How Cool Brands Stay Hot: Branding to Generation Y (by Joeri Van den Bergh), presented at the VMT Food Event on March 26, 2013 in 's Hertogenbosch (NL).

1. Goeiemiddag
Follow me:
@joeri_insites

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Crowdsourcing emerging designers
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via social media

27. Designers get their inspiration from
life in the city, the club scene,
each other, their expert coaches,
the Heineken brand and of course…
clubbers!

28. The layout takes a cue from
the nightlife journey of clubbers

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

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35. #146

38. “SCENE (T)AP(P)
50 Chicago bars
Cams recognizing
numbers & gender

45. Real
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Insert movie Adidas

46. Real
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47. //Authenticity for
Generation Y
Real

49. Real

50. Real

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58. Real
①Stay true to your roots, but don’t shout
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②Warm & close is the new cool
①Be transparent and respectful, listen (like
friends)