How Cool Brands Stay Hot - Branding to Gen Y (by Joeri Van den Bergh & Mattias Behrer)

transcript

//Template 1 • Tekst

Danish brand from the Bestseller group (Vero Moda, Only, etc) : from 4-6 collections a year 20 years ago (when they started) to 20 different collections a year today

The new coke FREESTYLE fountain: from 6 standard coke brands in a dispenser to over 100 different combinations and variations, all coke branded.

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.

//COOL =

0.38*Original

Innovation, novelty and scarcity

//COOL =

0.20*Popular

Gen Y has 146 brand related conversations/week: = 2X amount of adults 43% of Gen Yers actively recommends brands to peers 1/3 try product/brand for first time after a brand related conversation

//Template 1 • Tekst ①Act, don’t tell

①Innovate and surprise

①Friends are the COOL filter

//Authenticity for

Generation Y

NOT origin, history or heritage (like in adidas commercial) but … staying true to yourself

①Stay true to your roots, but don’t shout

②Warm is the new cool

①Be open and respectful, listen (like friends)

//Dietrich Mateschitz

Unique

//Evolution of the environment in denim

Unique

①Sustain your unique proposition & style

①But adapt to the changing environment

①Not forgetting about your core audience

Unique

Insert movie rorschach U by Kotex

①Don’t offer products, support lifestyles

①Never use tribes on the outskirts

②Vary & combine different passion points

St Johns university Queens New York 1 tweet, 1 Facebook status update (now 22.5 million fans) 1 million views within a week Top 1% of best scoring ads ever tested by Coke in the US

//HAPPINESS =

50% Setpoint

10% Conditions

40% Voluntary

Csikszentmihalyi (H)

// I WILL NEVER FORGET THE DAY…

Surprise

Sadness

Disgust

Meeting the love

of my life

Becoming a sport

champion

My first kiss

Extreme experience (e.g.

skydiving, mount climbing)

Parents got

divorced

New school

Encountered aggression

When I was dumped

by my partner

Death of a person

close to me

Was diagnosed

with a serious

illness

When I got in a fight

Discovered I had no

real friends when I

needed them most Moved

Graduated

Got my driving license

Being dumped by my

boy/girl friend

N = 40

N = 13

N = 14

N = 93

N = 30

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.

Happiness N = 156

Insert movie SAF integrated longer

①Deliver gratifications, not just pleasures

①Don’t use negative emotions

①Happiness is the new rebellion

RUNNINGTAKEST

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

// RESULTS

- 70% Increase in Sales compared to

season index

- 68% Increase in Sales in ‘Take

Sthlm’store activity compared to

traditional NIKE space

- 8000 NIKE+ apps downloaded

Source: Sara Althini, Brand Manager NIKE Running Sweden Oct 2010

// How Cool Brands Stay Hot

The book is about connecting with a new generation (Generation Y) which will

determine how society and the consumer markets will evolve in the next 3

decades. The book is based on 5 years of intense new market research and

insights and case studies of MTV teams from all over the world, and offers

insights in the psychology and behaviour of “the Millennials” as consumers. The

book describes the five main characteristics of successful youth brands and will

help companies get in touch with this new generation of consumers by

understanding their preferences and dislikes. The book is interspersed with case

studies and interviews with global marketing executives at international brands

such as H&M, Coca-Cola, Levi‟s, Nike, Nokia and Jack & Jones. It presents

creative ideas to its readers about how to position, develop and promote brands

and how to make them relevant for Generation Y. More info and updates on:

http://www.howcoolbrandsstayhot.com

The book has just won the „Marketing Book of The Year 2011‟ award. A

professional and international jury nominated it as one of the 10 best books of

2011. Afterwards 2,153 marketers from 85 countries voted „How Cool Brands

Stay Hot’ as best marketing book of the past year. More info on this award on:

http://www.marketingbookoftheyear.org

How Cool Brands Stay Hot - Branding to Gen Y (by Joeri Van den Bergh & Mattias Behrer)

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