How Cool Brands Stay Hot @ Trends in Kids & Jongeren Marketing 2011 (by Joeri Van den Bergh)

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Joeri Van den Bergh is one of the speakers at the Trends in Kids & Youth Marketing Conference in the Netherlands. Check out his presentation on How Cool Brands Stay Hot.

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.

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How Cool Brands Stay Hot @ Trends in Kids & Jongeren Marketing 2011 (by Joeri Van den Bergh)

  1. 1. //Template 1• Tekst
  2. 2. //Template 1• Tekst
  3. 3. //Template 1• Tekst
  4. 4. #146 Cool
  5. 5. Cool//Template 1• Tekst
  6. 6. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  7. 7. //Template 1• Tekst
  8. 8. //Template 1• Tekst
  9. 9. //Template 1• Tekst
  10. 10. Unique//Michael stole the moonwalk from David… //Template 1 • Tekst
  11. 11. // who stole it from Marcel Marceau //Template 1 • Tekst
  12. 12. //Template 1• Tekst
  13. 13. Unique//Does this remind you of something? //Template 1 • Tekst
  14. 14. Unique//Dietrich Mateschitz //Template 1 • Tekst
  15. 15. Unique//Uniqueness by stealing from other industries //Template 1 • Tekst
  16. 16. Unique//Template 1• Tekst
  17. 17. Unique//But watch out for too different… //Template 1 • Tekst
  18. 18. Unique //Template 1①Sustain your unique proposition & style • Tekst①But adapt to the changing environment①Not forgetting about your core audience
  19. 19. Happy
  20. 20. Happy//Template 1• Tekst
  21. 21. Happy//Template 1• Tekst
  22. 22. Happy
  23. 23. // 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.
  24. 24. Happy//Template 1• Tekst
  25. 25. // 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.
  26. 26. Happy
  27. 27. Happy//Template 1• Tekst
  28. 28. Happy//Template 1• Tekst
  29. 29. Happy//Template 1• Tekst
  30. 30. Happy //Template 1①Deliver gratifications = challenges • Tekst①Don’t use negative emotions①Everyone likes happy endings !
  31. 31. How many times “hot” in our book „How Cool Brands Stay Hot‟
  32. 32. //Template 1• Tekst
  33. 33. www.howcoolbrandsstayhot.com/yourbookCode: #KJ11

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