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How Cool Brands Stay Hot @ E-recruitment Day Vacature (by Joeri Van den Bergh)
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How Cool Brands Stay Hot @ E-recruitment Day Vacature (by Joeri Van den Bergh)

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Presentation of Joeri Van den

Presentation of Joeri Van den

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  • 1. //Template 1• Tekst
  • 2. //Template 1• Tekst
  • 3. Cool//Template 1• Tekst
  • 4. 10 Commandments Have Faith in yourself Respect your parents Be honest Take responsibility for your own life Live life to the full and be passionate Keep your promisesWork hard to succeed but not to detriment others Be tolerant of other’s differences Be happy & optimistic, even in adversityCreate, don’t destroy (yourself, others, the earth, values) Hans (Mozes) uit Zele, Gen Y’er
  • 5. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  • 6. Cool
  • 7. Cool
  • 8. //COOL =0.38*Original Cool
  • 9. //COOL =0.20*Popular Cool
  • 10. Cool
  • 11. #146 Cool
  • 12. Cool//Template 1• Tekst
  • 13. Cool //Template 1①Act, don’t tell • Tekst①Innovate and surprise①Friends are the COOL filter
  • 14. Real//Template 1• Tekst Insert movie Adidas
  • 15. Real//Template 1• Tekst
  • 16. //Authenticity forGeneration Y Real
  • 17. Real//Template 1• Tekst
  • 18. Real
  • 19. Real
  • 20. Real//Template 1• Tekst
  • 21. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  • 22. //Template 1• Tekst
  • 23. //Template 1• Tekst
  • 24. //Template 1• Tekst
  • 25. Unique//Michael stole the moonwalk from David… //Template 1 • Tekst
  • 26. // who stole it from Marcel Marceau //Template 1 • Tekst
  • 27. //Template 1• Tekst
  • 28. //Template 1• Tekst
  • 29. Unique//Uniqueness by stealing from other industries //Template 1 • Tekst
  • 30. Unique//Template 1• Tekst
  • 31. Unique //Template 1①Sustain your unique proposition & style • Tekst①But adapt to the changing environment①Not forgetting about your core audience
  • 32. Self
  • 33. Self
  • 34. Self//Template 1• Tekst
  • 35. Self //Template 1①Don’t offer products, support lifestyles • Tekst①Never use tribes on the outskirts②Vary & combine different passion points
  • 36. Happy
  • 37. Happy//Template 1• Tekst
  • 38. Happy//Template 1• Tekst
  • 39. Happy
  • 40. // 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 divorcedSource; 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.
  • 41. Happy//Template 1• Tekst
  • 42. // 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 divorcedSource; 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.
  • 43. Happy
  • 44. Happy//Template 1• Tekst
  • 45. Happy//Template 1• Tekst
  • 46. Happy//Template 1• Tekst Insert movie SAF integrated longer
  • 47. Happy//Template 1• Tekst Insert movie SAF integrated longer
  • 48. Happy//Template 1• Tekst Insert movie SAF integrated longer
  • 49. Happy //Template 1①Deliver gratifications, not just pleasures • Tekst①Don’t use negative emotions①Happiness is the new rebellion