REFRESHING A GLOBAL BRAND CHALLENGE What global brand positioning will DRIVE SALES and MAXIMIZE BRAND GROWTH? The brand had always considered FUNCTIONAL BENEFITS to be most important to brand-building. Millward Brown showed that this was NOT THE MAIN DRIVER OF BRAND VALUE, instead, it was SHOWING COMMITMENT TO BUILDING PERSONAL RELATIONSHIPS. INSIGHTS HOW A MULTI-NATIONAL BRAND UNCOVERED ITS CUSTOMERS’ EMOTIONAL NEEDS AND RE-ENERGIZED ITS GLOBAL POSITIONING PERSONAL RELATIONSHIPS RIGHT PACKAGE FOR ME LOYALTY PROGRAM FUNCTIONAL BENEFITS BRAND BUZZ IMPORTANCE TO POWER, GLOBALLY IMPACT ACTION The data provided commercial justification for marketing to CREATE A NEW GLOBAL POSITIONING, FOCUSING ON INTERACTIONS WITH CONSUMERS TO MAKE THEM FEEL MORE VALUED. “Millward Brown's MEANINGFUL

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