Joeri Van den Bergh is one of the speakers at the Trends in Kids & Youth Marketing Conference in the Netherlands. Check out his presentation on How Cool Brands Stay Hot. How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on five years of intensive new research, it provides insights into the consumer psychology and behaviour of ‘the Millennials’. It will help you to connect with this new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them.

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14. #146
Cool

16. Cool
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19. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

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25. Unique
//Michael stole the moonwalk from David…
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26. // who stole it from Marcel Marceau
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28. Unique
//Does this remind you of something?
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29. Unique
//Dietrich Mateschitz
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31. Unique
//Uniqueness by stealing from other industries
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32. Unique
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33. Unique
//But watch out for too different…
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35. Unique
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①Sustain your unique proposition & style
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①But adapt to the changing environment
①Not forgetting about your core audience

38. Happy

39. Happy
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40. Happy
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41. Happy

42. // 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
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.

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44. // 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
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.

45. Happy

47. Happy
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48. Happy
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49. Happy
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51. Happy
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①Deliver gratifications = challenges
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①Don’t use negative emotions
①Everyone likes happy endings !

71. How many times “hot” in our book „How Cool Brands Stay Hot‟

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73. www.howcoolbrandsstayhot.com/yourbook
Code: #KJ11