How Cool Brands Stay Hot - Branding to Gen Y (by Joeri Van den Bergh & Mattias Behrer)
Report
Share
•35 likes•11,465 views
How Cool Brands Stay Hot - Branding to Gen Y (by Joeri Van den Bergh & Mattias Behrer)
•35 likes•11,465 views
Report
Share
Download to read offline
How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on five years of intensive new research, it provides insights into the consumer psychology and behaviour of ‘the Millennials’. It will help you to connect with this new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them.
Recommended
More Related Content
More from How Cool Brands Stay Hot
More from How Cool Brands Stay Hot(6)
Recently uploaded
Recently uploaded(20)
How Cool Brands Stay Hot - Branding to Gen Y (by Joeri Van den Bergh & Mattias Behrer)
- 5. Danish brand from the Bestseller group (Vero Moda, Only, etc) : from 4-6 collections a year 20 years ago (when they started) to 20 different collections a year today //Template 1 • Tekst
- 9. //Template 1 • Tekst The new coke FREESTYLE fountain: from 6 standard coke brands in a dispenser to over 100 different combinations and variations, all coke branded.
- 11. 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.
- 16. Cool
- 17. Cool
- 18. //COOL = 0.38*Original Cool
- 19. Cool Innovation, novelty and scarcity //Template 1 • Tekst
- 20. Cool
- 21. //COOL = 0.20*Popular Cool
- 23. Cool
- 24. Gen Y has 146 brand related conversations/week: = 2X amount of adults 43% of Gen Yers actively recommends brands to peers #146 1/3 try product/brand for first time after a brand related conversation Cool
- 27. Cool //Template 1 ①Act, don’t tell • Tekst ①Innovate and surprise ①Friends are the COOL filter
- 30. Real
- 31. //Authenticity for Generation Y NOT origin, history or heritage (like in adidas commercial) but … staying true to yourself Real
- 33. Real
- 34. Real
- 37. Real ①Stay true to your roots, but don’t shout //Template 1 • Tekst ②Warm is the new cool ①Be open and respectful, listen (like friends)
- 40. Unique //Dietrich Mateschitz //Template 1 • Tekst
- 44. Unique
- 45. Unique //Evolution of the environment in denim //Template 1 • Tekst
- 47. Unique //Template 1 ①Sustain your unique proposition & style • Tekst ①But adapt to the changing environment ①Not forgetting about your core audience
- 50. Self
- 51. Self
- 52. Self
- 53. Self
- 55. Self //Template 1 • Tekst Insert movie rorschach U by Kotex
- 64. Self //Template 1 ①Don’t offer products, support lifestyles • Tekst ①Never use tribes on the outskirts ②Vary & combine different passion points
- 66. Happy
- 67. Happy //Template 1 • Tekst St Johns university Queens New York 1 tweet, 1 Facebook status update (now 22.5 million fans) 1 million views within a week Top 1% of best scoring ads ever tested by Coke in the US
- 69. Happy
- 70. //HAPPINESS = 50% Setpoint + 10% Conditions + 40% Voluntary Csikszentmihalyi (H)
- 71. Happy
- 74. // 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 divorced 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.
- 76. Happy //Template 1 • Tekst Insert movie SAF integrated longer
- 77. Happy //Template 1 • Tekst Insert movie SAF integrated longer
- 79. Happy //Template 1 ①Deliver gratifications, not just pleasures • Tekst ①Don’t use negative emotions ①Happiness is the new rebellion
- 84. R2=.57 R2=.62 R2=.74 InSites Consulting Brand Model tested by path analysis
- 85. // RESULTS - 70% Increase in Sales compared to season index - 68% Increase in Sales in ‘Take Sthlm’store activity compared to traditional NIKE space - 8000 NIKE+ apps downloaded Source: Sara Althini, Brand Manager NIKE Running Sweden Oct 2010
- 88. // How Cool Brands Stay Hot The book is about connecting with a new generation (Generation Y) which will determine how society and the consumer markets will evolve in the next 3 decades. The book is based on 5 years of intense new market research and insights and case studies of MTV teams from all over the world, and offers insights in the psychology and behaviour of “the Millennials” as consumers. The book describes the five main characteristics of successful youth brands and will help companies get in touch with this new generation of consumers by understanding their preferences and dislikes. The book is interspersed with case studies and interviews with global marketing executives at international brands such as H&M, Coca-Cola, Levi‟s, Nike, Nokia and Jack & Jones. It presents creative ideas to its readers about how to position, develop and promote brands and how to make them relevant for Generation Y. More info and updates on: http://www.howcoolbrandsstayhot.com The book has just won the „Marketing Book of The Year 2011‟ award. A professional and international jury nominated it as one of the 10 best books of 2011. Afterwards 2,153 marketers from 85 countries voted „How Cool Brands Stay Hot’ as best marketing book of the past year. More info on this award on: http://www.marketingbookoftheyear.org