The Rising Value Of Industrial Brands
McKinsey & Company
Of the more than 5,300 industrial brands that McKinsey studied, the top five percent capture 95 percent share of voice, enabling them to charge price premiums of five to 10 percent, thereby generating a higher return on invested capital (ROIC).
Why it matters: The top quartile of companies that improved visibility the most grew five-year ROIC by about three percentage points more than the bottom quartile, namely those whose visibility decreased the most.
Finding Direction When You’re Feeling Lost
Harvard Business Review
According to executive coach and psychoanalyst Manfred F. R. Kets de Vries, when people transition from “time to live” to “time left to live,” a new sense of urgency emerges about identifying their purpose of existence.
Why it matters: The five pillars that define how we experience the meaning of our existence include: investing in affectionate interpersonal relationships, finding a clear sense of purpose, being utterly immersed in our unique talents, feeling like we have control over our choices and connecting ourselves purposefully to our community and society.
Skipping The Super Bowl, Budweiser Is Donating Its Ad Dollars To Covid-19 Vaccine Awareness Efforts
Budweiser is donating its Super Bowl ad dollars to the Ad Council and COVID Collaborative to raise awareness of the COVID-19 vaccines. In lieu of a game-day ad, it released a 90-second video set to the song “Lean On Me” featuring moments characteristic of lockdown life, including a dog appearing on Zoom, NBA players kneeling while wearing ‘Black Lives Matter’ T-shirts, masked grocery shoppers and people getting vaccinated.
Why it matters: Anheuser-Busch US chief marketing officer Marcel Marcondes says several of the company’s other brands will still air ads during the game, but they “won’t have quite the same tone as usual.”
Why Did Companies Take So Long To Divest From White Supremacy?
Harvard Business Review
Brands are speaking out or withdrawing funding to politicians and organizations that played a role in fueling the US Capitol raid because appearing to support a president who challenged the election could cut into earnings.
Why it matters: Many US companies proved they’re willing to profit off of racial inequality until the political costs of doing so were judged to be too high. To make good on their efforts to reduce racial inequality, businesses can rid their company of practices that help produce the very racial inequality they claim to disapprove of.
Consumers Trust UGC More Than Content Created By Brands
According to TINT’s ‘State of User-Generated Content 2021’ report, brand messages were reshared up to 24 times more when distributed by employees versus the brand.
Why it matters: To ramp up their UGC, 75 percent of marketers say they’re currently working with influencers who have less than 1,000 followers to create engaging content.