Masterclass How Cool Brands Stay Hot @ InSites Consulting London

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How Cool Brands Stay Hot is about connecting with a new generation who will determine how consumer markets evolve in the next three decades. Based on intensive new research it outlines the five key attributes of successful youth brands and it will enable you to position, develop and promote your brand to the new consumer generation.

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Masterclass How Cool Brands Stay Hot @ InSites Consulting London

  1. 1. //Template 1• Tekst
  2. 2. 14h00 Welcome by1 //Template Lisa Ohlin, Business Director InSites Consulting UK • Intro14h10 Tekstby Gert Kerkstoel, former Global Business Director Nike SB14h30 How Cool Brands Stay Hot by Joeri Van den Bergh, co-founder & managing partner InSites Consulting & Gen Y author15h30 Break15h50 Client cases, by Tom De Ruyck, Head of Research Communities16h20 Case study breakouts & group presentations17h30 Drinks & canapés
  3. 3. //Template 1 On authenticity• Tekst
  4. 4. //Template 1• Tekst
  5. 5. //Template 1• Tekst
  6. 6. //Template 1• Tekst
  7. 7. On content//Template 1• Tekst
  8. 8. //Template 1• Tekst
  9. 9. Today is a Good Day //Template 1 • Tekst P.Rod III Los Angeles skate Eric Koston spots Kobe Bryant Switch Tre at Lance Mountain Santa Monica PierTheotis & Nuggett …a rock Ice Cube & the car
  10. 10. //Template 1• Tekst
  11. 11. //Template 1• Tekst
  12. 12. 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.
  13. 13. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  14. 14. Cool
  15. 15. Cool
  16. 16. //COOL =0.38*Original Cool
  17. 17. Cool
  18. 18. //COOL =0.20*Popular Cool
  19. 19. #146 Cool
  20. 20. Cool
  21. 21. Cool//Template 1• Tekst
  22. 22. Cool//Template 1• Tekst
  23. 23. Cool//Template 1• Tekst
  24. 24. Cool //Template 1①Act, don’t tell • Tekst①Innovate and surprise①Friends are the COOL filter
  25. 25. Real//Template 1• Tekst Insert movie Adidas
  26. 26. Real//Template 1• Tekst
  27. 27. //Authenticity forGeneration Y Real
  28. 28. Real
  29. 29. //Human factor ofbranding Real
  30. 30. 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
  31. 31. //re-Humanizingmarketing Real
  32. 32. //Template 1• Tekst
  33. 33. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  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. Unique//Uniqueness by stealing from other industries //Template 1 • Tekst
  43. 43. Unique//Template 1• Tekst
  44. 44. Unique
  45. 45. Unique//Adaptation to the environment //Template 1 • Tekst
  46. 46. Unique//But watch out for ADAPTITIS… //Template 1 • Tekst
  47. 47. Unique //Template 1①Sustain your unique proposition & style • Tekst①But adapt to the changing environment①Not forgetting about your core audience
  48. 48. Self
  49. 49. Self
  50. 50. Self
  51. 51. Self//Template 1• Tekst Insert movie rorschach U by Kotex
  52. 52. Self//Template 1• Tekst
  53. 53. Self//Template 1• Tekst
  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 1①Don’t offer products, support lifestyles • Tekst①Never use tribes on the outskirts②Vary & combine different passion points
  60. 60. Happy
  61. 61. Happy//Template 1• Tekst
  62. 62. Happy//Template 1• Tekst
  63. 63. Happy
  64. 64. // 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.
  65. 65. Happy//Template 1• Tekst
  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 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.
  67. 67. Happy
  68. 68. Happy //Template 1①Deliver gratifications, not just pleasures • Tekst①Don’t use negative emotions①Happiness is the new rebellion
  69. 69. Happy//Template 1• Tekst
  70. 70. How many times “hot” in our book „How Cool Brands Stay Hot‟
  71. 71. It is time to re-invent youth marketing (research)! Because Gen Y is different from any other generation before...© InSites Consulting
  72. 72. Digital Natives asking for CEO powers. Get used to it and understand how to lead instead of how to control.© InSites Consulting
  73. 73. [client logo] Invite Gen Y to the ‘boardroom’ of your organization. Get to know them better, connect, have a dialogue and start collaborating.© InSites Consulting InSites Consulting beliefs - © 2010 140
  74. 74. Communities at the core of new generation research.© InSites Consulting Always-on research with youngsters acting as part-time marketers.
  75. 75. © InSites Consulting Is a 24/7 connection possible?
  76. 76. Key learning 1 Who makes research communities work?© InSites Consulting
