Even better than the real thing

DID YOU EVER WONDER ??? Source: Prof. Dr. Mario Pandelaere, K.U. Leuven joeri@insites.be

Source: Prof. Dr. Mario Pandelaere, K.U. Leuven joeri@insites.be

We celebrate the first joeri@insites.be

The old definition of authenticity ORIGIN + HISTORY + HERITAGE = H 20 joeri@insites.be

3 advertising strategies that work # 1/ Inclusion #2/ Nostalgia #3/ Irony joeri@insites.be

Irony today… We know that you know You know that we know We know that you know that we know And so on... joeri@insites.be

CASE “ADI DASSLER” QUALITATIVE 2009 Marrakech – The Evolving Human

True? or False?

joeri@insites.be QUALITATIVE 2009 Marrakech – The Evolving Human

Authentic apparel brands QUALITATIVE 2009 Marrakech – The Evolving Human

The knowledge of H20 = low QUALITATIVE 2009 Marrakech – The Evolving Human

Authenticity? values real without imitation own style years of presence genuine original quality unique like in the past honest QUALITATIVE 2009 Marrakech – The Evolving Human

But what is real? joeri@insites.be QUALITATIVE 2009 Marrakech – The Evolving Human

A. B. augmented real QUALITATIVE 2009 Marrakech – The Evolving Human

A. B. C. 0° 90° 180° Source: Kobe Millet, Bram Van den Bergh, Mario Pandelaere, K.U.L

The concept of „perceived authenticity‟ QUALITATIVE 2009 Marrakech – The Evolving Human

QUALITATIVE 2009 Marrakech – The Evolving Human

Authentic = cool ? QUALITATIVE 2009 Marrakech – The Evolving Human

joeri@insites.be

CASE “APPLE iPOD” ° November 1954 Regency TR-1 I.D.E.A., Indianapolis Dr. Heinz De Koster Ph.D. of Physics QUALITATIVE 2009 Marrakech – The Evolving Human

True? or False?

CASE “APPLE iPOD” QUALITATIVE 2009 Marrakech – The Evolving Human

Ecclesiastes 1: 9-10 "The thing that hath been, it is that which shall be; and that which is done is that which shall be done: and there is no new thing under the sun."

QUALITATIVE 2009 Marrakech – The Evolving Human

The Y definition of authenticity Credible Real Unique Self-image Honesty QUALITATIVE 2009 Marrakech – The Evolving Human

Authenticity HONEST to SOCIETY Corporate Citizenship Sustainability

In 1985 the Levi Strauss Foundation became the first U.S. corporate foundation to address the HIV/AIDS epidemic, and has since contributed more than $40 million to HIV/AIDS service organizations in more than 40 countries !

Authenticity HONEST to YOURSELF HONEST to SOCIETY The modern interpretation of CORPORATE CITIZENSHIP AUTHENTICITY SUSTAINABILITY - our Brand Values Proposition - our Marketing Campaign

Love is a battlefield Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux

Demonstrate revelation through local heroes Invite the audience to do the same The interview launches. The hero answers to 5 questions. He reveals himself.

Live Unbuttoned campaign QUALITATIVE 2009 Marrakech – The Evolving Human

joeri@insites.be

Try to remember this… 1/ H20 = not so relevant to youngsters 2/ Perception is reality 3/ Don‟t stress old authenticity 4/ Choose the right battlefields 5/ CRUSH formula joeri@insites.be

THANXX FOR YOUR ATTENTION Link with me: www.linkedin.com/in/joerivandenbergh Or for authentic dirty things check my Facebook xx joeri@insites.be

Even better than the real thing

by InSites Consulting on Dec 11, 2009

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Even better than the real thing — Presentation Transcript

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