How Cool Brands Stay Hot at Batenborch Masterclass

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How Cool Brands Stay Hot: Branding to Generation Y (by Joeri Van den Bergh), presented at the Batenborch Masterclass.

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How Cool Brands Stay Hot at Batenborch Masterclass

  1. 1. Opening Forever 21 Antwerp 1000 waiting23000 visited in one day2 min on national news
  2. 2. 1984, Los Angeles, CA Chang Family 480+ stores
  3. 3. On trend productSeveral Lines, shoes accessories Daily new styles Wide!!, not deep Very (very) affordable
  4. 4. //Template 1• Tekst
  5. 5. 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.”
  6. 6. “The Reflexive Generation” SELFWORK LIFE
  7. 7. //Template 1• Tekst
  8. 8. //Template 1• Tekst
  9. 9. //Template 1• Tekst
  10. 10. STEREOTYPE//Template 1 #2• Tekst “They have no respect for authorities and you simply cannot manage them.”
  11. 11. //Template 1• Tekst
  12. 12. //Template 1• Tekst
  13. 13. STEREOTYPE//Template 1 #3• Tekst “They don’t know company loyalty and don’t want to pay their dues.”
  14. 14. //Template 1• Tekst
  15. 15. //Template 1• Tekst
  16. 16. //Template 1• Tekst
  17. 17.  Logistics Specialist Carrier Account Executive
  18. 18. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  19. 19. //Authenticity forGeneration Y Real
  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. Personal finance management tool “TIM”
  25. 25. Real
  26. 26. //Template 1• Tekst
  27. 27. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm & close is the new cool①Be transparent and respectful, listen (like friends)
  28. 28. // 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.
  29. 29. Happy
  30. 30. Self//Template 1• Tekst Insert movie rorschach U by Kotex
  31. 31. Global online contest to recruit 100Young amateur soccer players in 55countries => 16 final best against thebestOver 150,000 young soccer players!
  32. 32. Happy//Template 1• Tekst
  33. 33. Happy//Template 1• Tekst Insert movie SAF integrated longer

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