How Cool Brands Stay Hot at Horecava (by Joeri Van den Bergh)

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How Cool Brands Stay Hot: Branding to Generation Y presented at the Horecava 2013 in Amsterdam (NL) by Joeri Van den Bergh on January 8, 2013.

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How Cool Brands Stay Hot at Horecava (by Joeri Van den Bergh)

  1. 1. Goeiemiddag HORECAVA Follow me:@joeri_insites
  2. 2. #146
  3. 3. //Template 1• Tekst
  4. 4. “SCENE (T)AP(P)50 Chicago barsCams recognizingnumbers & gender
  5. 5. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  6. 6. Real//Template 1• Tekst
  7. 7. //Authenticity forGeneration Y Real
  8. 8. Real
  9. 9. //Template 1• Tekst
  10. 10. //Template 1• Tekst
  11. 11. Real
  12. 12. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm & close is the new cool①Be transparent and respectful, listen (like friends)
  13. 13. Happy
  14. 14. // 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.
  15. 15. Happy①Deliver gratifications, not just pleasures①Don’t use negative emotions①Happiness is about connecting youth in a playful way

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