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How Cool Brands Stay Hot @ Vlerick iGMO Summit
 

How Cool Brands Stay Hot @ Vlerick iGMO Summit

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Presentation by Joeri Van den Bergh on How Cool Brands Stay Hot - Branding to Generation Y at the Vlerick iGMO Summit on June 21, 2012.

Presentation by Joeri Van den Bergh on How Cool Brands Stay Hot - Branding to Generation Y at the Vlerick iGMO Summit on June 21, 2012.

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    How Cool Brands Stay Hot @ Vlerick iGMO Summit How Cool Brands Stay Hot @ Vlerick iGMO Summit Presentation Transcript

    • Goeiemiddag iGMO Summit’ers Follow me:@joeri_insites
    • Goeiemiddag iGMO Summit’ers Follow me:@joeri_insites
    • //Template 1• Tekst
    • STEREOTYPE//Template 1 #1• Tekst “They are spoilt, don’t know the value of money and don’t want to work hard.”
    • Opening Forever 21 Antwerp 1000 waiting23000 visited in one day2 min on national news
    • //Template 1• Tekst
    • STEREOTYPE//Template 1 #1• Tekst “They are spoilt, don’t know the value of money and don’t want to work hard.”
    • “The Reflexive Generation” SELFWORK LIFE
    • “SCENE (T)AP(P)”50 Chicago barscams recognizingnumbers & gender
    • //Template 1• Tekst
    • 1. People will appreciate you for it. And they might spend some more money. free Wifi.2. You can welcome your customers.3. People are encouraged to talk about you and your offering.
    • //Template 1• Tekst
    • //Template 1• Tekst
    • STEREOTYPE//Template 1 #2• Tekst “They have no respect for authorities and you simply cannot manage them.”
    • //Template 1• Tekst
    • //Template 1• Tekst
    • 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.
    • STEREOTYPE//Template 1 #3• Tekst “They don’t know company loyalty and don’t want to pay their dues.”
    • //Template 1• Tekst
    • //Template 1• Tekst
    • //Template 1• Tekst
    •  Logistics Specialist Carrier Account Executive
    • //Template 1• Tekst
    • //Template 1• Tekst
    • // 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.
    • Happy
    • + 170Kviews(youtube,Vimeo)+ 200blogs(mashablepsfk, …)
    • R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
    • //Template 1• Tekst
    • Real//Template 1• Tekst Insert movie Adidas
    • Real//Template 1• Tekst
    • //Authenticity forGeneration Y Real
    • Real
    • //Template 1• Tekst
    • Real
    • //Template 1• Tekst
    • //Template 1• Tekst Cases
    • //Template 1• Tekst Cases
    • //Template 1• Tekst Cases
    • //Human factor ofbranding Real
    • Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
    • Happy//Template 1• Tekst
    • Happy//Template 1• Tekst
    • Happy//Template 1• Tekst Insert movie SAF integrated longer
    • //YOURChallenge… Real
    • Think of your company in 2025…=> Gen Y = 30-45 – are you Gen Y Proof?How will you keep your COOL?What are your challenges?Strengths & weaknesses?
    • ① Helping to achieve //Template 1 • Tekst②Being authentic①Keep them interested (stimulation junkies)
    • //Template 1• Tekst