MediAvataar's News Desk
Catch BTVI’s special coverage on the bad debt clean up – all through the week @ 8:30 PM
It was exactly 12 months ago on the 12th of June that 12 of India’s largest debt defaulters were dragged to insolvency by the RBI. Dozens of other defaulting companies have since been frog marched to company law tribunal. The big 12 defaulters accounted for nearly 25 per cent of the gross NPAs in the Indian banking system. One year down, the results are mixed.
In order to mark this landmark move, BTVI is airing a series of special shows capturing the first 12 months of this saga and asking experts the big questions on how the process has panned out and how it would benefit our economy.
BTVI’s Mission CleanUp: 12 months, 12 companies series gets you the answers to the key questions: How has the resolution process under the IBC panned out? What will happen here onwards after the second amendment to the IBC law? Why has there been so much litigation? Will the next 12 months be about greater liquidation and lesser resolution? Will all the ex-promoters who have inflicted fraud on their companies be held accountable? Will the feet of fraudsters be held to the fire?
The series features eminent personalities like Siby Antony; CMD, Edelweiss ARC, Abizer Diwanji; Head of Financial Services, EY India, Somasekhar Sundaresan; Advocate, Supreme Court, Bomi Daruwala; Joint Managing Partner, Vaish Associates, Bahram Vakil; Founding Partner at AZB & Partners, as well former economic affairs secretary R. Gopalan among others. The series is airing every weeknight at 8:30 pm.
Talking about the special programming, Siddharth Zarabi, Executive Editor, BTVI says “BTVI is constantly working towards delivering content to its viewers that empowers them and adds value to their decisions. With this programming initiative ‘Mission Clean Up: 12 months, 12 companies’ we are raising key questions that are relevant to the country’s economy. Our panel discussions have opinion leaders and industry experts who throw light on the issues that concern the Indian taxpayer. With the Modi government acting with great speed to resolve issues with the IBC legal framework and ensure timely resolution of the mountain of bad debt, it is clear that our public sector banks will see an improvement in their financials going forward.”
The importance of this coverage is in the fact that as many as 75 of the companies undergoing insolvency process are listed on the stock exchanges. “One year down, the results are mixed. Two of the big 12 - Bhushan Steel and Electrosteel Steels have been resolved. Binani Cement, Essar Steel, JP Infra, Bhushan Power & Steel resolution has been delayed due to legal challenges, while two other firms – Era Infra Engineering and Jyoti Structures – are still within the 270-day deadline, while Alok Industries and ABG Shipyard had come close to liquidation”, Zarabi said, adding that BTVI remains committed to offering the best coverage of this gigantic effort to clean up India’s mountain of debt.
● More than eight in 10 Britshers (86%) plan to watch the World Cup - but just a third (31%) of those surveyed think the English team will be the next world champions
● Ninety-four percent of British football fans will watch the competition on TV and preferably with other people (68%). Pubs or other public locations are also popular spots to watch the games (39%)
● Six out of 10 fans declare that they will watch more TV during the World Cup than usual, compared to just under half (46%) who will spend more time reading online news
When it comes to watching football’s biggest tournament, TV still chalks up the most points. Ninety-four percent of British football fans will watch the 2018 Football World Cup on television from June 14, compared to less than a third (29%) who will stream the matches live on a desktop or laptop. The research, published today by growth marketing company DCMN, also reveals that fans will significantly increase their TV viewing during the tournament, with six out of 10 predicting they will watch more TV over the next month.
The international study, conducted in May 2018, surveyed more than 5000 people in the UK, France, Germany, US and South Africa to gauge differences in their viewing habits in the lead up to the tournament. It reveals that the country with the highest interest in the competition is outgoing champions Germany (91% will watch at least some of the matches), closely followed by the United Kingdom (86%).
TV Remains the Number One Medium for Football Fans
When it comes to watching the competition, TV is the medium of choice for British football fans (94%). Smaller screens are much less common: less than one third will watch the game on a computer (29%) and around a quarter on a smartphone or tablet (26%).
More interesting is the predicted change in viewing habits over the course of the World Cup. Almost two-thirds of fans (60%) predict they will watch TV more than usual, including 10% who will watch the medium though they usually do not. Furthermore, around a third (34%) will watch more pay TV services and around the same amount (33%) expect to stream video online more frequently.
Also of note is how the games will affect our social media use. About a third (38%) expect to post more frequently over the course of the tournament, while 44% say they will use social channels the same amount as usual. Social media also does not seem to be the most popular outlet for expressing emotions about the tournament, with only a quarter (24%) expected to express their joy (or frustration) on their social accounts.
