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How Cool Brands Stay Hot at ACT event

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How Cool Brands Stay Hot: Branding to Generation Y, presented by Joeri Van den Bergh at the ACT event in Brussels (BE) on Monday October 21, 2013.

How Cool Brands Stay Hot: Branding to Generation Y, presented by Joeri Van den Bergh at the ACT event in Brussels (BE) on Monday October 21, 2013.

Published in: Technology, Business

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Transcript

  • 1. Good afternoon up-to-date info: howcoolbrandsstayhot.com Follow me on Twitter: @joeri_insites
  • 2. Opening Forever 21 Antwerp 1000 waiting 23000 visited in one day 2 min on national news
  • 3. @joeri_insites @joeri_insites
  • 4. 1984, Los Angeles, CA Chang Family 480+ stores
  • 5. //Template 1 • Tekst
  • 6. STEREOTYPE //Template 1 #1 • Tekst stimulation = bredth instead of depth… “They are spoilt, don’t know the value of money and don’t want to work hard.”
  • 7. “The Reflexive Generation” SELF WORK LIFE
  • 8. BYOD
  • 9. Cisco reduces costs and attracts Gen Y employees with new workspaces and work styles
  • 10. / Challenge 1 - Create the best original Pinterest board dedicated to the sport of inline speed skating (NOT rollerhockey). • Challenge 2 - Create and post an original piece of content to Reddit that then receives the most upvotes in a single week. • Challenge 3 - Create and upload to SlideShare an original, in-depth competitive analysis of the Ed Hardy social media ecosystem. • Challenge 4 - Get the most people to friend your mother or your father (or a parent-like figure in your life) on Facebook in a single week. • Challenge 5 - Create an original (new) Twitter account and then use it to get the most followers in a week using any verbs you like, but only the following nouns: "BLUEFUDGE," "HAMMERPANTS" and "GREEK YOGURT." • Challenge 6 - Create an original YouTube video that then receives the most plays in a single week using this script verbatim: #1: "Wait. What are you doing?" #2: "Trust me. This will be fine." #1: "Ok. Go ahead." • Challenge 7 - Get recommendations on LinkedIn from at least three other people trying to get this job. • Challenge 8 - Create the most reviewed recipe on allrecipes.com in a single week using cottage cheese as an ingredient. The reviews don't have to be good. • Challenge 9 - Upload the most pictures of your armpit(s) to Instagram during the course of this challenge. The pictures must have your face in them to verify your identity and include the hashtag #mypits. • Challenge 10 - Using Quora, give thought-out, meaningful answers to as many dream catcher-related questions as possible in a single week.
  • 11. //Template 1 • Tekst
  • 12. //Template 1 • Tekst
  • 13. //Template 1 STEREOTYPE #2 • Tekst “They have no respect for authorities and you simply cannot manage them.”
  • 14. //Template 1 • Tekst
  • 15. //Template 1 • Tekst
  • 16. //Template 1 STEREOTYPE #3 • Tekst “They don’t know company loyalty and don’t want to pay their dues.”
  • 17. //Template 1 • Tekst
  • 18. R2=.57 R2=.62 R2=.74 InSites Consulting Brand Model tested by path analysis
  • 19. //Authenticity for Generation Y Real
  • 20. Real //Template 1 • Tekst Insert movie Adidas
  • 21. Real //Template 1 • Tekst
  • 22. //Authenticity for Generation Y Real
  • 23. Real
  • 24. Personal finance management tool “TIM”
  • 25. Real
  • 26. //Template 1 • Tekst
  • 27. Real //Template 1 ①Stay true to your roots, but don’t shout • Tekst ②Warm & close is the new cool ①Be transparent and respectful, listen (like friends)
  • 28. // I WILL NEVER FORGET THE DAY… Extreme experience (e.g. skydiving, mount climbing) Graduated Happy When I was dumped by my partner Meeting the love of my life Surprise Becoming a sport champion My first kiss Death of a person close to me N = 40 Happiness Anger N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes s N = 93 Encountered aggression Parents got divorced Moved Discovered I had no real friends when I needed them most Was diagnosed Being dumped by my with a serious boy/girl friend illness 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.
  • 29. Happy
  • 30. Self //Template 1 • Tekst Insert movie rorschach U by Kotex
  • 31. Global online contest to recruit 100 Young amateur soccer players in 55 countries => 16 final best against the best Over 150,000 young soccer players!
  • 32. HRM
  • 33. Happy //Template 1 • Tekst
  • 34. Happy //Template 1 • Tekst Insert movie SAF integrated longer
  • 35. GENERATION X GENERATION Y

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