‘95% of brands could disappear and Australians wouldn’t care’: Havas Media’s Maria Garrido
Brands are being urged to inject more meaning into their offerings in order to ensure consumers actually care about the product and are engaged.
Imogen Hewitt and Maria Garrido at Mumbrella360
Speaking at Mumbrella360 on ‘The Science of Creating Content That Matters’, Havas Media Group’s chief of insights and analytics, Maria Garrido, said consumers are having difficulty identifying how brands are adding meaning to their lives, and would’t care if they disappeared.
Havas? Wasn’t that Euro?
The alternative view is that everyone would care but about one specific brand each and not care about the others. I know in my household we were pretty pissed off about ardmona disappearing up it’s own cannery arse and reappearing as house brands in colesworth, I doubt many others care. When I smoked, the b&h gold packages were my lifestyle expression. I’d have been gutted if they went even if the smokes were basically identical to others. You can’t make a rothmans into a players overnight. So 94% of those 95% I dont give a rats but I’ll chase the other on eBay for 3x more if you kill it in my market. (And I do. Huge amounts of grey market importing of one offs going on nonstop: grape nuts are three times more expensive than local cereals but available if you care enough)