  77. 77. (1)50 30 WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.© InSites Consulting
  78. 78. Threads can last for too long!Embed the interaction in community threads ...!
  79. 79. [client logo] WHO? Creating in-depth relationships with few rather than superficial relationships with many.© InSites Consulting InSites Consulting beliefs - © 2010 147
  80. 80. [client logo] i•den•ti•fi•ca•tion [ahy-den-tuh-fi-key-shuhn,] noun The convergence of brands values with that of the person, and the degree to which the brand is regarded as having personal relevance. Typically represented by concentric circles moving closer. You Brand WHO? What is connecting community members? Importance of brand and/or topic involvement.© InSites Consulting InSites Consulting beliefs - © 2010 148
  81. 81. Key learning 2 What makes research communities work?© InSites Consulting
  82. 82. [client logo] WHAT? Commitment from community members. Meet & greet, taking them on a guided tour, giving back.© InSites Consulting InSites Consulting beliefs - © 2010 150
  83. 83. [client logo] WHAT? Empower & entertain them. Let them have their say. Enable them to share enriched content & social content.© InSites Consulting InSites Consulting’s Research Communities 151
  84. 84. © InSites Consulting Connecting with B&J brand lovers 153
  85. 85. [client logo] WHAT? Let them play. Gamify your research and be amazed by the boost in reactions!© InSites Consulting InSites Consulting beliefs - © 2010 154
  86. 86. Levels? Badges? Status? Seriously? Do they matter?
  87. 87. Battle to earn badges “We are lagging behind! I am sure with a gobby lass like me we can head back to the top!!! “ “When I got my expert badge I bragged to my family and said there see I told you I was an expert lol its not often we get called such things so why shouldnt we be pleased with ourselves”Wow first place thats great and I wouldsay a very big thank you to The Duchess and Hettie who have placed some great posts.
  88. 88. We like to be challengedDidn’t you ever try to beat the system?
  89. 89. Co-development Facebook page
  90. 90. Challenge the designers
  91. 91. Be our eyes & ears...© InSites Consulting Taking Connected Research Forward 161
  92. 92. Key learning 3 How to make research communities work?© InSites Consulting
  93. 93. [client logo] The story Equilibrium The results The methods HOW? Creating an experience is hard work. Creating the right mix.© InSites Consulting InSites Consulting beliefs - © 2010 163
  94. 94. [client logo] HOW? Commitment from the moderator. Instead of the X-factor, we talk about the C-factor.© InSites Consulting InSites Consulting beliefs - © 2010 164
  95. 95. [client logo] HOW? Commitment from the company. Buy-in, engagement, input.© InSites Consulting InSites Consulting beliefs - © 2010 165
  96. 96. [client logo] HOW? Go beyond the 30 min debrief. Don’t present engage, inspire & let them act!© InSites Consulting InSites Consulting beliefs - © 2010 166
  97. 97. [client logo] Bring the consumers into the boardroom And you can take that rather literally if you like...© InSites Consulting InSites Consulting beliefs - © 2010 167
  98. 98. 168© InSites Consulting Creating positive disruption
  99. 99. [client Making research used logo]© InSites Consulting InSites Consulting beliefs - © 2010 169
  100. 100. [client logo] Brainstorm and work together! And move from results to actions...© InSites Consulting InSites Consulting beliefs - © 2010 170
  101. 101. [client logo] Create engaging experiences that inspire and are worth sharing @tomderuyck© InSites Consulting InSites Consulting beliefs - © 2010 171
  102. 102. Case study FOREVER 21
  103. 103. 1984, Los Angeles, CA Chang Family 480+ stores 2010 Europe
  104. 104. On trend productSeveral Lines, shoes accessories Daily new styles Wide, not deep Very (very) affordable
  105. 105. Huge storesHi street A-locations & malls Great merchandising
  106. 106. Fashion BloggingStreetstyle Hunting
  107. 107. Haul videosSocial media
  108. 108. Why does Forever 21appeal to generation Y?Use CRUSH to explain.
  109. 109. Opening Forever 21 Antwerp 1000 waiting 23000 visited in one day 2 min on national news
  110. 110. Use the following elements to device a launch strategy: PR (Interviews Linda Chang)the F21 hologram fashion show Magazine Stylists Fashion Blogging/streetstyle City media
  111. 111. Thank youLet’s have a drink
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