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).

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How Cool Brands Stay Hot @ the Nordic Media Festival

  1. 1. Good Morning Bergen Follow me:@joeri_insites
  2. 2. //Template 1• Tekst
  3. 3. //Template 1• Tekst
  4. 4. //Template 1• Tekst
  5. 5. //Template 1• Tekst
  6. 6. #146
  7. 7. //Template 1 • Tekst80% of under 25s: 2nd screen
  8. 8. Cool//Template 1• Tekst
  9. 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. 10. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  11. 11. Real//Template 1• Tekst Insert movie Adidas
  12. 12. Real//Template 1• Tekst
  13. 13. Real
  14. 14. Real//Template 1• Tekst
  15. 15. Real
  16. 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. 17. Real//Template 1• Tekst
  18. 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. 19. //Template 1• Tekst
  20. 20. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  21. 21. Unique//Uniqueness by stealing from other industries //Template 1 • Tekst
  22. 22. Unique//Template 1• Tekst
  23. 23. Unique//Template 1• Tekst
  24. 24. Unique//Template 1• Tekst
  25. 25. Unique //Template 1①Sustain your unique proposition & style • Tekst①Collaborating > co-creating creates uniqueness①Adapt Unique Proposition to evolutions in the market environment
  26. 26. Happy
  27. 27. Happy//Template 1• Tekst
  28. 28. Happy//Template 1• Tekst
  29. 29. Happy
  30. 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. 31. Happy
  32. 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. 33. //Template 1• Tekst
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