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Rga How Cool Brands Stay Hot

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Presentation for R/GA

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  • 1. Good morning R/GA Follow me:@joeri_insites
  • 2. Good morning Follow me:@joeri_insites
  • 3. 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.
  • 4. #146
  • 5. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  • 6. //Authenticity forGeneration Y Real
  • 7. Real
  • 8. Real
  • 9. //Template 1    •  Tekst
  • 10. //Template 1    •  Tekst
  • 11. //Template 1    •  Tekst
  • 12. //Template 1    •  Tekst
  • 13. //Template 1    Crowdsourcing emerging designers •  Tekstvia social media
  • 14. Designers get their inspiration fromlife in the city, the club scene,each other, their expert coaches,the Heineken brand and of course…clubbers!
  • 15. The layout takes a cue fromthe nightlife journey of clubbers
  • 16. Real //Template 1    ①  Stay true to your roots, but don’t shout •  Tekst②  Close & warm is the new cool③  Be transparent and respectful, listen (like friends)
  • 17. //Template 1    •  Tekst
  • 18. Unique//Template 1    •  Tekst
  • 19. Unique //Template 1    ①  Sustain your unique proposition & style •  Tekst②  But adapt to the changing environment③  Not forgetting about your core audience
  • 20. Self
  • 21. Self//Template 1    •  Tekst Insert  movie  rorschach  U  by  Kotex  
  • 22. Self//Template 1    •  Tekst
  • 23. Self//Template 1    •  Tekst
  • 24. Self//Template 1    •  Tekst
  • 25. Self//Template 1    •  Tekst
  • 26. Self//Template 1    •  Tekst
  • 27. Self//Template 1    •  Tekst
  • 28. Page 57
  • 29. Self //Template 1    ①  Don’t offer products, support lifestyles •  Tekst②  Never use tribes on the outskirts③  Vary & combine different passion points
  • 30. // I WILL NEVER FORGET THE DAY… 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 Discovered I had no Sadness   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. Happy①  Deliver gratifications, not just pleasures②  Don’t use negative emotions③  Happiness is about connecting youth in a playful way

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