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.

1. Goeiemiddag
HORECAVA
Follow me:
@joeri_insites

17. #146

20. //Template 1
• Tekst

27. “SCENE (T)AP(P)
50 Chicago bars
Cams recognizing
numbers & gender

39. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

41. Real
//Template 1
• Tekst

42. //Authenticity for
Generation Y
Real

43. Real

45. //Template 1
• Tekst

46. //Template 1
• Tekst

50. Real

55. Real
①Stay true to your roots, but don’t shout
//Template 1
• Tekst
②Warm & close is the new cool
①Be transparent and respectful, listen (like
friends)

58. Happy

59. // 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
divorced
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.

67. Happy
①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is about connecting youth in a
playful way