The science of creating meaningful content | Mumbrella360 video

Does your brand mean as much to people as you think it does? Of course it doesn't. In this talk from Mumbrella360, Havas Media’s Maria Garrido exclusively reveals how 95% of brands could disappear and Australians wouldn’t care.

In the following session from June’s Mumbrella360 conference, Havas Media Group’s Paris-based global chief of insights and analytics, Maria Garrido, explains how consumers are having difficulty identifying how brands are adding meaning to their lives.

“People are having difficulty understanding how brands are contributing to their quality of life, yet at the same time people are searching for purpose beyond product,” she says.

“What I mean by that is going beyond the products benefits, but also providing personal benefits.

“Does the brand drive overall good for society as a whole, that’s what people are looking for beyond the rational functional benefits, what other meaningful content, what other services does the brand provide?” she tells the audience.

Garrido: 95% of brands could disappear and Australians wouldn’t care

Havas reveals Australia’s most meaningful brand to be Google, followed by YouTube, ABC, Coles, Qantas, Paypal, Microsoft, eBay, Aldi and Masterfoods.

The research, which was revealed exclusively at Mumbrella360, analysed over 1,500 brands, 55 content actions and over 60,000 interaction combinations to create a Content Effectiveness Index based off over 300,000 respondents.

Want more from Mumbrella360? You can check out video footage from our other sessions here.


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