How Cool Brands Stay Hot @ De Marketingdagen

transcript

Goeiemiddag

Utrecht (&zo)

@joeri_insites

//Template 1 • Tekst

SCENE (T)AP(P)

50 Chicago bars

cams recognizing

numbers & gender

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

Insert movie Adidas

//Authenticity for

Generation Y

QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you?

Source: InSites Consulting BENELUX study for LEVI’s Europe 2008

//Human &

honest factor of

branding &

marketing

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

②Warm is the new cool

①Be open and respectful, listen (like friends)

// 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

+ 170K

(youtube,

Vimeo)

(mashable

psfk, …)

gamification

of marketing,

business and HR

Happy: challenge people !

Insert movie SAF integrated longer

①Deliver gratifications = challenges

①Don’t use negative emotions

①Everyone likes happy endings!

Joeri Van den Bergh

Follow me on Twitter:

@joeri_insites

Link with me on

http://www.slideshare.net/joerivandenbergh/

How Cool Brands Stay Hot @ De Marketingdagen

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