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1©BrainJuicer®Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
Fame, Feeling & Fluency
Predicts Famous 5-star
Marketing
John Kearon
Brainjuicer
4 February, 2016
#NewMR 2016
Sponsors
Media Partner GreenBook
3©BrainJuicer®
How We Decide | Fast and Frugal
Most decisions are quick, intuitive, emotional (S-1)
We don’t weigh up options (S-2)
We choose on auto-pilot between 3 or 4 options
Profitable growth needs a long term, creative
focus on achieving 3 things…
Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
4©BrainJuicer®
The Behavioural and Marketing Sciences Tell Us
4©BrainJuicer®
FAME
If a brand comes to
readily to mind, it’s
a good choice
FEELING FLUENCY
Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
5©BrainJuicer®
Which is the bigger city?
London Lima
Tokyo Istanbul
Bangkok Bangalore
San Diego San Antonio
Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
6©BrainJuicer®
The Behavioural and Marketing Sciences Tell Us
6©BrainJuicer®
FLUENCYFAME FEELING
If I feel good about a
brand, it’s a good choice
Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
7©BrainJuicer®
How do you feel?
Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
8©BrainJuicer®
The Behavioural and Marketing Sciences Tell Us
FAME FEELING FLUENCY
If I recognise a brand
quickly, it’s a good choice
Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
9©BrainJuicer®
What’s this brand?
10©BrainJuicer®
How We Measure Fame, Feeling, and Fluency
10©BrainJuicer®
FAME
% of a broad
category sample
mentioning the
brand in choice
context under time
pressure
FEELING FLUENCY
Extent to which a
brand’s assets are felt
to be distinctive, under
time pressure
Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
11©BrainJuicer®
Fame
FluencyFeeling
Fame
FluencyFeeling
Fame, Feeling and Fluency | The Difference Between Small and Big Brands
Fame, Feeling and Fluency Percentiles
Fame
Feeling
Fluency
Small Brands Medium Brands Big BrandsFame
FluencyFeeling
Small : Market Share up to 7% Medium: Market Share >7% < 15% Big: Market Share >15%
12©BrainJuicer®
Fame
FluencyFeeling
Fame, Feeling and Fluency | How Brands Grow and How Brands Decline
Fame, Feeling and Fluency Percentiles
Fame
Feeling
Fluency
Growing Stable Declining
Fame
FluencyFeeling
Fame
FluencyFeeling
Growing : >+2% Stable: +2% to -2% Declining: <-2%
13©BrainJuicer®
Present
BrainJuicer Brand Tracking | 5 Star guide to brand performance
Not at all famous in
this category. Very
low market share.
Low levels of fame
in the category.
Low market share.
Solid, familiar brand to
anyone buying the
category, but not an
obvious choice for
many people.
Strong brand with
strong share, that
most people would
be happy using.
A famous brand that
is for most people the
most obvious choice.
High market share.
Unknown Remind me? Familiar Well known Famous!
Unknown Remind me? Familiar Well known Famous!
A prediction of your future, based on how people feel about you, relative to your current size.
Future
GlobalTrackingNorm
Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
14©BrainJuicer®
Unknown Remind me? Familiar Well known Famous!
9030 50 70
GlobalTrackingNorm
NatWest
Barclays
Halifax
HSBC
Lloyds
Nationwide
Santander
TSB
BrainJuicer Brand Audit | Santander’s rise and rise against the leaders
BrandPerformance
 Fame | Feeling | Fluency 
H
N
B
T
H
L
N
S
S
H
NB
T
H
L
N
Santander has grown rapidly to become a 3 star
bank brand in just 5 years. It has solid fame, is the
most fluent (recognisable) of all UK banks and has
an emotional surplus that sets it in good stead for
the future. It’s catching, and threatens to better
HSBC’s brand presence in the next year.
Current
Market Share
Barclays 15%
Lloyds 14%
NatWest 13%
Halifax 11%
HSBC 10%
Santander 10%
Nationwide 7%
TSB 4%
B
L
N
H
H
S
N
T
15©BrainJuicer®
BrainJuicer Brand Tracking | Santander’s Feeling and Fluency Surpassing Others
Fame, Feeling and Fluency Percentiles
Fame
Feeling
Fluency
Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
16©BrainJuicer®
Imagine you were thinking about opening a bank account. Please name as many bank brands as you can think of…
Fame | Santander’s Fame Gaining on the Big Four
Fame Percentiles
00000000000000000000000000000
RBS
NationwideTSB
HalifaxSantander
NatWest
HSBC
Lloyds
Barclays
80
77
77
74
64
50
56
38
37
May-June 2015. Base: Total Sample (608)
17©BrainJuicer®
Feeling | Santander’s Feeling has been growing ahead of its size since 2013
2 2 2
13
20
25
66
60 53
1 1 21
4 14
5
3
8 5
11
0.75 0.89 1.03
3
4
5
2013 2014 2015
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
on scale 0 to +3
21 36 49
Feeling Percentile
Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
18©BrainJuicer®
Fluency | Santander now as distinctive as Barclays
Fluency Percentile
3
secs
B A R C L A Y S 57
S A N T A N D E R 56
L L O Y D S 49
H A L I F A X 47
H S B C 46
N A T I O N W I D E 41
T S B 29
N A T W E S T 27
May-June 2015. Base: all rating brand (c.268)
19©BrainJuicer®
Click on the [brand] that you associate most with each colour
… but be quick; you only have three seconds to make your choice
Fluency | And has high levels of logo recognition as a result
DAT | Colours & Logos
82%
90%
44%
79%
84%
57%
20%
51%
We will show you a series of blurred logos in quick succession.
