New Study From Havas Worldwide Reveals Critical Factors In Brand Success

Combination of Trust and Dynamism Needed to Win Loyalty of Digitally Empowered Consumers

Nov 12, 2013, 00:01 ET from Havas Worldwide

NEW YORK, Nov. 12, 2013 /PRNewswire/ -- Facing universal skepticism from consumers and stiff competition from a sea of competitors, how can a brand differentiate itself to win a loyal following—or at the very least, to prove itself worthy of its customers' time? It boils down to two essential elements: trust and dynamism—the consumer's perception that a brand has delivered on the promises of the past while simultaneously helping lead the way to a better future.

A new global study from Havas Worldwide, "Building Brands that Matter: The Sweet Spot Between Trust and Dynamism," explores the critical factors at play in brand success and consumer engagement. Tracking factors such as transparency, innovation, authenticity, utility, and sociability, the white paper identifies what people around the world truly value in their relationship with brands.

Topline findings include:

  • Social brands win
  • The value of "local" is tied more to actions than provenance
  • It's no longer acceptable to operate solely in pursuit of profit
  • Consumers want to partner with brands to drive positive social and environmental change
  • Transparency is essential to trust
  • An authentic brand history is a valuable reputation boost
  • Employees can be a brand's best advocates—or its most damaging detractors
  • Mobile consumers want seamless digital interaction

"This study adds further compelling proof that people today want businesses and leaders to be more socially responsible. They understand that business has to make money, but they want it to make money in the right way. They now expect businesses to have a purpose beyond just profit," said David Jones, global CEO of Havas. "Social media has created a world of radical transparency and given people the power to hold companies accountable, to reward the brands that act responsibly, and punish those that don't. The new price of doing well is doing good."

"Our study reveals a powerful insight about brand strength: It is based on what people believe about where your company is headed and the value you will provide to society along the way," said Sarita Bhatt, director of global strategy at Havas Worldwide. "Truly dynamic brands—those that are authentic, purposeful, sociable, and useful—will be the ones that engage consumers and win their loyalty."

The new Prosumer Report draws on findings from an online survey of 10,219 men and women in 31 countries: Argentina, Australia, Belgium, Brazil, Canada, Chile, China, Colombia, the Czech Republic, the Dominican Republic, Finland, France, Germany, India, Italy, Japan, Kazakhstan, Kuwait, Malaysia, Mexico, Russia, Saudi Arabia, Singapore, South Africa, Spain, Taiwan, Turkey, Ukraine, the United Arab Emirates, the United Kingdom, and the United States.

Prosumer Report is a series of thought leadership publications by Havas Worldwide—part of a global initiative to share information and insights, including our own proprietary research, across the Havas Worldwide network of agencies and client companies. For more information about Prosumer Report and to download the "Building Brands that Matter: The Sweet Spot Between Trust and Dynamism" white paper, please visit

About Havas Worldwide

Havas Worldwide, formerly known as Euro RSCG Worldwide, is a leading integrated marketing communications agency and was the first agency to be named Global Agency of the Year by both Advertising Age and Campaign in the same year. The Havas Worldwide network is made up of 11,000 employees in 316 offices in 120 cities and 75 countries, and provides advertising, marketing, corporate communications, and digital and social media solutions to clients, including Air France, BNP Paribas, Citigroup, Danone Group, IBM, Lacoste, Merck, Mondelez International, Pernod Ricard, PSA Peugeot Citroen, Reckitt Benckiser, Sanofi, and Volvo. Headquartered in New York, Havas Worldwide is the largest unit of the Havas group, a world leader in communications (Euronext Paris SA: HAV.PA).

For more information about Havas Worldwide's global studies, please visit or contact Matt Weiss, global chief marketing officer, at

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SOURCE Havas Worldwide