A lot has been said about the value of having consumers love your brand. But what does this mean, and how can brand love be achieved?

Is it Love or Like?

The first thing to say is that most consumers do not 'love' brands. At best they like them. Kantar Millward Brown's emotional priming research demonstrates that most brands evoke a mild, instinctive liking, but not a more passionate response.

There are also differences by country and category; for example, in the US, Affinity is strongest for salty snacks and confectionery and weakest for banking and insurance.

Does Affinity matter?

Our global BrandZ™ database reveals a strong correlation between Affinity and brand use. People who buy a brand tend to like it. However, this doesn't tell us whether people are buying the brands they like, or liking the brands they buy. There are brands that buck this trend; some discount brands are purchased but not much liked; and some premium brands are admired more than purchased.

Additional analysis shows that Affinity has an important role in encouraging repeat purchase. Combined data from Kantar WorldPanel and BrandZ shows that people are twice as likely to buy a brand again if they like it to start with.

Brands with higher Affinity than their level of usership would suggest, tend to have a higher Premium Index – the potential to support a higher price.

BrandZ analysis further backs this up; people say they will pay more for a brand they like.

Improving brand Affinity

What steps can be taken to improve Affinity? It seems advertising is a contributing factor to improving brand Affinity. There is a relationship between brand Affinity and great advertising. A brand that has great advertising is likely to be liked. However, analysis of our Link™ advertising database shows that to produce likeable advertising, you don’t necessarily have to produce ads which are enjoyed – ads which convey relevant, different information are also liked.

There are also some brands that are liked which don't have great advertising. A second route to Affinity is to be meaningfully different. Brands that have relatively high Affinity compared with their level of usership, index much more highly on being Different and being Meaningful. Good examples include car brands such as Audi, BMW, Lexus, and Mercedes; and tech brands like iPhone and amazon, as well as brands like Pampers and Lavazza.

In summary, levels of love for brands tend to be low, but there are several ways to improve affinity. Higher Affinity is related to use, which results in higher repeat purchase, and can help justify a price premium. Enjoyable advertising can also help build brand Affinity. And, being meaningfully different, and promoting the brand's meaningful difference through advertising can also help.

Written by Dominic Twose, Global Head of Knowledge,Kantar Millward Brown

Food holds a complex place in our lives. It says something about who we are, what we believe and where we come from. 

Food trends mirror our connection with food, how we interact with it, and how the industry adapts to our evolving taste buds: whether it’s the classics being reinvented, or newer experimental concepts becoming the latest craze. With dining out as one of the population’s favourite pastimes, whether foodies or non-foodies, each year sees a whole new range of trends coming and going in the food industry. From poke bowls and frozen yoghurt, to the Peruvian food craze, pitch-black foods and heavily Instagrammable avocado on toast, food trends always make for a delicious journey. 

In celebration of the fifth edition of the Dubai Food Festival, Dubai Tourism along with research by food writer Samantha Wood of impartial restaurant review website FooDiva www.foodiva.net, has compiled the top 10 food trends that have been slowly making their way to the forefront of our hearts and our palates, and are set to make their mark in 2018. 

Here’s presenting the Dubai Food Future: 

 1. HOME GROWN HAVENS 

While the past decade has seen Dubai become home to numerous restaurant concepts created by world-renowned celebrity chefs, the effect of the influx of such high international standards to the region has not only inspired an upsurge in quality across the board but has also led to the rise of native talent in Dubai. Over the past few years, we have seen a steady increase in the number of high-quality home-grown concepts spring up around Dubai. This is only set to continue during 2018, with plenty of exciting new independent establishments under development locally by restaurateurs based in the region. These new businesses are a sign of the ever-evolving and maturing restaurant scene in Dubai, also reflecting one of its greatest assets, which is its diversity. The timing is also just right; diners are increasingly looking for an array of locally developed concepts that are well executed. It’s time for local heroes to flourish, paving the way for a city with unique flavours and options that you won’t find elsewhere. 

 2. THE NEW THIRD WHEEL

More hotels are working with external specialists for restaurant solutions, which can have a whole host of benefits for everyone involved. With an independently operated restaurant, the restaurateurs are the F&B experts, bringing their knowledge and business acumen to the table, while the hotels can focus on rooms and leisure options amongst others. This strategy gives more diversity to a hotel’s F&B offering for in-house guests, residents of the emirate as well as tourists to the city.

