How Cool Brands Stay Hot at Marketing Minds

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How Cool Brands Stay Hot: Branding to Generation Y (by Joeri Van den Bergh), presented at the Marketing Minds event in Arnhem (NL) on Thursday January 17, 2013.

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How Cool Brands Stay Hot at Marketing Minds

  1. 1. Goeienavond Marketing Minds Follow me:@joeri_insites
  2. 2. //Template 1• Tekst
  3. 3. //Template 1• Tekst
  4. 4. //Template 1• Tekst
  5. 5. //Template 1• Tekst
  6. 6. #146
  7. 7. //Template 1• Tekst
  8. 8. “SCENE (T)AP(P)50 Chicago barsCams recognizingnumbers & gender
  9. 9. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  10. 10. Real//Template 1• Tekst
  11. 11. //Authenticity forGeneration Y Real
  12. 12. Real
  13. 13. //Template 1 On authenticity• Tekst
  14. 14. Personal finance management tool “TIM”
  15. 15. //re-Humanizingmarketing Real
  16. 16. How social media could be more social1 Read instead of write2 Ask for feedback (rather than wait)3 People (staff) instead of company
  17. 17. Real
  18. 18. //Template 1• Tekst
  19. 19. //Template 1• Tekst Cases
  20. 20. //Template 1• Tekst Cases
  21. 21. //Template 1• Tekst Cases
  22. 22. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm & close is the new cool①Be transparent and respectful, listen (like friends)
  23. 23. //Template 1• Tekst
  24. 24. //Template 1• Tekst
  25. 25. //Template 1• Tekst
  26. 26. Unique//Michael stole the moonwalk from David… //Template 1 • Tekst
  27. 27. // who stole it from Marcel Marceau //Template 1 • Tekst
  28. 28. //Template 1• Tekst
  29. 29. Unique//Does this remind you of something? //Template 1 • Tekst
  30. 30. Unique//Dietrich Mateschitz //Template 1 • Tekst
  31. 31. Unique //Template 1①Sustain your unique proposition & style • Tekst①But adapt to the changing environment①Not forgetting about your core audience
  32. 32. Unique//The core target group… //Template 1 • Tekst
  33. 33. Happy
  34. 34. // 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.
  35. 35. Happy//Template 1• Tekst
  36. 36. Happy//Template 1• Tekst
  37. 37. Together wehave savedover ….€this week
  38. 38. Happy①Deliver gratifications, not just pleasures①Don’t use negative emotions①Happiness is about connecting youth in a playful way

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