How Cool Brands Stay Hot @ Jobpunt Vlaanderen by Joeri Van den Bergh

transcript

The best of our work

- How Cool Brands Stay Hot. Branding to Gen Y

(Maak je merk cool)

- De Conversation manager

Why InSites?

//Template 1 • Tekst

STEREOTYPE

“They are spoilt, don’t know the value of

money and don’t want to work hard.”

“The Reflexive Generation”

LIFE WORK

56% has limited internet usage (InSites Consulting).

STEREOTYPE

“They have no respect for authorities and

you simply cannot manage them.”

STEREOTYPE

“They don’t know company loyalty and

don’t want to pay their dues.”

Install reverse mentorship where the digital natives

& traditional business leaders learn from each other.

10 Commandments

Have Faith in yourself

Respect your parents

Be honest

Take responsibility for your own life

Live life to the full and be passionate

Keep your promises

Work hard to succeed but not to detriment others

Be tolerant of other’s differences

Be happy & optimistic, even in adversity

Create, don’t destroy (yourself, others, the earth, values)

Hans (Mozes) uit Zele, Gen Y’er

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

//COOL =

0.38*Original

//COOL =

0.20*Popular

//iBlog, iTweet

therefor

//Template 1 • Tekst ①Act, don’t tell

①Innovate and surprise

①Friends are the COOL filter

Insert movie Adidas

//Authenticity for

Generation Y

Client experiences

Blogs are ideal. Give your employees the possibility to show the world that they love your company. And by the way, recent research showed that blogging employees are more loyal and have a higher productivity.

“If you need a social media policy in which you tell employees what they can and cannot do on social media,

your HR strategy has failed.”

Prof. Dr. Rudy Moenaert Marketing expert

//re-Humanizing

marketing

How social media could be more social

1. Read instead of write

2. Ask for feedback (rather than wait)

3. People (staff) instead of company

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

②Warm is the new cool

①Be open and respectful, listen (like friends)

//Uniqueness by stealing from other industries

Unique

①Sustain your unique proposition & style

①But adapt to the changing environment

①Not forgetting about your core audience

Unique

①Don’t offer products, support lifestyles

①Never use tribes on the outskirts

②Vary & combine different passion points

// 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

// 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

How Cool Brands Stay Hot @ Jobpunt Vlaanderen by Joeri Van den Bergh

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