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How Cool Brands Stay Hot @ the Nordic Media Festival

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Check out the How Cool Brands Stay Hot presentation of Joeri Van den Bergh at the Nordic Media Festival in Oslo (Norway).

Check out the How Cool Brands Stay Hot presentation of Joeri Van den Bergh at the Nordic Media Festival in Oslo (Norway).

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Transcript

  • 1. Good Morning Bergen Follow me:@joeri_insites
  • 2. //Template 1• Tekst
  • 3. //Template 1• Tekst
  • 4. //Template 1• Tekst
  • 5. //Template 1• Tekst
  • 6. #146
  • 7. //Template 1 • Tekst80% of under 25s: 2nd screen
  • 8. Cool//Template 1• Tekst
  • 9. 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.
  • 10. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  • 11. Real//Template 1• Tekst Insert movie Adidas
  • 12. Real//Template 1• Tekst
  • 13. Real
  • 14. Real//Template 1• Tekst
  • 15. Real
  • 16. 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
  • 17. Real//Template 1• Tekst
  • 18. How social media could be more social1. Read instead of write2. Ask for input (rather than wait)3. People (staff) instead of company
  • 19. //Template 1• Tekst
  • 20. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  • 21. Unique//Uniqueness by stealing from other industries //Template 1 • Tekst
  • 22. Unique//Template 1• Tekst
  • 23. Unique//Template 1• Tekst
  • 24. Unique//Template 1• Tekst
  • 25. Unique //Template 1①Sustain your unique proposition & style • Tekst①Collaborating > co-creating creates uniqueness①Adapt Unique Proposition to evolutions in the market environment
  • 26. Happy
  • 27. Happy//Template 1• Tekst
  • 28. Happy//Template 1• Tekst
  • 29. Happy
  • 30. // 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.
  • 31. Happy
  • 32. Happy //Template 1①Deliver gratifications = challenges • Tekst①Don’t use negative emotions①Engage your audience personally ANDsocially: your programming is just a means!EVERYONE LIKES HAPPY ENDINGS 
  • 33. //Template 1• Tekst

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