All you need to do is to click on the bank that the logo is for…
Barclays
Santander
Lloyds
Halifax
Nationwide
NatWest
TSB
First Direct
HSBC
20©BrainJuicer®
Barclays
Santander
Lloyds
Halifax
Nationwide
NatWest
TSB
First Direct
HSBC
Click on the bank that you associate most with each strapline… but be quick; you only have three seconds to make your choice
All blank segments are straplines that are incorrectly attributed to the brand.
Fluency | 123 has become a strong distinctive asset
DAT | Straplines
Premier League
123
Simple
Personal Fair
For the Journey
The People Who Give you Extra
On Your Side
Helpful Banking
Local Banking
For Britain
The
Unexpected
Bank
The World’s Local Bank Advance
21©BrainJuicer®
Our best advice for Santander
has used behavioural principles to grow quickly in a traditionally sterile
and inert category. Keep doing what your doing & further growth can be delivered by…
Continuing to build fame. Fame is growing but the brand
needs to continue to deliver Extra Share of Voice (ie. set
Share of Voice above Share of Market).
Aiming for 5 star emotional communications to increase
share over and beyond what you might expect for your
spend (Share of Voice).
Continuing to reinforce distinctive assets – red, 123 and
celebrity endorsement. These make the brand highly fluent
& help the bank charge premium prices.
Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
22©BrainJuicer®Fame, Feeling & Fluency Predicts Famous 5-star Marketing
John Kearon, UK, Festival of NewMR 2016
Q & A
Ray Poynter
The Future Place
John Kearon
Brainjuicer
#NewMR 2016
Sponsors
Media Partner GreenBook

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John Kearon Festival of NewMR 2016

  • 1. 1©BrainJuicer®Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016 Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon Brainjuicer 4 February, 2016 #NewMR 2016 Sponsors Media Partner GreenBook
  • 2. 3©BrainJuicer® How We Decide | Fast and Frugal Most decisions are quick, intuitive, emotional (S-1) We don’t weigh up options (S-2) We choose on auto-pilot between 3 or 4 options Profitable growth needs a long term, creative focus on achieving 3 things… Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
  • 3. 4©BrainJuicer® The Behavioural and Marketing Sciences Tell Us 4©BrainJuicer® FAME If a brand comes to readily to mind, it’s a good choice FEELING FLUENCY Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
  • 4. 5©BrainJuicer® Which is the bigger city? London Lima Tokyo Istanbul Bangkok Bangalore San Diego San Antonio Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
  • 5. 6©BrainJuicer® The Behavioural and Marketing Sciences Tell Us 6©BrainJuicer® FLUENCYFAME FEELING If I feel good about a brand, it’s a good choice Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
  • 6. 7©BrainJuicer® How do you feel? Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
  • 7. 8©BrainJuicer® The Behavioural and Marketing Sciences Tell Us FAME FEELING FLUENCY If I recognise a brand quickly, it’s a good choice Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
  • 9. 10©BrainJuicer® How We Measure Fame, Feeling, and Fluency 10©BrainJuicer® FAME % of a broad category sample mentioning the brand in choice context under time pressure FEELING FLUENCY Extent to which a brand’s assets are felt to be distinctive, under time pressure Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
  • 10. 11©BrainJuicer® Fame FluencyFeeling Fame FluencyFeeling Fame, Feeling and Fluency | The Difference Between Small and Big Brands Fame, Feeling and Fluency Percentiles Fame Feeling Fluency Small Brands Medium Brands Big BrandsFame FluencyFeeling Small : Market Share up to 7% Medium: Market Share >7% < 15% Big: Market Share >15%
  • 11. 12©BrainJuicer® Fame FluencyFeeling Fame, Feeling and Fluency | How Brands Grow and How Brands Decline Fame, Feeling and Fluency Percentiles Fame Feeling Fluency Growing Stable Declining Fame FluencyFeeling Fame FluencyFeeling Growing : >+2% Stable: +2% to -2% Declining: <-2%