 3. THE HIGH-LOW MIX

While high-end luxury will always have its place, gone are the days of superlatives where everything needs to be the biggest, best and most glamorous. Echoing global trends for independent, smaller concepts that do not cut corners on quality, this year we anticipate the further rise of mid-priced licensed restaurants in a casual setting. Increasingly there is a realisation that one doesn’t need to always pay top dirham to enjoy great quality in an enjoyable setting – affordability is a key decision-making factor when dining out this year. As a result, we foresee that high-end licensed restaurants will be reserved for special occasions. The ever-growing and increasingly urbanised population of residents, as well as visitors will seek out a more informal setting for casual outings - without wanting to sacrifice on quality.

 4. BANG FOR YOUR BUCK

With affordability a key decision-making factor when dining out, residents and visitors are looking for more bang for their buck. The success of culinary promotions has steadily grown over the years, and with developments in technology it is getting easier to give added value dining option to foodies. If it’s not through an app, clever F&B promotions can do the same job, allowing more people to try a greater range of choices within the city’s vast dining sphere. For example, the very popular Dubai Restaurant Week, which is part of Dubai Food Festival gave people the chance to dine at the city’s finest restaurants at irresistible prices. 

 5. THE ARABIAN FUSION

We’ve seen the rise and fall of interest in different types of cuisine, from Peruvian to Balkan and everything in between. In the year ahead, we’re anticipating an increase in the number of both traditional and modern Middle Eastern and North African restaurants, with regional flavours becoming more of a cuisine of choice in Dubai. With homegrown concepts gaining popularity, we will begin to see more Arabian flavours and spices infused into European and Asian cuisines, giving our city its own unique fusion flavour reflective of our cosmopolitan population. 

 6. MICRO-DISTRICTS

With the evolution that occurs in any growing city, Dubai has blossomed into an emirate with plenty of character across many of its neighbourhoods. Whether JLT, Barsha, or Business Bay, each of these micro-districts comes with its own identity and a plethora of cafes and small eateries spanning every cuisine under the sun. Many “hidden gems” are also cropping up in these newly-developed areas, making them even more covetable places to visit. 

 7. EXPERIENTIAL DINING

With people becoming ever more conscious of how they spend their free time, diners are now seeking something beyond a traditional restaurant experience. Pop-ups and supper clubs; local and global guest chef appearances at Dubai restaurants; cooking classes paired with a meal; or even live entertainment weaved into the dining experience are all now part of the scope when enjoying an evening out, making it more of an occasion, than a simple meal. Restaurant tours, street food tours, as well as food events like Dubai Food Festival are also making dining more experiential and we see these growing ever more popular in the year ahead.

 8. FEED ON THE GO

One of the key signs of any growing city is that its residents get busier. Convenience and affordability go hand-in-hand here, and whether you’re looking at takeaways or food deliveries, options offering the chance to save time and hassle are growing at an exponential rate. A multitude of apps deliver restaurant-quality food straight to your home, in an impressively quick time frame. We have also seen a rise in meal plans, chef-for-hire services and domestic caterers.

 9. KEEP IT LOCAL

What began as a niche option for those in the know, the farmer’s market scene has steadily grown over the last few years, offering local and sustainable produce to both consumers and trade. Hydroponic vertical farming for micro herbs is also present here, with plans for growth. Local and regional fish and seafood are easily available at the newly revamped Waterfront Market and Umm Suqeim Fishing Harbour. The UAE even boasts its own oyster farm in Dibba Bay that supplies restaurants in Dubai. Dubai-based artisan producers are on the rise, creating original options for everything from coffee, honey, and tea, to chocolate and cheese. This shift towards keeping things as local and sustainable as possible has also seen both restaurants and consumers minimising food wastage a greater priority. 

 10. HEALTH IS WEALTH

People are demanding healthier food both at home, as well as when dining out, with an upswing in the number of health-focused food trends and the demand for more suitable and specialised options. We will continue to see more interest in vegetarian and vegan dishes, while flexitarianism is also on the rise. Consumers are seeking more gluten-free, dairy-free, paleo and low-carb options. Among the key dietary regimes for the year ahead is gut-friendly foods that encourage positive gut health such as probiotics, prebiotics, fermented foods, activated charcoal, turmeric and cumin.

