How Cool Brands Stay Hot author and Insites Consulting founder, Joeri Van den Bergh's presentation slides for his session on Branding to Gen Y, presented at the Kogan Page and British Library Marketing Trends event held in October (http://www.koganpage.com).

1. Good afternoon
Follow me:
@joeri_insites

5. Opening Forever 21
Antwerp
1000 waiting
23000 visited in one day
2 min on national news

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10. Haul videos
Social media

13. 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.

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Crowdsourcing emerging designers
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via social media

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

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

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

30. Real
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Insert movie Adidas

31. Real
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32. //Authenticity for
Generation Y
Real

33. Real

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35. Real

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Cases

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Cases

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Cases

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

53. // I WILL NEVER FORGET THE DAY…
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 Sadnes Discovered I had no
s 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.

58. + 170K
views
(youtube,
Vimeo)
+ 200
blogs
(mashable
psfk, …)

60. Joeri Van den Bergh
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Follow me on
@joeri_insites
Blog:
Howcoolbrandsstayhot.com