Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. But what drives this generation and how do you develop the right brand strategies to reach this critical generation. How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on five years of intensive new youth research by InSites Consulting, it provides insights into the consumer psychology and behaviour of ‘the Millennials’. It will help you to connect with this new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them. Full of case studies and interviews with global marketing executives of successful brands such as Jack & Jones, Nokia, H&M, Nike, Levis and Coca-Cola.

3. //Template 1
• Tekst

4. //Template 1
• Tekst

6. //Template 1
• Tekst

12. //Template 1
• Tekst

15. Source: InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France,
Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.

19. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

21. Cool

22. Cool

23. //COOL =
0.38*Original
Cool

24. Cool
Innovation, novelty and scarcity
//Template 1
• Tekst

25. Cool

26. //COOL =
0.20*Popular
Cool

28. #146
Cool

29. Cool

30. Cool
//Template 1
• Tekst

31. Cool
//Template 1
• Tekst

32. Cool
//Template 1
• Tekst

33. Cool
//Template 1
• Tekst

35. Cool
//Template 1
① Act, don’t tell
• Tekst
② Innovate and surprise
③ Friends are the COOL filter

37. Real
//Template 1
• Tekst
Insert
movie
Adidas

38. Real
//Template 1
• Tekst

39. //Authenticity for
Generation Y
Real

40. Real

41. Real
//Template 1
• Tekst

42. //Human
branding
Real

44. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?
Source: InSites Consulting BENELUX study for LEVI’s Europe 2008

45. //re-Humanizing
marketing
Real

46. //Template 1
• Tekst

47. //Template 1
• Tekst

48. Real

49. Real
//Template 1
• Tekst

51. Real
//Template 1
① Stay true to your roots, but don’t shout
• Tekst
② Warm is the new cool
③ Be open and respectful, listen (like friends)

54. Unique
//Template 1
• Tekst

55. //Template 1
• Tekst

56. //Template 1
• Tekst

57. //Template 1
• Tekst

58. Unique
//Michael stole the moonwalk from David…
//Template 1
• Tekst

59. // who stole it from Marcel Marceau
//Template 1
• Tekst

60. //Template 1
• Tekst

61. Unique
//Does this remind you of something?
//Template 1
• Tekst

62. Unique
//Dietrich Mateschitz
//Template 1
• Tekst

64. //Template 1
• Tekst

65. Unique
//Uniqueness by stealing from other industries
//Template 1
• Tekst

66. Unique
//Template 1
• Tekst

67. Unique

68. Unique
//Evolution of the environment in denim
//Template 1
• Tekst

69. Unique
//But watch out for ADAPTITIS…
//Template 1
• Tekst

71. Unique
//Template 1
① Sustain your unique proposition & style
• Tekst
② But adapt to the changing environment
③ Not forgetting about your core audience

73. Self
//Template 1
• Tekst

74. Self

75. Self

76. Self

78. Self
//Template 1
• Tekst
Insert
movie
rorschach
U
by
Kotex

79. Self
//Template 1
• Tekst

80. Self
//Template 1
• Tekst

81. Self
//Template 1
• Tekst

82. Self
//Template 1
• Tekst

83. Self
//Template 1
• Tekst

84. Self
//Template 1
• Tekst

85. Self
//Template 1
• Tekst

87. Self
//Template 1
① Don’t offer products, support lifestyles
• Tekst
② Never use tribes on the outskirts
③ Vary & combine different passion points

90. Happy

91. Happy
//Template 1
• Tekst

92. Happy
//Template 1
• Tekst

93. Happy

94. // I WILL NEVER FORGET THE DAY… Happy
Extreme experience (e.g.
skydiving, mount climbing) When I was dumped
by my partner
Graduated
Meeting the love
of my life
Becoming a sport Surprise
Death of a person
champion N = 40
close to me
Happiness
Anger
My first kiss N = 156 N = 13
Got my driving license
When I got in a fight
Fear
Disgust
N = 30 N = 14
New school Discovered I had no
Sadness
real friends when I
N = 93
Moved needed them most
Encountered aggression
Was diagnosed Being dumped by my
with a serious boy/girl friend
Parents got illness
divorced
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania,
Poland, Brazil, India, and China.

95. Happy
//Template 1
• Tekst

96. // I WILL NEVER FORGET THE DAY… Happy
Extreme experience (e.g.
skydiving, mount climbing) When I was dumped
by my partner
Graduated
Meeting the love
of my life
Becoming a sport Surprise
Death of a person
champion N = 40
close to me
Happiness
Anger
My first kiss N = 156 N = 13
Got my driving license
When I got in a fight
Fear
Disgust
N = 30 N = 14
New school Discovered I had no
Sadness
real friends when I
N = 93
Moved needed them most
Encountered aggression
Was diagnosed Being dumped by my
with a serious boy/girl friend
Parents got illness
divorced
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania,
Poland, Brazil, India, and China.

97. Happy

99. Happy
//Template 1
• Tekst

100. Happy
//Template 1
• Tekst

103. Happy
//Template 1
① Deliver gratifications, not just pleasures
• Tekst
② Don’t use negative emotions
③ Happiness is the new rebellion