● Expanded to include face Lenses as well as World Lenses

● Official Creator Program launched to highlight and partner with select creators

Snap announces new tools for any Lens Studio creator, including seven all new face templates, integrated Gif stickers, and additional creator support designed to boost community Lens discoverability and engagement. 

Lens Studio is a free Mac and Windows desktop app which gives developers, creators, and brands the tools to create and distribute their very own Snapchat AR experiences. The Lens Studio includes templates, guides and scripting API to help anyone from 2D designers to 3D modellers and animators to get started with augmented reality.

Improving the templates and tools is foundational to removing the friction around the creative process, so that everyone can continue to use Snapchat to create and express themselves. The update today includes:

New face templates in Lens Studio

Seven all-new templates supporting face Lens creation will be launching in Lens Studio (more details below). Prior to this, community creators were only able to make World Lenses with Lens Studio. 

GIPHY Integration 

Now Lens Studio creators have access to GIPHY’s library of animated GIF stickers. Creators can now actively search through GIPHY’s endless library right in Lens Studio to seamlessly add GIPHY Stickers into their World or Face Lens creations.

Community Lens Stories in Discover

A new type of Story, just for Lenses! Each Story will be a collection of public Snaps submitted to Our Story highlighting a community Lens. Snapchatters watching the Story can simply swipe up on a Snap they see in these Stories to unlock the Lens for themselves.

Official Creator Program

In the two months since launch in December 2017, over 30,000 Lenses had been submitted by creators, viewed by Snapchatters globally over 1 billion times (as shared during our 2017 Q4 earnings call). To continue to foster and learn from this community, we’re launching an “Official Creator Program” through which the team will highlight and partner with select creators in the community. These creators will receive support such as visibility on our Lens Studio website, more direct support from the Lens Studio team and early access to features and templates.

New Template Details

● Face Paint: Focuses on face substitution, mapping a face to create art tied to facial features/structure i.e. eyes, nose, mouth, etc.; perfect for Lenses that show off makeup, costumes, and accessories. 

● Photo: This template is similar to Face Paint, but only requires the creator to have a single, head-on photo of their face creation. Import that image into Lens Studio and our “Detect Face” functionality will align the image to a face Lens. 

● Distort: Everything you need to give your friends a wacky new look - stretch a face in all directions, make your eyes bulge, and more. No assets required.

● Trigger: Create experiences based off of facial movements -- like raising your eyebrows, blinking, opening/closing your mouth, and smile; scripting and 3D experience helpful

● 2D Objects: Attach 2D images to your head! With 2D illustration experience, users can apply sprites to build Lenses much like our favorite dog eared Lens. 

● 3D Objects: Attach 3D objects to a face or multiple faces. For multiple faces, the 3D objects for each face can be the same or different. This template also includes a helper script to play looping animation on the 3D objects. 

● Baseball Cap: Make simple adjustments to the 3D baseball cap to change the color, brim style and add a single image to make it your own in seconds.

Films, Concerts and even Monster Truck Rallies Transforming Environment – and Creating Significant Opportunities for Business 

Saudi Arabia’s on-going efforts to transform its economy and diversify away from its dependence on energy is driving the creation of a vibrant new entertainment sector, according to experts set to meet in the Kingdom in May.

The launch of the General Entertainment Authority in 2016 has already had a transformative impact, hosting more than 2,000 events in 2017. These have included jazz festivals, operas, Saudi Fashion Week and even monster truck rallies.

To support this cultural diversification, the Kingdom has budgeted US$64 billion for arts, tourism and entertainment investment over the next decade. In addition, international entertainment companies are entering the market to operate venues and cinemas.

A special panel at the Euromoney Saudi Arabia Conference, organised in partnership with the Ministry of Finance, will examine the economic impact of the growth of this new sector, the contribution to job creation and the investment opportunities for global investors.

“There is international interest in the growth of Saudi Arabia’s cultural sector both from a social perspective but also as a significant investment opportunity. It has provided one of the most visible signs of change taking place in the Kingdom and is also a fascinating case study in the financial contribution that arts and entertainment can make to an economy,” said Victoria Behn, Euromoney Conference’s Director of Middle East and Africa.

