How Cool Brands Stay Hot: Branding to Generation Y (by Joeri Van den Bergh), presented at the Batenborch Masterclass.

7. Opening Forever 21
Antwerp
1000 waiting
23000 visited in one day
2 min on national news

8. 1984, Los Angeles, CA
Chang Family
480+ stores

9. On trend product
Several Lines, shoes accessories
Daily new styles
Wide!!, not deep
Very (very) affordable

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13. STEREOTYPE
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#1
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stimulation = bredth instead of depth…
“They are spoilt, don’t know the value of
money and don’t want to work hard.”

14. “The Reflexive Generation”
SELF
WORK LIFE

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35. STEREOTYPE
//Template 1
#2
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“They have no respect for authorities and
you simply cannot manage them.”

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41. STEREOTYPE
//Template 1
#3
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“They don’t know company loyalty and
don’t want to pay their dues.”

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45.  Logistics Specialist
 Carrier Account Executive

50. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

52. //Authenticity for
Generation Y
Real

53. Real
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Insert movie Adidas

54. Real
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55. //Authenticity for
Generation Y
Real

56. Real

59. Personal finance management tool “TIM”

60. Real

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70. Real
①Stay true to your roots, but don’t shout
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②Warm & close is the new cool
①Be transparent and respectful, listen (like
friends)

75. // 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

77. Self
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Insert movie rorschach U by Kotex

78. Global online contest to recruit 100
Young amateur soccer players in 55
countries => 16 final best against the
best
Over 150,000 young soccer players!

87. Happy
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88. Happy
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Insert movie SAF integrated longer