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Masterclass How Cool Brands Stay Hot @ InSites Consulting London

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How Cool Brands Stay Hot is about connecting with a new generation who will determine how consumer markets evolve in the next three decades. Based on intensive new research it outlines the five key …

How Cool Brands Stay Hot is about connecting with a new generation who will determine how consumer markets evolve in the next three decades. Based on intensive new research it outlines the five key attributes of successful youth brands and it will enable you to position, develop and promote your brand to the new consumer generation.

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  • 1. //Template 1• Tekst
  • 2. 14h00 Welcome by1 //Template Lisa Ohlin, Business Director InSites Consulting UK • Intro14h10 Tekstby Gert Kerkstoel, former Global Business Director Nike SB14h30 How Cool Brands Stay Hot by Joeri Van den Bergh, co-founder & managing partner InSites Consulting & Gen Y author15h30 Break15h50 Client cases, by Tom De Ruyck, Head of Research Communities16h20 Case study breakouts & group presentations17h30 Drinks & canapés
  • 3. //Template 1 On authenticity• Tekst
  • 4. //Template 1• Tekst
  • 5. //Template 1• Tekst
  • 6. //Template 1• Tekst
  • 7. On content//Template 1• Tekst
  • 8. //Template 1• Tekst
  • 9. Today is a Good Day //Template 1 • Tekst P.Rod III Los Angeles skate Eric Koston spots Kobe Bryant Switch Tre at Lance Mountain Santa Monica PierTheotis & Nuggett …a rock Ice Cube & the car
  • 10. //Template 1• Tekst
  • 11. //Template 1• Tekst
  • 12. 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.
  • 13. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  • 14. Cool
  • 15. Cool
  • 16. //COOL =0.38*Original Cool
  • 17. Cool
  • 18. //COOL =0.20*Popular Cool
  • 19. #146 Cool
  • 20. Cool
  • 21. Cool//Template 1• Tekst
  • 22. Cool//Template 1• Tekst
  • 23. Cool//Template 1• Tekst
  • 24. Cool //Template 1①Act, don’t tell • Tekst①Innovate and surprise①Friends are the COOL filter
  • 25. Real//Template 1• Tekst Insert movie Adidas
  • 26. Real//Template 1• Tekst
  • 27. //Authenticity forGeneration Y Real
  • 28. Real
  • 29. //Human factor ofbranding Real
  • 30. 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
  • 31. //re-Humanizingmarketing Real
  • 32. //Template 1• Tekst
  • 33. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  • 34. //Template 1• Tekst
  • 35. //Template 1• Tekst
  • 36. //Template 1• Tekst
  • 37. Unique//Michael stole the moonwalk from David… //Template 1 • Tekst
  • 38. // who stole it from Marcel Marceau //Template 1 • Tekst
  • 39. //Template 1• Tekst
  • 40. Unique//Does this remind you of something? //Template 1 • Tekst
  • 41. Unique//Dietrich Mateschitz //Template 1 • Tekst
  • 42. Unique//Uniqueness by stealing from other industries //Template 1 • Tekst
  • 43. Unique//Template 1• Tekst
  • 44. Unique
  • 45. Unique//Adaptation to the environment //Template 1 • Tekst
  • 46. Unique//But watch out for ADAPTITIS… //Template 1 • Tekst
  • 47. Unique //Template 1①Sustain your unique proposition & style • Tekst①But adapt to the changing environment①Not forgetting about your core audience
  • 48. Self
  • 49. Self
  • 50. Self
  • 51. Self//Template 1• Tekst Insert movie rorschach U by Kotex
  • 52. Self//Template 1• Tekst
  • 53. Self//Template 1• Tekst
  • 54. Self//Template 1• Tekst
  • 55. Self//Template 1• Tekst
  • 56. Self//Template 1• Tekst
  • 57. Self//Template 1• Tekst
  • 58. Self//Template 1• Tekst
  • 59. Self //Template 1①Don’t offer products, support lifestyles • Tekst①Never use tribes on the outskirts②Vary & combine different passion points
  • 60. Happy
  • 61. Happy//Template 1• Tekst
  • 62. Happy//Template 1• Tekst
  • 63. Happy
  • 64. // 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.
  • 65. Happy//Template 1• Tekst
  • 66. // 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.
  • 67. Happy
  • 68. Happy //Template 1①Deliver gratifications, not just pleasures • Tekst①Don’t use negative emotions①Happiness is the new rebellion
  • 69. Happy//Template 1• Tekst
  • 70. How many times “hot” in our book „How Cool Brands Stay Hot‟
  • 71. It is time to re-invent youth marketing (research)! Because Gen Y is different from any other generation before...© InSites Consulting
  • 72. Digital Natives asking for CEO powers. Get used to it and understand how to lead instead of how to control.© InSites Consulting
  • 73. [client logo] Invite Gen Y to the ‘boardroom’ of your organization. Get to know them better, connect, have a dialogue and start collaborating.© InSites Consulting InSites Consulting beliefs - © 2010 140