“We’ve assembled a panel of investment experts and people at the heart of this cultural transformation to discuss the priorities for investment over the next decade, as well as the role that international companies can play,” she added.

The addition of entertainment investment to the agenda in 2018 reflects both the growing diversity of the Saudi economy as well as Euromoney Saudi Arabia’s comprehensive coverage of all aspects of the regional financial sector.

Media agency will accelerate the digital transformation of the market with its data-first approach

Omnicom-owned communications agency PHD today announced the opening of its latest office with a new operation in Cairo, Egypt. Located in the central district of Zamalek, the new agency is the network’s fifth location in the Middle East, joining Dubai, Abu Dhabi, Riyadh and, most recently, Beirut.  

The move is in direct response to clients’ needs for the agency’s strategic, digital and creative expertise, as well as its data-first approach, in this major consumer market. The new office will build on the business it already has with regional and international clients.

PHD’s Egyptian operation will be led by industry veteran Nour Eldin Saleh as general manager, reporting directly to Elda Choucair, CEO of PHD MENA. Saleh, who began his career as a planner and worked at Starcom and Mindshare, will now focus on his new team and client portfolio.

“PHD’s expansion into Egypt, our largest market in the Middle East to date, is a clear indication of how the region is transforming. While it has a rich heritage and thriving traditions, the country is rapidly progressing in terms of digital sophistication, both from a consumer and corporate standpoint,” explained Elda Choucair, CEO of PHD MENA. “The time is right for PHD to capitalize on this shift and introduce ground-breaking approaches in media and communications. I am certain that, with Nour Eldin Saleh at the helm, we will provide new levels of media and business excellence to our clients.”

“As the Egyptian market becomes more and more digital, there couldn’t have been a better time for PHD to launch its core data and analytics offering and act as a key driver of business transformation,” said Nour Eldin Saleh, general manager of PHD Egypt. “I’m absolutely thrilled to be part of the next phase of growth for the agency and its clients. PHD’s thought-leadership and innovation will be a significant differentiator in the industry and a huge draw.”

96 Percent of Marketers to Increase Video Ad Spend; Issue Call for Stronger Viewability Standards 

ViralGains, the industry's only digital video advertising journey platform, in conjunction with the Chief Marketing Officer (CMO) Council today released a study that investigated how digital video advertising is utilized throughout the customer journey. The CMO Council surveyed a total of 233 senior marketing leaders in the first quarter of 2018 for this study. Results revealed that marketing leaders are still very uncertain about the results they’re generating from digital video, and many don’t have the knowledge they need to succeed, even as a staggering 96 percent set out to increase their video budgets in 2018 (and beyond). 

The study indicated that while 78 percent of CMOs are increasingly held accountable for bottom-line metrics like sales, the vast majority are still measuring video ad success with traditional, awareness-based metrics like clicks and impressions, demonstrating a glaring disconnect that highlights an inability for marketers to derive the insights they need from video in order to drive meaningful business outcomes.

Moreover, only three percent of respondents believe that the current MRC standard for video viewability is reasonable, indicating dissatisfaction with today’s measurement standards and a desire for improved transparency and video engagement.

Other key findings from the report include: 

● Nearly half of all marketers surveyed expect to increase their 2018 digital video ad spend by up to 25%    

● 87% of marketing leaders  are willing to pay a premium for campaigns that guarantee completed views and deep customer insights

● 73% of marketers want total transparency into traffic, viewers and engagement 

● 40% want performance-based billing that is tied to real business outcomes versus just clicks and views 

“The research is clear - there’s a massive gap between how video advertising success is measured and the metrics that truly move the needle for brands,” said Tod Loofbourrow, CEO, ViralGains. “Today’s CMOs need to deliver insight and attributable impact as well as scale. They are rising up to find solutions that leave behind impression-based buying and help them drive and understand meaningful business outcomes. That’s what we’re doing at ViralGains, and the results of this research validate what we’re hearing from marketing leaders across industries.” 