  • 12. 13©BrainJuicer® Present BrainJuicer Brand Tracking | 5 Star guide to brand performance Not at all famous in this category. Very low market share. Low levels of fame in the category. Low market share. Solid, familiar brand to anyone buying the category, but not an obvious choice for many people. Strong brand with strong share, that most people would be happy using. A famous brand that is for most people the most obvious choice. High market share. Unknown Remind me? Familiar Well known Famous! Unknown Remind me? Familiar Well known Famous! A prediction of your future, based on how people feel about you, relative to your current size. Future GlobalTrackingNorm Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
  • 13. 14©BrainJuicer® Unknown Remind me? Familiar Well known Famous! 9030 50 70 GlobalTrackingNorm NatWest Barclays Halifax HSBC Lloyds Nationwide Santander TSB BrainJuicer Brand Audit | Santander’s rise and rise against the leaders BrandPerformance  Fame | Feeling | Fluency  H N B T H L N S S H NB T H L N Santander has grown rapidly to become a 3 star bank brand in just 5 years. It has solid fame, is the most fluent (recognisable) of all UK banks and has an emotional surplus that sets it in good stead for the future. It’s catching, and threatens to better HSBC’s brand presence in the next year. Current Market Share Barclays 15% Lloyds 14% NatWest 13% Halifax 11% HSBC 10% Santander 10% Nationwide 7% TSB 4% B L N H H S N T
  • 14. 15©BrainJuicer® BrainJuicer Brand Tracking | Santander’s Feeling and Fluency Surpassing Others Fame, Feeling and Fluency Percentiles Fame Feeling Fluency Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
  • 15. 16©BrainJuicer® Imagine you were thinking about opening a bank account. Please name as many bank brands as you can think of… Fame | Santander’s Fame Gaining on the Big Four Fame Percentiles 00000000000000000000000000000 RBS NationwideTSB HalifaxSantander NatWest HSBC Lloyds Barclays 80 77 77 74 64 50 56 38 37 May-June 2015. Base: Total Sample (608)
  • 16. 17©BrainJuicer® Feeling | Santander’s Feeling has been growing ahead of its size since 2013 2 2 2 13 20 25 66 60 53 1 1 21 4 14 5 3 8 5 11 0.75 0.89 1.03 3 4 5 2013 2014 2015 %ofrespondents Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score on scale 0 to +3 21 36 49 Feeling Percentile Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
  • 17. 18©BrainJuicer® Fluency | Santander now as distinctive as Barclays Fluency Percentile 3 secs B A R C L A Y S 57 S A N T A N D E R 56 L L O Y D S 49 H A L I F A X 47 H S B C 46 N A T I O N W I D E 41 T S B 29 N A T W E S T 27 May-June 2015. Base: all rating brand (c.268)
  • 18. 19©BrainJuicer® Click on the [brand] that you associate most with each colour … but be quick; you only have three seconds to make your choice Fluency | And has high levels of logo recognition as a result DAT | Colours & Logos 82% 90% 44% 79% 84% 57% 20% 51% We will show you a series of blurred logos in quick succession. All you need to do is to click on the bank that the logo is for… Barclays Santander Lloyds Halifax Nationwide NatWest TSB First Direct HSBC
  • 19. 20©BrainJuicer® Barclays Santander Lloyds Halifax Nationwide NatWest TSB First Direct HSBC Click on the bank that you associate most with each strapline… but be quick; you only have three seconds to make your choice All blank segments are straplines that are incorrectly attributed to the brand. Fluency | 123 has become a strong distinctive asset DAT | Straplines Premier League 123 Simple Personal Fair For the Journey The People Who Give you Extra On Your Side Helpful Banking Local Banking For Britain The Unexpected Bank The World’s Local Bank Advance
  • 20. 21©BrainJuicer® Our best advice for Santander has used behavioural principles to grow quickly in a traditionally sterile and inert category. Keep doing what your doing & further growth can be delivered by… Continuing to build fame. Fame is growing but the brand needs to continue to deliver Extra Share of Voice (ie. set Share of Voice above Share of Market). Aiming for 5 star emotional communications to increase share over and beyond what you might expect for your spend (Share of Voice). Continuing to reinforce distinctive assets – red, 123 and celebrity endorsement. These make the brand highly fluent & help the bank charge premium prices. Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016
  • 21. 22©BrainJuicer®Fame, Feeling & Fluency Predicts Famous 5-star Marketing John Kearon, UK, Festival of NewMR 2016 Q & A Ray Poynter The Future Place John Kearon Brainjuicer #NewMR 2016 Sponsors Media Partner GreenBook