RESEARCH: 60% of Brand Content is Poor; Apple Most Intimate Brand

Check out our new round up for brand marketers, where you'll find the most relevant new insights and research published over the last week.  If you're trying to keep up, consider this your one-stop shop.

Google, PayPal and WhatsApp were named the most Meaningful Brands 2017 in Havas’s global study, which covers 33 countries, 300,000 respondents and 1,500 brands –which looks at brand performance and wellbeing. The study also found that 84% expect brands to produce content but they think 60% of all content created by brands is poor, irrelevant or fails to deliver. Only 40% of the world’s leading 1,500 brands produced content that meets requirements."

Global brand strategy, design and experience firm Siegel+Gale announced the findings of the seventh annual Global Brand Simplicity Index. Among the findings: 64 percent of consumers are willing to pay more for simpler experiences and 61 percent of consumers are more likely to recommend a brand because it's simple. 

google-logo-1200x630Google has been named the world's most valuable brand by the Brand Finance global 500 report. This puts last year's most valuable brand, Apple, in second place.

According to a report from digital platform Agency Spotter, agencies and design firms'  typical projects now range between $50,000 and $250,000 with the typical annual deals up to $20 million. 30% of decision makers at brands say they typically hire a partner within two to three months, 31% hire an agency within a month, and 39% say it takes them four or more months.

Makeup line bareMinerals has launched a new campaign to highlight the expansion of its foundation range to include 12 new shades, allowing the brand to better cater to a more diverse consumer base.

The National Association of Minority Automobile Dealers (NAMAD) and IHS Markit honored American Honda with the “Top Overall Ethnic Vehicle” DVL Award for automotive brands dedicated to driving sales leadership with Asian, Native American, Hispanic and African American car buyers.

An Oracle survey found that 34% of brands claim that their sales, marketing and customer service teams work oraclecompletely independently of each other, leading to a lack of customer insight. 33% blame it on their current systems and technologies, while 30% say their corporate culture makes it tricky for sales and marketing teams to align priorities.

Facebook’s Q4 and full year earnings report found an 18% year-over-year increase in daily active users reaching 1.23 billion. 84% of Q4 advertising revenue came from mobile ads, up from 80% the same quarter last year. The tech giant’s mobile daily active users in December hit 1.15 billion, a 17% year-over-year increase.

L2's fourth annual intelligence report on social platforms found that Snapchat’s brand adoption rate grew by 50% between January and October in 2016, and that 64% of brands are now on the app.

Clutch's survey,  'Content Marketing Survey 2016, which spoke to 300 content marketers in the US about their objectives, strategies and metrics, found that 49% say brand awareness is the main goal of content marketing strategies followed by search engine visibility (30%) and lead generation (21%).

The MBLM Brand Intimacy 2017 Report, which looks at how brands resonate with consumers on an intimate and emotional level, ranked Apple, Disney and Amazon as the top-ranked intimate brands. 

According to Millward Brown Digital's 2016 Hispanic American Auto Buyers ReportHispanic American consumers account for $27.9 billion in registered new vehicle transactions, representing 11% of the total market, and annually, the Hispanic population in the United States grows by about one million people.


Gretchen Gardner @gardnergretchen

Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.
Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.

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