How Cool Brands Stay Hot @ Vlerick iGMO Summit

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Presentation by Joeri Van den Bergh on How Cool Brands Stay Hot - Branding to Generation Y at the Vlerick iGMO Summit on June 21, 2012.

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How Cool Brands Stay Hot @ Vlerick iGMO Summit

  1. 1. Goeiemiddag iGMO Summit’ers Follow me:@joeri_insites
  2. 2. Goeiemiddag iGMO Summit’ers Follow me:@joeri_insites
  3. 3. //Template 1• Tekst
  4. 4. STEREOTYPE//Template 1 #1• Tekst “They are spoilt, don’t know the value of money and don’t want to work hard.”
  5. 5. Opening Forever 21 Antwerp 1000 waiting23000 visited in one day2 min on national news
  6. 6. //Template 1• Tekst
  7. 7. STEREOTYPE//Template 1 #1• Tekst “They are spoilt, don’t know the value of money and don’t want to work hard.”
  8. 8. “The Reflexive Generation” SELFWORK LIFE
  9. 9. “SCENE (T)AP(P)”50 Chicago barscams recognizingnumbers & gender
  10. 10. //Template 1• Tekst
  11. 11. 1. People will appreciate you for it. And they might spend some more money. free Wifi.2. You can welcome your customers.3. People are encouraged to talk about you and your offering.
  12. 12. //Template 1• Tekst
  13. 13. //Template 1• Tekst
  14. 14. STEREOTYPE//Template 1 #2• Tekst “They have no respect for authorities and you simply cannot manage them.”
  15. 15. //Template 1• Tekst
  16. 16. //Template 1• Tekst
  17. 17. 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.
  18. 18. STEREOTYPE//Template 1 #3• Tekst “They don’t know company loyalty and don’t want to pay their dues.”
  19. 19. //Template 1• Tekst
  20. 20. //Template 1• Tekst
  21. 21. //Template 1• Tekst
  22. 22.  Logistics Specialist Carrier Account Executive
  23. 23. //Template 1• Tekst
  24. 24. //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. + 170Kviews(youtube,Vimeo)+ 200blogs(mashablepsfk, …)
  28. 28. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  29. 29. //Template 1• Tekst
  30. 30. Real//Template 1• Tekst Insert movie Adidas
  31. 31. Real//Template 1• Tekst
  32. 32. //Authenticity forGeneration Y Real
  33. 33. Real
  34. 34. //Template 1• Tekst
  35. 35. Real
  36. 36. //Template 1• Tekst
  37. 37. //Template 1• Tekst Cases
  38. 38. //Template 1• Tekst Cases
  39. 39. //Template 1• Tekst Cases
  40. 40. //Human factor ofbranding Real
  41. 41. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  42. 42. Happy//Template 1• Tekst
  43. 43. Happy//Template 1• Tekst
  44. 44. Happy//Template 1• Tekst Insert movie SAF integrated longer
  45. 45. //YOURChallenge… Real
  46. 46. Think of your company in 2025…=> Gen Y = 30-45 – are you Gen Y Proof?How will you keep your COOL?What are your challenges?Strengths & weaknesses?
  47. 47. ① Helping to achieve //Template 1 • Tekst②Being authentic①Keep them interested (stimulation junkies)
  48. 48. //Template 1• Tekst

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