How Cool Brands Stay Hot

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How Cool Brands Stay Hot author and Insites Consulting founder, Joeri Van den Bergh's presentation slides for his session on Branding to Gen Y, presented at the Kogan Page and British Library Marketing Trends event held in October (http://www.koganpage.com).

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How Cool Brands Stay Hot

  1. 1. Good afternoon Follow me: @joeri_insites
  2. 2. Opening Forever 21 Antwerp 1000 waiting23000 visited in one day2 min on national news
  3. 3. //Template 1• Tekst
  4. 4. Haul videosSocial media
  5. 5. 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.
  6. 6. //Template 1• Tekst
  7. 7. //Template 1• Tekst
  8. 8. //Template 1• Tekst
  9. 9. //Template 1Crowdsourcing emerging designers • Tekstvia social media
  10. 10. Designers get their inspiration fromlife in the city, the club scene,each other, their expert coaches,the Heineken brand and of course…clubbers!
  11. 11. The layout takes a cue fromthe nightlife journey of clubbers
  12. 12. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  13. 13. Real//Template 1• Tekst Insert movie Adidas
  14. 14. Real//Template 1• Tekst
  15. 15. //Authenticity forGeneration Y Real
  16. 16. Real
  17. 17. //Template 1• Tekst
  18. 18. Real
  19. 19. //Template 1• Tekst
  20. 20. //Template 1• Tekst Cases
  21. 21. //Template 1• Tekst Cases
  22. 22. //Template 1• Tekst Cases
  23. 23. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  24. 24. // 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 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.
  25. 25. + 170Kviews(youtube,Vimeo)+ 200blogs(mashablepsfk, …)
  26. 26. Joeri Van den Bergh//Template 1• Tekst Follow me on @joeri_insites Blog: Howcoolbrandsstayhot.com

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