A successful 21st century brand has to help create meaningful lives
An enormous study of how consumers around the world interact with brands finds that only the companies that make life better for consumers create impactful connections.
For its second annual Meaningful Brands Index, Havas Media talked with more than 134,000 people in 23 countries about their impressions of more than 400 brands, from Apple to Goldman Sachs to Petrobras. Theyâ€™ve found a rousing affirmation of last yearâ€™s findings: Brands that make life better are thriving. Brands that donâ€™t are–slowly–being punished.
The Index features Google in first place, followed by Samsung, Microsoft, Nestle and Sony.