  • 74. Communities at the core of new generation research.© InSites Consulting Always-on research with youngsters acting as part-time marketers.
  • 75. © InSites Consulting Is a 24/7 connection possible?
  • 76. Key learning 1 Who makes research communities work?© InSites Consulting
  • 77. (1)50 30 WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.© InSites Consulting
  • 78. Threads can last for too long!Embed the interaction in community threads ...!
  • 79. [client logo] WHO? Creating in-depth relationships with few rather than superficial relationships with many.© InSites Consulting InSites Consulting beliefs - © 2010 147
  • 80. [client logo] i•den•ti•fi•ca•tion [ahy-den-tuh-fi-key-shuhn,] noun The convergence of brands values with that of the person, and the degree to which the brand is regarded as having personal relevance. Typically represented by concentric circles moving closer. You Brand WHO? What is connecting community members? Importance of brand and/or topic involvement.© InSites Consulting InSites Consulting beliefs - © 2010 148
  • 81. Key learning 2 What makes research communities work?© InSites Consulting
  • 82. [client logo] WHAT? Commitment from community members. Meet & greet, taking them on a guided tour, giving back.© InSites Consulting InSites Consulting beliefs - © 2010 150
  • 83. [client logo] WHAT? Empower & entertain them. Let them have their say. Enable them to share enriched content & social content.© InSites Consulting InSites Consulting’s Research Communities 151
  • 84. © InSites Consulting Connecting with B&J brand lovers 153
  • 85. [client logo] WHAT? Let them play. Gamify your research and be amazed by the boost in reactions!© InSites Consulting InSites Consulting beliefs - © 2010 154
  • 86. Levels? Badges? Status? Seriously? Do they matter?
  • 87. Battle to earn badges “We are lagging behind! I am sure with a gobby lass like me we can head back to the top!!! “ “When I got my expert badge I bragged to my family and said there see I told you I was an expert lol its not often we get called such things so why shouldnt we be pleased with ourselves”Wow first place thats great and I wouldsay a very big thank you to The Duchess and Hettie who have placed some great posts.
  • 88. We like to be challengedDidn’t you ever try to beat the system?
  • 89. Co-development Facebook page
  • 90. Challenge the designers
  • 91. Be our eyes & ears...© InSites Consulting Taking Connected Research Forward 161
  • 92. Key learning 3 How to make research communities work?© InSites Consulting
  • 93. [client logo] The story Equilibrium The results The methods HOW? Creating an experience is hard work. Creating the right mix.© InSites Consulting InSites Consulting beliefs - © 2010 163
  • 94. [client logo] HOW? Commitment from the moderator. Instead of the X-factor, we talk about the C-factor.© InSites Consulting InSites Consulting beliefs - © 2010 164
  • 95. [client logo] HOW? Commitment from the company. Buy-in, engagement, input.© InSites Consulting InSites Consulting beliefs - © 2010 165
  • 96. [client logo] HOW? Go beyond the 30 min debrief. Don’t present engage, inspire & let them act!© InSites Consulting InSites Consulting beliefs - © 2010 166
  • 97. [client logo] Bring the consumers into the boardroom And you can take that rather literally if you like...© InSites Consulting InSites Consulting beliefs - © 2010 167
  • 98. 168© InSites Consulting Creating positive disruption
  • 99. [client Making research used logo]© InSites Consulting InSites Consulting beliefs - © 2010 169
  • 100. [client logo] Brainstorm and work together! And move from results to actions...© InSites Consulting InSites Consulting beliefs - © 2010 170
  • 101. [client logo] Create engaging experiences that inspire and are worth sharing @tomderuyck© InSites Consulting InSites Consulting beliefs - © 2010 171
  • 102. Case study FOREVER 21
  • 103. 1984, Los Angeles, CA Chang Family 480+ stores 2010 Europe
  • 104. On trend productSeveral Lines, shoes accessories Daily new styles Wide, not deep Very (very) affordable
  • 105. Huge storesHi street A-locations & malls Great merchandising
  • 106. Fashion BloggingStreetstyle Hunting
  • 107. Haul videosSocial media
  • 108. Why does Forever 21appeal to generation Y?Use CRUSH to explain.
  • 109. Opening Forever 21 Antwerp 1000 waiting 23000 visited in one day 2 min on national news
  • 110. Use the following elements to device a launch strategy: PR (Interviews Linda Chang)the F21 hologram fashion show Magazine Stylists Fashion Blogging/streetstyle City media
  • 111. Thank youLet’s have a drink