Innovation and The Earned Brand
Innovation and The Earned Brand
Innovation and The Earned Brand
Earned Brand
Innovation
and the
power of the
Earned Brand
T
64 %
Richard Edelman
President & CEO,
Edelman
87%
66 %
58 %
54 %
50 %
Privacy
issues
say they
because of
their concerns
Impact on the
environment
Being
always on
Security
92 %
9 in 10
77 %
69 % 63 % 66 %
innovation is
essential and
its helping us
to progress
innovation
opens the
human spirit
to improve
society
to push our
thinking as
a society
to let us be one
step ahead of
other countries
2 in 3
people want to be
REASSURED
1 in 3
people want to be
INSPIRED
2 in 3
Build inspiration
Push
consideration
Moment
16%
17%
of
Truth
25%
27%
29%
36%
44%
45%
Consumer need
Brand opportunity
1 Inform
& educate
Reassure me
about my personal
concerns
a
2 Have
purpose
Reassure me
about my societal
concerns
Be authentic.
Show you value human interaction and
have respect for tradition and heritage.
Add value beyond the product
or service.
Inspire me by
doing something
new and different
Make
your mark
your
4 Live
character
Show me how
I can participate
in your brand
The simple
truth
66 %
Two-thirds of
consumers are
undecided about
innovation.
Michelle Hutton
Global Practice Chair Consumer,
Edelman
Timing
Quantitative
Online Survey
Behavioral
Focus Groups
16 millennials in
New York and London
Mobile Diaries
About Edelman
Edelman is a leading global communications marketing firm
that partners with many of the worlds largest and emerging
businesses and organizations, helping them evolve, promote
and protect their brands and reputations. Edelman was named
one of Advertising Ages Agency to Watch in 2014; one
of Forbes 14 Most Influential Agencies of 2014; and The
Holmes Reports 2013 Global Agency of the Year. Edelman
was awarded the Grand Prix Cannes Lion for PR in 2014 and
was among Glassdoors Best Places to Work for the third
time in 2014. Edelman owns specialty firms Edelman Berland
(research) and United Entertainment Group (entertainment,
sports, experiential), a joint venture with United Talent Agency.
Visit www.edelman.com for more information.