to consumers, is defined by a combination of “functional”, “personal”, and “collective” benefits.

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