Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

5 years of cool research1. Trends & Brands: ° CBA 20062. Wicked? Sick? Dry? Or... ‘Cool’ 20073. The Magic Cool Formula: OPA 20084. Cool Today, Gone Tomorrow? 20095. Can’t get you out of my head 2010Book on ‘Branding to Gen Y’ 2011

It’s the brain, stupid• The visceral brain• The limbic system & amygdale• The neo-cortex & frontal lobes• Interplay, feedback & identity construction

If it makes you happy• Pleasures: the 5 senses• Gratifications: challenge & personal experiences

Happiness leads to loyalty

SOTongue is the new SOVYouth had a conversation in the past 4 weeks about... Filter = Only female

Face value

The most mentioned brands• TOP 3 most mentioned = all advertised• 3 of TOP 5 most talked about brands = the coolest in their category !

Mo ba nin N = 1294 / Filter = If had at least 1 conversation

Most + (65%) Most – (25%)1. Chocolates 1. Mobile operators2. Beauty care 2. Energy drinks3. Salty snacks 3. Banks

Yes, they CAN !

Change, we can believe inWas there an impact on ME or on OTHERS during the conversation?

The Cool BRAIN award ...What is the maindriver to start abrand conversation?

How to set tongues wagging?The cause of my brand conversation was…

Youth Activation Matrix

The proof of the pudding...

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

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

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

King of snowShare of Tongue King of Snow50%45%40%35%30%25%20%15%10%5%0%

High Buzz – High Impact• Ongoing conversations OBSERVE the content• FACILITATE conversations Feed with right cool content• JOIN conversations Co-create & designE.g. Communities:- AB Inbev Idea Brewers- De Standaard

The HYPES of 2010…THE HYPES OF 2010…

3 D(o’s) of the day1. Design buzz worthy content2. Drive cool conversations3. Demonstrate brand’s vision emotionallyIf you DO the DDD, youth won’t go Zzz...

The Head Guard Model COOL - CONVERSATION - CONVERSION

Can't get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh)

by How Cool Brands Stay Hot

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Can’t get you out off my head - word-of-mouth & cool brands (by Joeri Van den Bergh) Presentation Transcript