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How Cool Brands Stay Hot @ Jobpunt Vlaanderen by Joeri Van den Bergh
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How Cool Brands Stay Hot @ Jobpunt Vlaanderen by Joeri Van den Bergh

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  • 1. The best of our work- How Cool Brands Stay Hot. Branding to Gen Y(Maak je merk cool)- De Conversation manager Why InSites?
  • 2. STEREOTYPE//Template 1 #1• Tekst “They are spoilt, don’t know the value of money and don’t want to work hard.”
  • 3. “The Reflexive Generation” SELFWORK LIFE
  • 4. 56% has limited internet usage (InSites Consulting).
  • 5. STEREOTYPE//Template 1 #2• Tekst “They have no respect for authorities and you simply cannot manage them.”
  • 6. Cool//Template 1• Tekst
  • 7. STEREOTYPE//Template 1 #3• Tekst “They don’t know company loyalty and don’t want to pay their dues.”
  • 8. //Template 1• Tekst
  • 9. Install reverse mentorship where the digital natives& traditional business leaders learn from each other.
  • 10. 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 promises Work 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
  • 11. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  • 12. Cool
  • 13. Cool
  • 14. //COOL =0.38*Original Cool
  • 15. //COOL =0.20*Popular Cool
  • 16. //iBlog, iTweetthereforI AM Real
  • 17. #146 Cool
  • 18. Cool
  • 19. Cool//Template 1• Tekst
  • 20. Cool //Template 1①Act, don’t tell • Tekst①Innovate and surprise①Friends are the COOL filter
  • 21. Real//Template 1• Tekst Insert movie Adidas
  • 22. Real//Template 1• Tekst
  • 23. //Authenticity forGeneration Y Real
  • 24. Real
  • 25. Real//Template 1• Tekst
  • 26. Client experiences
  • 27. Stories by your team.
  • 28. Blogs are ideal.Give your employees the possibility to show the world that they love yourcompany. And by the way, recent research showed that blogging employees aremore loyal and have a higher productivity.
  • 29. “If you need a social media policy in which you tell employees what they can and cannot do on social media, your HR strategy has failed.” Prof. Dr. Rudy Moenaert Marketing expert
  • 30. Real
  • 31. //re-Humanizingmarketing Real
  • 32. //Template 1• Tekst
  • 33. How social media could be more social1. Read instead of write2. Ask for feedback (rather than wait)3. People (staff) instead of company
  • 34. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  • 35. Unique//Uniqueness by stealing from other industries //Template 1 • Tekst
  • 36. Unique//Template 1• Tekst
  • 37. Unique //Template 1①Sustain your unique proposition & style • Tekst①But adapt to the changing environment①Not forgetting about your core audience
  • 38. Self
  • 39. Self
  • 40. Self //Template 1①Don’t offer products, support lifestyles • Tekst①Never use tribes on the outskirts②Vary & combine different passion points
  • 41. Happy
  • 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//Template 1• Tekst
  • 44. // 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.
  • 45. Happy
  • 46. Happy//Template 1• Tekst
  • 47. Happy//Template 1• Tekst
  • 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
  • 50. //Template 1• Tekst