Some Good News for Brands (and Sponsors)
While only a quarter of fans (26%) think advertising during the World Cup makes a brand more attractive, the event has a significant branding effect. UK respondents named Coca Cola (26%) and Adidas (20%) - both official partners of the event - as the brands they associate most with the World Cup. Interestingly, almost as many fans (19%) link Nike with the event as they do Adidas, even though the company is not an official sponsor.
Anja Kettern, Global Head of Insights at DCMN, commented: “These results show that, when it comes to major events such as the Football World Cup, television still lands at the top of the ladder for both viewers and advertisers. It also shows the significant brand building effect of being present on TV during this time, as two-thirds of respondents were able to name a brand that they associate with football’s biggest event.”
How and Where we Watch Shapes Our Game Experience
In addition to changes in media consumption, the survey also asked about other habits during the World Cup. In general, nothing quite beats celebrating the football tournament in good company: 68% will invite others over to watch the games at home and 30% will watch at a friend’s place. Pubs are also a drawcard, with 39% planning to watch some games there. On the other hand, less than a quarter (22%) will follow the updates on social media.
Among those choosing not to watch the World Cup, their alternative activity may come as a surprise: 50% plan to spend their time reading instead while roughly the same amount (53%) will surf the internet. And generally the Brits don’t have the healthiest of viewing habits: nearly half (44%) will cheer on their team while drinking lots of beer and around a third (33%) expect to eat lots of junk food during the games, while just 4% plan to do sports rather than watching the the tournament itself.
Regardless of whether you call it football or soccer, it’s a sport with massive global appeal and fan interest.
In fact, more than 40% of people 16 or older in major population centers around the world consider themselves interested or very interested in following football, more so than any other sport.
As nations compete for the 2018 FIFA World Cup, Nielsen Sports research shows the popularity of football is growing in the U.S., India and China.
While interest in the sport of football (soccer) is lower in the U.S. than most countries, it stands at 32%, up from 28% from four years prior. Youth participation, an increase in the Hispanic population, the growth of Major League Soccer and the popularity of the FIFA video game have all contributed to the “soccer surge” in recent years in the U.S.
Where is the sport most popular? Across countries with football fans, the United Arab Emirates tops the list as 80% of the country’s population are fans, followed by Thailand, Chile and Cristiano Ronaldo’s home country of Portugal.
Of course, football has a tremendous following in Europe, with 131 million fans in the big five European markets (Spain, Italy, Germany, U.K. and France.) And more than half (52%) of people in Russia, the 2018 FIFA World Cup host country, are interested in the sport.
Around the world, football is a sport that transcends gender. Nielsen SportsDNA global research shows football is the most popular sport among women globally and a recent study shows 70% of women find the men’s FIFA World Cup “very appealing” and 58% of women find the women’s FIFA World Cup “very appealing.”
Brand Imprint Index measures collective impact of brand assets on consumers
We should count ourselves fortunate to live in an age of plenty where we are presented with such a plethora of choice in all aspects of our daily lives. Our opportunities to pick, choose and “personalize” these choices are seemingly proceeding forever skyward—there’s truly never been a better time to be a consumer! That said, however plentiful “consumerland” may be, these are challenging times for brand building for the same reasons.
Brands must work ever harder against the competition to truly stand apart and be noticed, while ideally conveying why they are the right choice at a given moment. The language of instant recognition and meaning is vital for brands of all categories and ages to understand, embrace, and mobilize to their advantage.
So how can brands gain an edge and maximize their “mental availability”— their ability to come readily to mind at the point at which a purchase decision is being made? One way is to provide consumers with simple mental shortcuts to cue the brand and activate associated memories that relate to brand experience.
These “brand assets” that help brands come readily to mind include, but are not limited to: slogans, colors, logos, fonts, physical cues (packaging, shape of product), characters, celebrity associations, and other imagery.
Kantar Millward Brown and BrandZ™ have developed a methodology and framework for quantifying the strength of these assets, to understand which are most evocative of their brand and how this compares to competitors. We call the collective strength of these assets the brand’s Brand Imprint, with the best acting as a seamless echo chamber of instant branding and message reinforcement, exerting influence at key moments of decision making.
Building equity and value
The best Brand Imprints rely on cueing the brand via our inbuilt “System 1” of instant and intuitive recognition, which involves fast, habitual decision making, rather than invoking slower and more reflective thought via “System 2,” where the additional time needed for consideration may ultimately lead to a different decision. Incoherent and incongruous Brand Imprints may serve to confuse consumers or simply miss out on this increasingly important opportunity.
