These days consumers are looking for brands and products that let them feel better, smarter, superior, and a pillar of the community, said Andrea Isaac, head of strategy at Havas Media.The Meaningful Brands study explores brand sustainability, which is becoming a key strategy for companies to make consumers feel their brands are truly relevant. The reason why we did the study is to take all these insights and incorporate them into our strategic media-planning process, and on that basis we can speak to the client very clearly about exactly what points his communications should focus on Isaac told PRODU.At a global level, technology brands are seen as the most meaningful, with Google the absolute leader, while personal well-being is increasingly important. As for Latinos, theres a need with them more than with consumers from other parts of the world to show achievements. When we study U.S. Hispanics we find, above all in the first generation, that the results are very similar to what we find in Latin America she said.This year in Havas weve been doing a worldwide rebranding, and as a result of Meaningful Brands weve changed our strategic process so that our priority is to establish a much deeper consumer engagement with brands Isaac said. And when we tell marketers that being meaningful pays, its because it really pays off, and thats why in Havas weve changed our way of thinking and of working with our clients, based on this great insight.
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