What's the link between cool brands and conversations (word of mouth) by Millennials (Generation Y). Results from an InSites Consulting study for MTV Networks
This PowerPoint helps students to consider the concept of infinity.
Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)
1.
2.
3. 5 years of cool research
1. Trends & Brands: ° CBA 2006
2. Wicked? Sick? Dry? Or... ‘Cool’ 2007
3. The Magic Cool Formula: OPA 2008
4. Cool Today, Gone Tomorrow? 2009
5. Can’t get you out of my head 2010
Book on ‘Branding to Gen Y’ 2011
4.
5. It’s the brain, stupid
• The visceral brain
• The limbic system & amygdale
• The neo-cortex & frontal lobes
• Interplay, feedback & identity construction
6.
7. If it makes you happy
• Pleasures: the 5 senses
• Gratifications: challenge & personal
experiences
27. High Buzz – Low Impact
Why low impact?
• In-crowd? => break out of in-crowd
Add non-disputable content to surpass the ‘taste’ discourse
• Too distant? => increase emotional levels & end user involvement
Happiness: LOCAL gratifications
E.g. Coca Cola Expedition 206
28.
29. Low Buzz – Low Impact
• Increase conversations
Add disputable buzzworthy cool content to create conversations
• But watch out to outshine the brand
Conversations about the stunt... STAY TRUE & RELEVANT
E.g. Doritos Late Night Augmented reality concerts
30. Low Buzz – High Impact
• OBSERVATION !
often critical incident talks
• Or lower youth involvement
with category:
making the category cooler
and your brand cooler will
increase the buzz
E.g. Braun CruZer King of
Snow
31. King of snow
Share of Tongue King of Snow
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
32. High Buzz – High Impact
• Ongoing conversations
OBSERVE the content
• FACILITATE conversations
Feed with right cool content
• JOIN conversations
Co-create & design
E.g. Communities:
- AB Inbev Idea Brewers
- De Standaard
37. 3 D(o’s) of the day
1. Design buzz worthy content
2. Drive cool conversations
3. Demonstrate brand’s vision emotionally
If you DO the DDD, youth won’t go Zzz...