Our extensive study comprised a total of 10,565 consumer interviews across 28 categories and eight markets, covering 228 brands and 1,390 de-branded assets. The approach deployed a unique neurosciencebased methodology to gather data on asset performance, but also to collect equity data in parallel, in line with BrandZ™’s long-established and proven framework. Brand assets were tested in the relevant home market of each brand versus relevant competitors.
A key outcome is a one-number summary of the overall strength of each brand’s Brand Imprint, the Brand Imprint Index (BII), in which an Imprint of average strength scores 100. And here’s the critical takeaway: The stronger a brand’s BII, the stronger its Power score (the strength of a brand’s equity in the mind of the consumer) and the more likely it is to grow in value.
So how is a brand’s equity boosted by strong brand assets? BrandZ™’s equity framework includes three elements: Meaningful (meeting consumer needs in ways that are relevant to cultivate emotional attachment), Difference (being distinctive from the competition) and Salience (coming to mind easily at the time of purchase). Strong brand assets exert a clear influence on Salience, amplifying a brand’s Meaningful Difference and increasing the likelihood to grow value. Brands with a High BII have on average a 52 percent higher Salience score.
Investing in assets
One mechanism for achieving high Salience is boosting the strength of the brand’s advertising. Brands with a High BII more than double their advertising strength versus those with a low score.
Kantar Millward Brown data proves that the single best predictor of an ad’s in-market sales effect is branding. A highly-engaging creative with poor branding will not boost the ease with which a brand comes to mind and will not improve consumer motivation enough to deliver value growth.
Consumers will often only partially engage with a TV or digital narrative, meaning there is a clear need to brand before disengagement occurs. Easily recognizable brand assets, which require little or no effort to register with consumers, offer an incredibly powerful and effective way to do this.
However, this Salience boost is not limited to advertising impact alone; rather those brands able to build a varied suite of assets through their advertising, packaging, and brand experience will be best placed to activate them at various touchpoints as part of a virtuous circle of increased salience.
Overall, it seems clear that investing the time and budgets needed to establish intuitive brand assets can prove to be a very worthwhile exercise as a way to maximize a brand’s impact on decision making. In the increasingly important language of instant recognition and meaning, how eloquent is your Brand Imprint?
BRAND ASSET EFFECTIVENESS VARIES BY TYPE, CATEGORY
The strength of a typical brand’s assets showed wide variation by category. Generally speaking, categories associated with short term decision making were more likely to contain brands with stronger assets than those involving longer-term decisions. Brands investing consistently and in a variety of assets are more likely to feel the benefits. Notably, soft drinks and fast food were by far the top performers, with cars, luxury cars, banks, durables, an technology providers towards the other end of the spectrum.
There was also a clear pattern with regards to the efficacy of the types of asset tested. Typically, shapes and patterns, logos, and packaging cues were much more evocative of a brand than slogans, celebrity endorsements, or sponsorships.
Patterns and colors
The building blocks of brand assets, patterns, shapes and colors can combine to act as a powerful cue to consumers and offer a great way to fully connect all assets into a coherent and instantly recognizable Brand Imprint. Color alone is seemingly very hard to “own.” Germany’s Deutsche Telekom is a rare but strong example of the consistent use of a distinctive shade (pink) as a common connection between the brand’s assets and campaigns. The same color is also deployed widely and successfully by subsidiaries of the brand: T-Systems in Germany and T-Mobile in the US and other markets.
The most instantly recognizable logos tend to deploy two main approaches to design: The use of one or two letters from the brand name in a specific font and color scheme e.g. the Google “G” or the use of stylized imagery directly linked to the brand name e.g. the Apple logo—the most recognized asset among brands in the 2018 BrandZ™ Global Top 50.
Though slogans were not comparatively strong in instantly evoking a brand, the most successful summarize the key meaningful difference of the brand using simple words and phrases in combination with a unique font and color scheme e.g. Walmart’s, “Save money. live better.” Or Taobao’s (Alibaba), “I love bargain hunting!”
Celebrities generally performed poorly. Although they can clearly serve other purposes (generating PR and buzz, for example), it seems that few celebrities are instantly associated with particular brands. This suggests that a commitment to consistency is a critical element in building a strong asset, with more transient relationships with celebrities, sponsorships, and campaign-specific slogans likely to be much harder to own as intuitive branding devices, at least without persistent repetition and investment These results also suggest that an appropriate fit with the brand is important, along with ensuring that the chosen celebrity is not involved in similar activity with other brands.