Publicis Media Aligns EMEA & APAC Markets Under Unified Leadership

Move Advances Company’s Goal of Simplifying Its Business and Driving Deeper Connectivity in Service to Its Clients

Publicis Media today announced a unified leadership structure across Publicis Media EMEA and APAC, with Gerry Boyle appointed to the role of CEO, Publicis Media EMEA and APAC. This role expands on Boyle’s current remit as CEO of Publicis Media APAC to include oversight of EMEA operations as well. Boyle will continue to report to Steve King, CEO, Publicis Media.

Further, Nicole Pruesse is appointed Chief Operating Officer, Publicis Media APAC, in addition to her current EMEA COO responsibilities. Pruesse is charged with delivery of the business across these regions, reporting to Boyle.

In her most recent role, Pruesse built operational infrastructure and global distribution delivery that drove effectiveness, excellence, and efficiency across EMEA, including in the areas of PMX, Publicis Precision, Content and Data. She will now scale this operational expertise across both EMEA and APAC markets. 

The unified leadership structure furthers Publicis Media’s goal of simplifying its business and driving deeper connectivity in service to clients by aligning both EMEA and APAC under Boyle’s leadership and with Tim Jones continuing as CEO Publicis Media Americas.

King noted, “Gerry is a proven and well-known leader, strategist and client partner. In his most recent role as Publicis Media CEO, APAC, he delivered much success, including establishing the Publicis Media model in the region, developing a network of outstanding leaders, and driving client businesses forward. Nicole is also an extraordinary leader, well-equipped to build on our momentum across markets.”

In his EMEA remit, Boyle succeeds Iain Jacob, CEO, Publicis Media EMEA, who announced he would be leaving the company to pursue other opportunities. Jacob will be staying with the company through May to ensure a smooth transition.

Boyle in his expanded role will focus on bringing to life the Publicis Media model of a brand-led organization, powered by digital-first global practices, and working together with the other Publicis Groupe Solution Hubs for Power of One collaboration that drives client business forward across EMEA and APAC.

Boyle will also continue to Chair the Publicis Media Global Investment Council and lead Global Partnerships for Publicis Groupe.

Boyle, prior to his Publicis Media roles, served as Global Managing Partner and Chairman of ZenithOptimedia APAC.

Raw Orange is the UAE’s newest home-grown online fashion outlet created by women for women, offering high-quality fast fashion in a range of trendy, fresh, cool and quirky designs with just a click of your mouse or a tap of your thumb.

They say girls just want to have fun, but the gang of girls at Raw Orange want to be dressed in the sexiest, trendiest outfits while doing so, without emptying their pockets. From stylish accessories and stunning dresses, to swimsuits, graphic t-shirts, hoodies, little black dresses and so much more, Raw Orange has the look to make you stand out at any occasion.

“The online fashion scene has become increasingly popular in the UAE over the last few years, and it’s easy to see why,” says Sunit Bhatia, co-founder of the new store. “Raw Orange offers premium quality clothing for a fraction of the price of traditional outlets. Women don’t always want to have to go to the mall to try and find an outfit, instead they can now have Raw Orange deliver the perfect look directly to their door saving girls across the UAE time and money.

Shoppable content was meant to take off in 2017, with tech-enabled online content allowing consumers to buy featured products without being redirected to another site. However, its adoption by brands has been slow, as publishers still think of content first, with shopping as an afterthought.

This highlighted the fact that the back-end processes and technological expertise needed to integrate content with commerce shouldn’t be underestimated.  If publishers can form the right partnerships to fulfil all parts of the retail process then a whole host of new opportunities will arise, including live-stream retail, which allows consumers to shop in real-time directly from live content – shopping-as-entertainment reborn for the smartphone generation.

Shoppable content is one of those areas of commerce that has been tipped as the next big thing for the past couple of years. Previously restricted to static formats, shoppable content is now moving from visual images into online video. We are also seeing the growth of live stream retail, enabling consumers to shop in real-time directly from live content. These developments could give brands the greater level of engagement they need to start driving sales via this growing retail platform.

Put simply, shoppable content is tech-enabled and online, allowing consumers to buy featured products without being redirected to another site. Consumers can click on the featured brand on the content and be directed to a shopping site. This opportunity has brands and publishers working closely to produce content that can be monetised. The development of shoppable content is very much a natural progression for brands, as they have been harnessing new technologies and platforms to drive product discovery and personalise the shopping experience.

