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Havas has some bad news for brands: Its annual study revealed that people wouldn’t mind if 77 percent of the world’s brands ceased to exist. That’s up 3 precent from 2017.
The global study, now in its tenth year, was a survey of over 350,000 people and more than 1,800 brands in 22 categories aimed at determining what makes a meaningful brand today. For Maria Garrido, chief insights and analytics for Havas Group, the staggering 77 percent figure signifies that “brands weren’t listening a year and a half ago or maybe we didn’t scream loud enough.”