How Cool Brands Stay Hot @ SRM (by Joeri Van den Bergh)

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Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. But what drives this generation and how do you develop the right brand strategies to reach this critical generation.

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

Full of case studies and interviews with global marketing executives of successful brands such as Jack & Jones, Nokia, H&M, Nike, Levis and Coca-Cola.

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How Cool Brands Stay Hot @ SRM (by Joeri Van den Bergh)

  1. 1. //Template 1    •  Tekst
  2. 2. //Template 1    •  Tekst
  3. 3. //Template 1    •  Tekst
  4. 4. //Template 1    •  Tekst
  5. 5. 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.
  6. 6. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  7. 7. Cool
  8. 8. Cool
  9. 9. //COOL =0.38*Original Cool
  10. 10. CoolInnovation, novelty and scarcity //Template 1     •  Tekst
  11. 11. Cool
  12. 12. //COOL =0.20*Popular Cool
  13. 13. #146 Cool
  14. 14. Cool
  15. 15. Cool//Template 1    •  Tekst
  16. 16. Cool//Template 1    •  Tekst
  17. 17. Cool//Template 1    •  Tekst
  18. 18. Cool//Template 1    •  Tekst
  19. 19. Cool //Template 1    ①  Act, don’t tell •  Tekst②  Innovate and surprise③  Friends are the COOL filter
  20. 20. Real//Template 1    •  Tekst Insert  movie  Adidas  
  21. 21. Real//Template 1    •  Tekst
  22. 22. //Authenticity forGeneration Y Real
  23. 23. Real
  24. 24. Real//Template 1    •  Tekst
  25. 25. //Humanbranding Real
  26. 26. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
  27. 27. //re-Humanizingmarketing Real
  28. 28. //Template 1    •  Tekst
  29. 29. //Template 1    •  Tekst
  30. 30. Real
  31. 31. Real//Template 1    •  Tekst
  32. 32. Real //Template 1    ①  Stay true to your roots, but don’t shout •  Tekst②  Warm is the new cool③  Be open and respectful, listen (like friends)
  33. 33. Unique//Template 1    •  Tekst
  34. 34. //Template 1    •  Tekst
  35. 35. //Template 1    •  Tekst
  36. 36. //Template 1    •  Tekst
  37. 37. Unique//Michael stole the moonwalk from David… //Template 1     •  Tekst
  38. 38. // who stole it from Marcel Marceau //Template 1     •  Tekst
  39. 39. //Template 1    •  Tekst
  40. 40. Unique//Does this remind you of something? //Template 1     •  Tekst
  41. 41. Unique//Dietrich Mateschitz //Template 1     •  Tekst
  42. 42. //Template 1    •  Tekst
  43. 43. Unique//Uniqueness by stealing from other industries //Template 1     •  Tekst
  44. 44. Unique//Template 1    •  Tekst
  45. 45. Unique
  46. 46. Unique//Evolution of the environment in denim //Template 1     •  Tekst
  47. 47. Unique//But watch out for ADAPTITIS… //Template 1     •  Tekst
  48. 48. Unique //Template 1    ①  Sustain your unique proposition & style •  Tekst②  But adapt to the changing environment③  Not forgetting about your core audience
  49. 49. Self//Template 1    •  Tekst
  50. 50. Self
  51. 51. Self
  52. 52. Self
  53. 53. Self//Template 1    •  Tekst Insert  movie  rorschach  U  by  Kotex  
  54. 54. Self//Template 1    •  Tekst
  55. 55. Self//Template 1    •  Tekst
  56. 56. Self//Template 1    •  Tekst
  57. 57. Self//Template 1    •  Tekst
  58. 58. Self//Template 1    •  Tekst
  59. 59. Self//Template 1    •  Tekst
  60. 60. Self//Template 1    •  Tekst
  61. 61. Self //Template 1    ①  Don’t offer products, support lifestyles •  Tekst②  Never use tribes on the outskirts③  Vary & combine different passion points
  62. 62. Happy
  63. 63. Happy//Template 1    •  Tekst
  64. 64. Happy//Template 1    •  Tekst
  65. 65. Happy
  66. 66. // 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 Discovered I had no Sadness   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.
  67. 67. Happy//Template 1    •  Tekst
  68. 68. // 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 Discovered I had no Sadness   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.
  69. 69. Happy
  70. 70. Happy//Template 1    •  Tekst
  71. 71. Happy//Template 1    •  Tekst
  72. 72. Happy //Template 1    ①  Deliver gratifications, not just pleasures •  Tekst②  Don’t use negative emotions③  Happiness is the new rebellion

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