BAV@WPP

It's no secret: today's market is saturated. Having a great product or service is simply the price of entry. To truly stand out and capture the hearts (and wallets) of your audience, you need strong brand differentiation. But here's the catch: differentiation is becoming increasingly elusive. WPP BAV data reveals that the percentage of highly differentiated brands is shrinking, even among market leaders. In fact, a staggering 85% of global leading brands have lost differentiation over the past decade. This isn't a time to panic, but a time to pivot. This data is a wake-up call for brands to double down on what truly makes them unique. It's an opportunity to ditch the superficial and invest in authentic connections with your audience. By embracing creativity, staying agile, and deeply understanding your customer, you can defy the odds and build a brand that doesn't just survive, but thrives. #WPPBAV #WPP #BAV

This year, an unprecedented number of people will vote in national elections across at least 64 countries and the European Union, representing nearly half of the world’s population. The outcomes will shape global perceptions and influence how countries are viewed internationally for years to come. Today, Thursday, July 4, the UK has been holding one of these pivotal elections. So, we thought we would combine some of the stunning visuals we created with Flourish (part of Canva) - our talented data visualising partners for the BAV Best Countries 2023/4 (recently showcased at the UK Houses of Parliament) with informative and engaging data visualisations of today’s UK election results in real time. Explore the data here: https://lnkd.in/dF28VKnW

***16 BILLION data points. 53 countries. ️ 2.9 million people.*** That's the power of BAV! We've been diving deep into consumer behaviour for over 30+ years, giving you the insights you need to understand what truly matters to consumers

Let’s take a break from the NBA for a moment, because it's time to shine the spotlight on the WNBA! Did you know that males are increasing their perceptions for the WNBA? According to the latest US 2024 Q2 BAV data, in just one year, we’ve noticed a gradual uptick in male audience support for the WNBA. All four of our BAV Pillars have ascended, and with standout young talents like Caitlin Clark, Angel Reese and Cameron Brink, the future shines brightly!   Let's keep cheering on these incredible athletes and the growth of women's basketball together! #WNBA #WPPBAV #WPP

Brand Spotlight #1: Airbnb 🌍 Airbnb has transformed the travel industry with its innovative approach to accommodation, setting new standards for what travellers expect.  According to BAV data across 33 markets, Airbnb is 34% higher on Top Preference compared to the average hotel brand, globally! But what truly sets Airbnb apart? Compared to the average hotel brand, consumers perceive Airbnb to be: 🔹 161% more Creative 🔹 127% more Original 🔹 120% more Innovative 🔹 47% more Trendy 🔹 17% more Committed to Inclusion These stats underscore Airbnb’s dedication to qualities that resonate deeply with modern travellers. Exceeding consumer expectations while creating lasting emotional connections - something traditional hotel brands struggle to match. What other qualities do you think are most important in creating a standout brand experience? Share your thoughts below! 💬 #BrandSpotlight #Airbnb #TravelIndustry #BAVData #BAVInsights #BAVWPP #BrandInnovation #ConsumerConnection #MarketingStrategy #Inclusion #Creativity #Innovation

A great turnout at the WPP Campus in Toronto for our first masterclass all about using WPP BAV to drive growth. Thanks to everyone attending. Arthur Fleischmann #DavidRoth Erik Bernskiöld

With summer☀ around the corner, it's time to gear up with the best athletic wear to keep you moving...Challenger brands are stepping up in the sportswear industry! According to BAV data, these innovative companies are disrupting the market with cutting-edge designs, strategic partnerships, and compelling stories. Performance and lifestyle are increasingly intertwined, and brands need to satisfy both. While Adidas, Nike, New Balance, Under Armour, PUMA Group and Reebok remain market share champions, challengers like HOKA, Alo Yoga, and On Running are tapping into the new and growing desires of the 'athleisure' consumer. Although these brands currently have low Knowledge scores, they indicate rising popularity and promising potential: 🔹 HOKA: Known as the running shoe that "makes downhill running feel like flying", Hoka is popular among elite ultra-marathoners. Compared to the official NYC and London Marathon partner, while not as Relevant as New Balance today, it is 162% more Differentiated than NB among American consumers. 🔹 Alo Yoga: While Lululemon has been consistent with its strong 78% Differentiation score since last year, Alo Yoga has made a 12% jump to being at 80% Differentiated among those who are familiar with these brands. With media calling Alo Yoga “the cool-girl activewear brand”, celebs across Hollywood are shifting to Alo…Watch out, Lululemon! 🔹 On Running: With a strong "momentum" brand profile, indicating future growth, On Running is in the top 25% of the most Relevant brands in the US. Its recent partnership with megastar Zendaya shows they’re pushing this momentum and dreaming big! Jumping onto the most talked about trends, stars, and entertainment, On is racking up its cool points! https://lnkd.in/eJ-HJGFk #Sportswear #SummerReady #ChallengerBrands #Innovation #Partnership #BAVInsights #Athleisure #PerformanceAndLifestyle

This past Sunday, Father's Day was celebrated in both the US and the UK. The latest BAV USA data reveals that fathers with children under 18 are more inclined than all males under the age of 55 to pay a premium for certain brands, seek out brands that have a positive social influence, and assert themselves as early adopters of new products, services, and brands. Below are some of the most loved brands among fathers. #WPPBAV #WPP #BAV #FathersDay #KitKat PayPal adidas Samsung Electronics Amazon Prime McDonald's Nike Amazon

Brands are alive! Over 30 years of brand data in BAV has demonstrated that brands are dynamic entities, perpetually evolving based on everyday decisions made by their stewards. From product development to social responsibility initiatives, these choices can propel a brand to cultural iconicity or push it into irrelevance. Throughout the years, and for many more to come, we've witnessed north stars rise and fall, promising prospects burn out prematurely, and fatigued leaders rejuvenate their energy to reconnect with people's hearts. Brands demand nurturing, attention, and strategic direction to flourish in the constantly shifting landscape of consumer preferences and market trends. Brands guided by informed decision-making will not only shape a company's role and position in culture but also fuel both present and future success. However, the aftermath of poor decisions can be harsh and unforgiving. #WPPBAV #WPP #BAV