Kantar Millward Brown’s global advertising database shows that while there have been successful celebrity-led ad campaigns, the use of celebrities far from guarantees a successful campaign. On average, using a celebrity makes little difference to the branding and effectiveness of an ad, though consistent use can boost overall campaign effectiveness.
In contrast, brand founders proved to be very strong cues in several cases—Richard Branson scored 137 for Virgin Media in the UK; Colonel Sanders, 131 for KFC in the US; and Steve Jobs, 122 for Apple, also in the US. Clearly, these associations are due to unique and long associations with a single brand, but this does suggest that some brands may benefit from more tactical use of such ambassadors.
The 3 Cs of a Strong Brand Imprint
Clarity requires simple, clean, uncomplicated, connected use of color, design, and phrasing. Strong Brand Imprints often employ a distinctive color palette to connect, amplify, and build a unique and instantly recognizable identity.
Consistently deploy brand assets over time, across channels and products—drawing on heritage where relevant. Think exposure, exposure, exposure at all touch points and opportunities to embed assets and reinforce recognition.
Reinforce relevant brand purpose, principles and messaging. Think of your assets as potential mini opportunities to invoke reminders of key messages to maximize influence at points of decision making.
Written by Martin Guerrieria, Global BrandZ™ Research Director,Kantar Millward Brown
World Cup Audience is 6x More Likely to Care About Health & Wellness
Lotame shares global data on soccer fans from the world’s largest third-party data exchange
Lotame, the leading independent data management platform (DMP), as well as the most trusted and comprehensive data exchange, today announced the results of a brand-new global report examining soccer fan behavior online, ahead of the 2018 World Cup. For the study, Lotame developed a soccer fan audience profile comprised of thousands of permission-based online behaviors from 86 million identified soccer fans. The data analyzed came from the Lotame Data Exchange (LDX), the world’s largest third-party data exchange, with more than 4 billion cookies and mobile device IDs.
According to Zenith, the 2018 World Cup will add $2.4 billion to the global advertising market. For brands and marketers, the tournament delivers valuable opportunities to reach audiences not just through TV, but digitally — online. In evaluating soccer enthusiasts and their behavioral patterns, Lotame identified a number of profile attributes that can support advertisers as they consider digital marketing strategies for the event. They include the following.
World Cup fans mostly male, no children.
According to Lotame data, more than half (56%) of the soccer fans and World Cup audience online is male. Further, the age breakdown for fans is, for the most part, evenly split: 18-24 = 13%; 25-34 = 17%; 35-44 = 15%; 45-54 = 17%; 55-64 = 18%. Additionally, there is a high chance — 7x more likely — that there are 1 or 2 adults in a soccer fan’s household, with a pet but no children. More than two-thirds (67%) of the audience does not have children.
“Advertisers need to know what this World Cup audience looks like to effectively connect and engage with them,” said Ryan Rolf, Vice President of Data Solutions at Lotame. “Our analysis finds them to be slightly more male, but evenly split among most age groups. This intelligence is critical for smarter, more informed ad buys.”
World Cup fans are health conscious shoppers.
Per Lotame‘s study, soccer fans are very particular about the foods that they eat. In fact, they are 6x more likely to be focused on a healthy lifestyle and wellness (e.g., they expressed an online interest in healthy foods, exercise, etc.). Additionally, this probable World Cup audience is 6x more likely to be meticulous about meal planning, focusing on fresh and organic food options. Soccer fans are also 8x more likely to have a vegetarian or vegan diet.
“For CPG, QSR and retail advertisers seeking to share food and beverage campaigns with a captivated World Cup audience online, healthy options will be in-demand,” added Rolf. “Our data suggests that soccer fans are all in on a healthy lifestyle. That theme should be prioritized in any campaigns or messaging during the tournament.”
In media and entertainment, fans prefer comedies.
For media and entertainment advertisers, whether its linear TV or film, comedy is the preferred format among the World Cup audience. According to data from the Lotame Data Exchange, fans are 9.5x more likely to watch comedy television. Meanwhile, they are 8.5x more likely to watch comedy films.
“Media and entertainment spend will see a sizable increase during the World Cup,” said Rolf. “Smart and savvy advertisers are trying to understand who their audience will ultimately be so they can maximize campaign reception and engagement. Our data indicates that comedies — not dramas or horror, for example — should feel confident advertising during the event. The audience simply skews in that direction.”
Additionally, soccer fans are 7x more likely to be interested in other sports, such as baseball, basketball, tennis and hockey.