How Cool Brands Stay Hot @ De Marketingdagen

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Check out Joeri Van den Bergh's How Cool Brands Stay Hot presentation at the Marketingdagen in Utrecht.

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How Cool Brands Stay Hot @ De Marketingdagen

  1. 1. GoeiemiddagUtrecht (&zo)@joeri_insites
  2. 2. Cool
  3. 3. #146 Cool
  4. 4. //Template 1• Tekst
  5. 5. //Template 1• Tekst
  6. 6. //Template 1• Tekst
  7. 7. SCENE (T)AP(P)50 Chicago barscams recognizingnumbers & gender
  8. 8. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  9. 9. Real//Template 1• Tekst Insert movie Adidas
  10. 10. Real//Template 1• Tekst
  11. 11. //Authenticity forGeneration Y Real
  12. 12. Real
  13. 13. //Template 1• Tekst
  14. 14. Real
  15. 15. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
  16. 16. //Human &honest factor ofbranding &marketing Real
  17. 17. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  18. 18. Happy
  19. 19. Happy//Template 1• Tekst
  20. 20. Happy
  21. 21. // 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.
  22. 22. Happy
  23. 23. + 170Kviews(youtube,Vimeo)+ 200blogs(mashablepsfk, …)
  24. 24. //Thegamificationof marketing,business and HR Happy: challenge people !
  25. 25. Happy//Template 1• Tekst
  26. 26. Happy//Template 1• Tekst Insert movie SAF integrated longer
  27. 27. Happy //Template 1①Deliver gratifications = challenges • Tekst①Don’t use negative emotions①Everyone likes happy endings!
  28. 28. Joeri Van den BerghFollow me on Twitter:@joeri_insitesLink with me onLinkedInhttp://www.slideshare.net/joerivandenbergh/

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