How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on five years of intensive new research, 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.

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5. Danish brand from the Bestseller group (Vero Moda, Only, etc) : from 4-6 collections
a year 20 years ago (when they started) to 20 different collections a year today
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The new coke FREESTYLE fountain: from 6 standard coke brands
in a dispenser to over 100 different combinations and variations,
all coke branded.

11. 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.

16. Cool

17. Cool

18. //COOL =
0.38*Original
Cool

19. Cool
Innovation, novelty and scarcity
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20. Cool

21. //COOL =
0.20*Popular
Cool

23. Cool

24. Gen Y has 146 brand related conversations/week: = 2X amount of adults
43% of Gen Yers actively recommends brands to peers
#146
1/3 try product/brand for first time after a brand related conversation
Cool

25. Cool
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27. Cool
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①Act, don’t tell
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①Innovate and surprise
①Friends are the COOL filter

29. Real
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30. Real

31. //Authenticity for
Generation Y
NOT origin, history or heritage (like in adidas commercial) but …
staying true to yourself
Real

32. Real
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33. Real

34. Real

35. Real
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37. 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)

40. Unique
//Dietrich Mateschitz
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43. Unique
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44. Unique

45. Unique
//Evolution of the environment in denim
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47. Unique
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①Sustain your unique proposition & style
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①But adapt to the changing environment
①Not forgetting about your core audience

49. Self
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50. Self

51. Self

52. Self

53. Self

55. Self
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56. Self
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57. Self
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58. Self
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59. Self
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60. Self
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61. Self
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62. Self
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64. Self
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①Don’t offer products, support lifestyles
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①Never use tribes on the outskirts
②Vary & combine different passion points

66. Happy

67. Happy
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St Johns university Queens New York
1 tweet, 1 Facebook status update (now 22.5 million fans)
1 million views within a week
Top 1% of best scoring ads ever tested by Coke in the US

68. Happy
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69. Happy

70. //HAPPINESS =
50% Setpoint
+
10% Conditions
+
40% Voluntary
Csikszentmihalyi (H)

71. Happy

73. Happy
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74. // 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.

75. Happy
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76. Happy
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77. Happy
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Insert movie SAF integrated longer

79. Happy
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①Deliver gratifications, not just pleasures
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①Don’t use negative emotions
①Happiness is the new rebellion

81. NIKE
RUNNING TAKEST
HLM

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

85. // RESULTS
- 70% Increase in Sales compared to
season index
- 68% Increase in Sales in ‘Take
Sthlm’store activity compared to
traditional NIKE space
- 8000 NIKE+ apps downloaded
Source: Sara Althini, Brand Manager NIKE Running Sweden Oct 2010

88. // How Cool Brands Stay Hot
The book is about connecting with a new generation (Generation Y) which will
determine how society and the consumer markets will evolve in the next 3
decades. The book is based on 5 years of intense new market research and
insights and case studies of MTV teams from all over the world, and offers
insights in the psychology and behaviour of “the Millennials” as consumers. The
book describes the five main characteristics of successful youth brands and will
help companies get in touch with this new generation of consumers by
understanding their preferences and dislikes. The book is interspersed with case
studies and interviews with global marketing executives at international brands
such as H&M, Coca-Cola, Levi‟s, Nike, Nokia and Jack & Jones. It presents
creative ideas to its readers about how to position, develop and promote brands
and how to make them relevant for Generation Y. More info and updates on:
http://www.howcoolbrandsstayhot.com
The book has just won the „Marketing Book of The Year 2011‟ award. A
professional and international jury nominated it as one of the 10 best books of
2011. Afterwards 2,153 marketers from 85 countries voted „How Cool Brands
Stay Hot’ as best marketing book of the past year. More info on this award on:
http://www.marketingbookoftheyear.org