It is becoming easier to shop via video because of the platforms that are available, whether its YouTube’s shoppable ads, Instagram Stories’ shoppable video layer or Snapchat’s “swipe-up” as an e-commerce call to action. Start-ups are developing new functions that make video shopping more seamless and immersive, such as Cinematique’s touchable videos. Marketers need to test different formats and platforms and think carefully about how to integrate e-commerce call to actions into the video content they create.

There is also a new twist on shoppable content that will grow in importance in 2018: ‘live stream retail’ enables consumers to interact with brands and shop via live-streaming. This new method is gaining popularity in China, with its market value estimated to be worth US$4.4bn and the numbers of viewers reaching 456 million (source: Deloitte). Live-streaming and commerce go hand in hand in China compared with other Western countries where streaming and commerce are separate entities. Global businesses are taking the opportunity to sell to Chinese consumers via live streaming. Macy’s, which sells officially through Tmall Global in China, has used live-streaming to give about 100,000 Chinese consumers a look at its flagship store in Manhattan. In another layer of engagement, Macy’s offered viewers coupons of the items showcased in the livestream, which they could then use when purchasing them on Tmall. Retailers and brands in China are taking advantage of customer data and trending topics to develop content that attract consumers to participate in shop streaming.

Shoppable content and live streaming are exciting new forms of content built for commerce, which are set to radically change how consumers shop in coming years. Publishers will need to have the back-end process in place to ensure easy and effortless shopping and to meet growing demand. As full commerce functionality is built into content, brands will be able to leverage customer data to develop content that will drive consumers to discover and shop.

Written by Linda Tan at Zenith Media

Sabre Labs 2018 Emerging Technology Report examines the roles of automation, authenticity and blockchain in the evolving travel technology landscape 

Sabre Corporation, the leading technology provider to the global travel industry, has released the Sabre Labs 2018 Emerging Technology Report, its latest technology forecast focused on evolving technologies and trends that will impact travel over the next decade. The 2018 report evaluates automation, authenticity and blockchain as three major areas for consideration. 

“Increasingly, people are coming to understand that the travel business is really a technology business,” said Philip Likens, director of Sabre Labs. “Even the simplest journey generates huge amounts of data. Collecting, indexing and understanding that data – and how we apply that understanding to improve every traveler’s experience – is what will drive real innovation across the entire travel ecosystem. Whether it is A.I. and machine learning to automate and optimize tasks, the counter-intuitive ability to deliver authentic experiences digitally, or using new protocols (such as distributed ledgers) so a traveler can head to the airport and leave their wallet and ID at home – on purpose – tech is going to reshape the travel experience.” 

The report offers an extensive analysis of the three major areas Sabre Labs believes will have the most significant impact on the industry:

Automation

Automation is not a new idea. However, advancements in A.I. and machine learning offer the potential for step-changes in how we may be served in our digital environment. Awareness and cognitive capacity for machines suggest a huge range of opportunities for those serving the travel space to completely rethink when and what to sell, how to staff and operate their businesses, and how to anticipate and exceed their own customers’ needs.

Authenticity

In our current age, trust is in low supply – so authenticity and authentic experiences are more valuable than ever. At the same time, businesses increasingly need to rely on technology and digitization to interact with their customers at scale. But is technology in tension with authenticity? Is digital the enemy of the real? And how can we reconcile augmented and virtual realities with authenticity? We examine and unpack these complex issues.

Blockchain

Huge volatility in the price of cryptocurrencies has been dominating headlines but serve to overshadow the value in the underlying blockchain technology. Separating crypto hype from the actual potential of distributed ledger technology – which enable secure, “trustless” transactions to take place – can be hard to do. But there is significant promise for blockchain as it relates to travel, not the least of which is this: imagine heading off on a round-the-world trip without having to bring your passport or wallet. 

Concluded Likens, “Tomorrow’s travelers have a set of expectations fueled by ubiquitous access to information, smooth transactional experiences, and increasingly personalized offers. There is tremendous opportunity for companies to begin thinking about how their brand can be agile enough to meaningfully interact with tomorrow’s travelers. This report explores how technology can mediate and enhance these interactions – and ultimately make the journey better for everyone.”

Sabre Labs is the innovation team within Sabre devoted to exploring how new capabilities will impact travel over the next decade.