Our vision at Havas Media Middle East is to become a category leader in building meaningful brands and business success for our clients. In order to achieve this we rely on our assets of human understanding, connected thinking, superior integration, operational excellence and real time accountability.
To us Meaningful Connections describes how we want to connect brands to people and create shared value for our clients and communities alike. This aim and desire is supported by our Meaningful Brands study - a unique framework that allows us to analyse and track the connections brands have with our quality of life and wellbeing. We are the only group that is able to offer a global analysis and framework on this scale.
Meaningful Brands® is Havas Media Group's index that measures the potential business benefits gained by a brand when it is seen to improve our wellbeing and quality of life.
Through our drive to be ‘change agents’ for our clients, our Meaningful Brands index and approach challenges the way we define brand values. It provides us with new ways to create strong brands that will thrive in this rapidly developing socially minded world.
From our analysis we found that only 20% of brands have a notable positive impact on our sense of wellbeing and quality of life. Furthermore, for the second year running, we also found that most people would not care if 74% of brands ceased to exist. With this in mind, Meaningful Brands demonstrates that, in many cases, the connection between brands and consumers is either weak, broken or not there at all.
It is therefore clear that the existing approaches to building and measuring brand value are out of date. What is needed is a new way of working. A new vision of what it means to be a strong and prosperous brand that is able to develop meaningful connections with people. This is our vision and Meaningful Brands is our framework to make this happen.
Meaningful Brands offers a new set of communications tools to measure and build brand value in today’s demanding media environment. For the first time, we can connect brands with how we ‘feel’ about our quality of life and wellbeing. In order to do this, Meaningful Brands measures the impact of brands and their influence on factors such as our health, fitness, happiness, values, social relationships, financial security, lifestyles, habits and so on. Moreover, how they can affect our collective wellbeing, that is, how brands can help to improve communities, societies and the environment.
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