In my book, I talk about the latest research on meaningful brands and what it means to be one.
According to the Havas Group, which helped to coin the term ‘meaningful brands’ with the annual Meaningful Brands study, meaningful brands “inspire meaningful connections between people and brands to generate business results.
Overall, the most meaningful brands experience a 24-point advantage over the least meaningful brands on purchase intent, a 41-point advantage on repurchase intent, and a 39-point advantage when it comes to customer advocacy.
Forty percent of meaningful brands use premium pricing successfully while only 18 percent of the least meaningful brands do.
The same research on meaningful brands revealed that 77 percent of consumers wouldn’t care if the products we use regularlydisappeared.

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