How Cool Brands Stay Hot @ Vlerick iGMO Summit
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Presentation by Joeri Van den Bergh on How Cool Brands Stay Hot - Branding to Generation Y at the Vlerick iGMO Summit on June 21, 2012.
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How Cool Brands Stay Hot @ Vlerick iGMO Summit
- 1. Goeiemiddag iGMO Summit’ers Follow me: @joeri_insites
- 2. Goeiemiddag iGMO Summit’ers Follow me: @joeri_insites
- 8. STEREOTYPE //Template 1 #1 • Tekst “They are spoilt, don’t know the value of money and don’t want to work hard.”
- 10. Opening Forever 21 Antwerp 1000 waiting 23000 visited in one day 2 min on national news
- 14. STEREOTYPE //Template 1 #1 • Tekst “They are spoilt, don’t know the value of money and don’t want to work hard.”
- 15. “The Reflexive Generation” SELF WORK LIFE
- 21. “SCENE (T)AP(P)” 50 Chicago bars cams recognizing numbers & gender
- 23. 1. People will appreciate you for it. And they might spend some more money. free Wifi. 2. You can welcome your customers. 3. People are encouraged to talk about you and your offering.
- 29. STEREOTYPE //Template 1 #2 • Tekst “They have no respect for authorities and you simply cannot manage them.”
- 35. 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.
- 37. STEREOTYPE //Template 1 #3 • Tekst “They don’t know company loyalty and don’t want to pay their dues.”
- 41. Logistics Specialist Carrier Account Executive
- 50. // 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 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.
- 51. Happy
- 58. R2=.57 R2=.62 R2=.74 InSites Consulting Brand Model tested by path analysis
- 61. Real //Template 1 • Tekst Insert movie Adidas
- 63. //Authenticity for Generation Y Real
- 64. Real
- 66. Real
- 70. //Template 1 • Tekst Cases
- 71. //Template 1 • Tekst Cases
- 72. //Template 1 • Tekst Cases
- 73. //Human factor of branding Real
- 76. Real ①Stay true to your roots, but don’t shout //Template 1 • Tekst ②Warm is the new cool ①Be open and respectful, listen (like friends)
- 79. Happy //Template 1 • Tekst Insert movie SAF integrated longer
- 80. //YOUR Challenge… Real
- 81. Think of your company in 2025… => Gen Y = 30-45 – are you Gen Y Proof? How will you keep your COOL? What are your challenges? Strengths & weaknesses?
- 82. ① Helping to achieve //Template 1 • Tekst ②Being authentic ①Keep them interested (stimulation junkies)