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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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  • 1. Goeiemiddag iGMO Summit’ers Follow me:@joeri_insites
  • 2. Goeiemiddag iGMO Summit’ers Follow me:@joeri_insites
  • 3. //Template 1• Tekst
  • 4. STEREOTYPE//Template 1 #1• Tekst “They are spoilt, don’t know the value of money and don’t want to work hard.”
  • 5. Opening Forever 21 Antwerp 1000 waiting23000 visited in one day2 min on national news
  • 6. //Template 1• Tekst
  • 7. STEREOTYPE//Template 1 #1• Tekst “They are spoilt, don’t know the value of money and don’t want to work hard.”
  • 8. “The Reflexive Generation” SELFWORK LIFE
  • 9. “SCENE (T)AP(P)”50 Chicago barscams recognizingnumbers & gender
  • 10. //Template 1• Tekst
  • 11. 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.
  • 12. //Template 1• Tekst
  • 13. //Template 1• Tekst
  • 14. STEREOTYPE//Template 1 #2• Tekst “They have no respect for authorities and you simply cannot manage them.”
  • 15. //Template 1• Tekst
  • 16. //Template 1• Tekst
  • 17. 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.
  • 18. STEREOTYPE//Template 1 #3• Tekst “They don’t know company loyalty and don’t want to pay their dues.”
  • 19. //Template 1• Tekst
  • 20. //Template 1• Tekst
  • 21. //Template 1• Tekst
  • 22.  Logistics Specialist Carrier Account Executive
  • 23. //Template 1• Tekst
  • 24. //Template 1• Tekst
  • 25. // 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.
  • 26. Happy
  • 27. + 170Kviews(youtube,Vimeo)+ 200blogs(mashablepsfk, …)
  • 28. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  • 29. //Template 1• Tekst
  • 30. Real//Template 1• Tekst Insert movie Adidas
  • 31. Real//Template 1• Tekst
  • 32. //Authenticity forGeneration Y Real
  • 33. Real
  • 34. //Template 1• Tekst
  • 35. Real
  • 36. //Template 1• Tekst
  • 37. //Template 1• Tekst Cases
  • 38. //Template 1• Tekst Cases
  • 39. //Template 1• Tekst Cases
  • 40. //Human factor ofbranding Real
  • 41. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  • 42. Happy//Template 1• Tekst
  • 43. Happy//Template 1• Tekst
  • 44. Happy//Template 1• Tekst Insert movie SAF integrated longer
  • 45. //YOURChallenge… Real
  • 46. 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?
  • 47. ① Helping to achieve //Template 1 • Tekst②Being authentic①Keep them interested (stimulation junkies)
  • 48. //Template 1• Tekst