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How Cool Brands Stay Hot at ACAM VMVM

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How Cool Brands Stay Hot: Branding to Generation Y, presented by Joeri Van den Bergh at ACAM-VMVM event on October 15, 2013 in Brussels (BE)

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How Cool Brands Stay Hot at ACAM VMVM

  1. 1. //Template 1 • Tekst
  2. 2. 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. @joeri_insites
  3. 3. #146
  4. 4. @joeri_insites
  5. 5. R2=.57 R2=.62 R2=.74 InSites Consulting Brand Model tested by path analysis
  6. 6. Real Insert movie Adidas
  7. 7. //Authenticity for Generation Y Real
  8. 8. Real
  9. 9. © InSites Consulting [client logo] InSites corporate presentation 33
  10. 10. © InSites Consulting [client logo] InSites corporate presentation 34
  11. 11. Personal finance management tool “TIM”
  12. 12. //Template 1 • Tekst
  13. 13. //Template 1 • Tekst
  14. 14. //Template 1 • Tekst
  15. 15. @joeri_insites @joeri_insites
  16. 16. @joeri_insites @joeri_insites
  17. 17. Page 55
  18. 18. Page 56
  19. 19. Page 57
  20. 20. Page 58
  21. 21. Results • The bank doubled its Gen Y customer base from 2011 • The daily rate of cards sale increased by 58% in the first 6 months from the launch (the double vs 2009) • 12 times more ST loan approval procedures initiated than weekly average 2010 • 10% more cross selling than in 2011
  22. 22. Real
  23. 23. @joeri_insites
  24. 24. @joeri_insites
  25. 25. @joeri_insites
  26. 26. @joeri_insites
  27. 27. @joeri_insites
  28. 28. // I WILL NEVER FORGET THE DAY… When I was dumped by my partner Extreme experience (e.g. skydiving, mount climbing) Graduated Meeting the love of my life Surprise Becoming a sport champion My first kiss Death of a person close to me N = 40 Happiness Anger N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadness N = 93 Encountered aggression Parents got divorced Moved Discovered I had no real friends when I needed them most Was Being dumped by my diagnosed with boy/girl friend a serious illness 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.
  29. 29. Happy //Template 1 • Tekst
  30. 30. Happy //Template 1 • Tekst
  31. 31. Together we have saved over ….€ this week
  32. 32. @joeri_insites
  33. 33. Self //Template 1 • Tekst Insert movie rorschach U by Kotex
  34. 34. Global online contest to recruit 100 amateur soccer players in 55 countries => 16 final best against the best Over 150,000 soccer players! @joeri_insites
  35. 35. @joeri_insites
  36. 36. @joeri_insites
  37. 37. @joeri_insites
  38. 38. @joeri_insites

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