How Cool Brands Stay Hot @ SRM (by Joeri Van den Bergh)
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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.
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How Cool Brands Stay Hot @ SRM (by Joeri Van den Bergh)
- 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