How Cool Brands Stay Hot @ the Nordic Media Festival

Good Morning Bergen Follow me:@joeri_insites

//Template 1• Tekst

//Template 1 • Tekst80% of under 25s: 2nd screen

Cool//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.

R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis

Real//Template 1• Tekst Insert movie Adidas

Real//Template 1• Tekst

QUESTION: WHAT IS 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

Real//Template 1• Tekst

How social media could be more social1. Read instead of write2. Ask for input (rather than wait)3. People (staff) instead of company

Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)

Unique//Uniqueness by stealing from other industries //Template 1 • Tekst

Unique//Template 1• Tekst

Unique //Template 1①Sustain your unique proposition & style • Tekst①Collaborating > co-creating creates uniqueness①Adapt Unique Proposition to evolutions in the market environment

Happy//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 //Template 1①Deliver gratifications = challenges • Tekst①Don’t use negative emotions①Engage your audience personally ANDsocially: your programming is just a means!EVERYONE LIKES HAPPY ENDINGS 

How Cool Brands Stay Hot @ the Nordic Media Festival

by Joeri Van den Bergh on May 10, 2012

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How Cool Brands Stay Hot @ the Nordic Media Festival Presentation Transcript