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frAGILE - Is NextGen marketing more chemistry than science?

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In today’s post-truth society change comes rapidly and unexpected. How do brands speed up their NextGen (Gen Y & Z) marketing strategies to get ready for the new decade? Based on dozens of international expert interviews with senior marketing executives of renowned brands (such as PepsiCo, LEGO, Freitag, LEVI’s, Beiersdorf, Audible, MasterCard, AB InBev, eBay, IKEA, Tommy Hilfiger…), Joeri Van den Bergh (Co-founder & NextGen expert) shares insights on brands that bond beyond disruption.

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frAGILE - Is NextGen marketing more chemistry than science?

  1. 1. Joeri Van den Bergh co-founder InSites Consulting author How Cool Brands Stay Hot @JOERI_INSITES HOWCOOLBRANDSSTAYHOT.COM
  2. 2. WELCOME! Hakim ZEMNI Managing Director InSites Consulting Belgium Joeri VAN DEN BERGH Managing Partner WiFi: InSitesVisitor Password: welcome2insites
  3. 3. TREND or fad? TREND or fad?
  4. 4. LIMITED FAST MONEY SHORT-LIVED TREND or fad? WAIT&SEE CROSS-OVER LONG TERM TREND or fad?
  5. 5. BE ‘IN’ TACTICAL TOM Business impact? STRATEGIC PROBLEM SOLVE RELEVANCE TREND or fad? TREND fad
  6. 6. STRATEGIC PROBLEM SOLVE RELEVANCE TREND or fad? #cocreatecommunicationwithnxtgen TREND cases!
  7. 7. STRATEGIC PROBLEM SOLVE RELEVANCE TREND or fad? #nxtgenbankingexpectationsandmomentsoftruth TREND cases!
  8. 8. STRATEGIC PROBLEM SOLVE RELEVANCE TREND or fad? #understandnxtgendigitallifestyle TREND cases!
  9. 9. STRATEGIC PROBLEM SOLVE RELEVANCE TREND or fad? #understandimpactofnxtgenonferrerobusiness TREND cases!
  10. 10. Joeri Van den Bergh co-founder InSites Consulting author How Cool Brands Stay Hot @JOERI_INSITES HOWCOOLBRANDSSTAYHOT.COM
  11. 11. Updated 3rd edition with Gen Z chapter OUT since April 2016
  12. 12. NO it was not an emoji
  13. 13. coulrophobia 2016 was certainly the year of …
  14. 14. Generation Z was born into a harder world. Today’s realities are of less gloss, less optimism and greater realism… AXE – UNILEVER Victor Hugo, Global Brand Director
  15. 15. A 12-year-old today knows as much as a 15-year-old 10 years ago. Gen Z is growing up really FAST. PEPSICO Kurt Frenier – Global VP & GM Portfolio Transformation
  16. 16. Wang Deshun
  17. 17. A FRAGILE WORLD Singleton City Otherhood Flatage Society - Midorexia
  18. 18. Levi’s tapered & tailored
  19. 19. Nestlé Cocina Spain Zauo Tokyo
  20. 20. Adidas Knit for You
  21. 21. Mobile Scan App with AR startup ModiFace
  22. 22. Vue cinemas Late Shift
  23. 23. RYU – Canada: 50% discounts
  24. 24. They are not necessarily looking for brands… Rather sth. they need and very quickly… EBAY Ivo Wassenaer – Marketing Strategy Manager
  25. 25. KFC Bejing: face recognition ordering
  26. 26. Amazon GO: WRO–shopping
  27. 27. Alibaba’s Taobao Cafe cashier free food & beverages, Hangzhou, 2017
  28. 28. IWWIWWIWI
  29. 29. POSB – Singapore – Face 2 Face 24 hours customer service
  30. 30. A FRAGILE WORLD AN AGILE MINDSET Singleton City Otherhood Flatage Society - Midorexia Microfying Macroness Forever & Ever Yours seamlessly Busyness is a business Shortening Cycles
  31. 31. Gen Z responds to something that feels honest. Don’t try to pretend something you are not. TOMMY HILFIGER Avery Baker – Chief Brand & Marketing Officer
  32. 32. Dr Jart+ skincare - Seoul
  33. 33. A FRAGILE WORLD AN AGILE MINDSET ACTUAL REALITYSingleton City Otherhood Flatage Society - Midorexia Influenza Big is bad? The touchables Transparancy & Track & Trace These roots are made for walking Back to the Future Microfying Macroness Forever & Ever Yours seamlessly Busyness is a business Shortening Cycles
  34. 34. Select 3 BUSINESS CRITICAL TRENDS
  35. 35. Prepare a short 1’ pitch per trend. YOUR ASSIGNMENT (15’) Collect 3 chips each. Form a mini-group of 4-5. Place your bets on 3 trends in your mini-group. Discuss your bets. Choose 3 trends you find business critical for your brand as a group.
  36. 36. THE BATTLE (10’) Place your bets AS A TEAM & defend YOUR CHOICE.
  37. 37. LET’S PRIORITIZE (5’) Take 1 chip each & choose 1 trend individually.
  38. 38. YOUR ASSIGNMENT (20’) Form a mini-group of 4- 5. Choose 1 trend from the shortlisted casino game board. Brainstorm about possible actions / angles / ideas/ innovations based on the trend. Prepare a (5 min.) debrief or pitch with your ideas and actions. Present your ideas (in 5 min.) to the rest of the team

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