This document outlines a five-year research on trends and branding, focusing on factors that drive youth conversations about brands. It discusses the importance of emotional engagement and cool content to stimulate discussions, highlighting the relationship between happiness, loyalty, and brand perception. The study emphasizes strategies for brands to maintain relevance and impact in youth markets by facilitating conversations and adapting to consumer sentiments.

3. 5 years of cool research
1. Trends & Brands: ° CBA 2006
2. Wicked? Sick? Dry? Or... ‘Cool’ 2007
3. The Magic Cool Formula: OPA 2008
4. Cool Today, Gone Tomorrow? 2009
5. Can’t get you out of my head 2010
Book on ‘Branding to Gen Y’ 2011

5. It’s the brain, stupid
• The visceral brain
• The limbic system & amygdale
• The neo-cortex & frontal lobes
• Interplay, feedback & identity construction

7. If it makes you happy
• Pleasures: the 5 senses
• Gratifications: challenge & personal
experiences

10. Happiness leads to loyalty

12. SOTongue is the new SOV
Youth had a conversation in the past 4 weeks about...
Filter = Only female

15. Face value

17. The most mentioned brands
• TOP 3 most mentioned = all advertised
• 3 of TOP 5 most talked about brands =
the coolest in their category !

18. Mo ba nin
N = 1294 / Filter = If had at least 1 conversation

19. Most + (65%) Most – (25%)
1. Chocolates 1. Mobile operators
2. Beauty care 2. Energy drinks
3. Salty snacks 3. Banks

20. Yes, they CAN !

21. Change, we can believe in
Was there an impact on ME or on OTHERS during the conversation?

22. The Cool BRAIN award ...
What is the main
driver to start a
brand conversation?

24. How to set tongues wagging?
The cause of my brand conversation was…

25. Youth Activation Matrix

26. The proof of the pudding...

27. High Buzz – Low Impact
Why low impact?
• In-crowd? => break out of in-crowd
Add non-disputable content to surpass the ‘taste’ discourse
• Too distant? => increase emotional levels & end user involvement
Happiness: LOCAL gratifications
E.g. Coca Cola Expedition 206

29. Low Buzz – Low Impact
• Increase conversations
Add disputable buzzworthy cool content to create conversations
• But watch out to outshine the brand
Conversations about the stunt... STAY TRUE & RELEVANT
E.g. Doritos Late Night Augmented reality concerts

30. Low Buzz – High Impact
• OBSERVATION !
often critical incident talks
• Or lower youth involvement
with category:
making the category cooler
and your brand cooler will
increase the buzz
E.g. Braun CruZer King of
Snow

31. King of snow
Share of Tongue King of Snow
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

32. High Buzz – High Impact
• Ongoing conversations
OBSERVE the content
• FACILITATE conversations
Feed with right cool content
• JOIN conversations
Co-create & design
E.g. Communities:
- AB Inbev Idea Brewers
- De Standaard

33. The HYPES of 2010…
THE HYPES OF 2010…

37. 3 D(o’s) of the day
1. Design buzz worthy content
2. Drive cool conversations
3. Demonstrate brand’s vision emotionally
If you DO the DDD, youth won’t go Zzz...

38. The Head Guard Model
COOL - CONVERSATION - CONVERSION