Brandshare, the new study consumption Edelman, concluded between its main results that an overwhelming majority (90%) of consumers surveyed in eight countries (USA, UK, Canada, France, Germany, Brazil, India and China ) want marketers share their brands more efficiently. However, only 10 percent of average consumers think there is any particular brand you are doing this work really well.

The  Brandshare study (available here in full: measured in six-dimensional levels where the brand interacts and shares with the consumer (dialogue, experience, goals, values, product and history) and found a clear link between an interaction effective with the brand and its commercial value.

“Brandshare is a value and an organizing principle that begins by putting the public at the center of the brand strategy and prioritize activities based on the interests and needs of the public” said Jennifer Cohan, President Global Consumer Marketing at Edelman.

The study reveals that the fact that a product is more participatory is one of the most significant when it comes to influencing the purchase decision factors .

A large majority (91%) of respondents confirm that they would like to participate in the design process and product development, with the same result among the emerging markets and more developed. The public also demand complete honesty about the effectiveness of the product. In fact 9 out of 10 respondents would like to know how these products are made and how they respond and behave when compared with the competition.

Of the six dimensions of participation established, the concept of “values” is the entity that has a higher demand consumers. More than 9 out of 10 (92%) of respondents evaluated in 8 countries want to buy and consume brands that share their beliefs. In addition, nearly half of respondents (47 percent) claim that the marks show greater transparency in reporting on how to get their products and how they are manufactured. Only 4 out of 10 have expressed their wish that brands do more for their communities.

A significant majority of people surveyed (91%) demand brands that help them achieve and enable their personal goals.

The study confirms that consumers prefer to ask them what they want above tell you how to achieve it. This is seen especially in those product categories in which people do not trust entirely in their knowledge and experience, as financial services or technology. Respondents in France (50%), USA (43%) and Brazil (40%) agree that brands should strive to demonstrate that they share and support the ambitions of the people.

The key to successful participation and interaction of a brand with consumers by making sure that happens cares about the interests of the people as their products. The dimension “experience” when interacting with the brand is slightly more demanded among respondents from emerging markets among developed markets (87% vs 82%). 60 percent among respondents in developing markets also important to consider these participatory experiences with brands, compared with 18% of respondents in developed countries.

Consumers continue to look deeper into dialogue with brands  to perceive that takes into account their opinions and react to their answers. 4 in 10 respondents say they want brands that listen to them and respond more consideration twice respondents wishing there more branded content.

The “story” as the level of interaction is directly related to the purchase will and intent of the recommendation, although only 26 percent of surveyed consumers demand it.

“We now know more about how brands should be communicating with consumers and should focus on a marketing strategy multi discipline” Vander Molen said Alan, President and CEO of Global Practices in Edelman and Vice-President of DJE Holdings. “Marketing departments must evolve from the traditional linear model of the focus group to a new model involving people in all phases of product creation and development. Brands must also synchronize their brand marketing and corporate communication in a unified and consistent message, while redesigning the current channels of engagement to try to incorporate more consumer involvement to provide a higher value. “