How Cool Brands Stay Hot @ SRM (by Joeri Van den Bergh)

transcript

//Template 1 •  Tekst

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.

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

//COOL =

0.38*Original

Innovation, novelty and scarcity

//COOL =

0.20*Popular

#146 Cool

//Template 1 •  Tekst ① Act, don’t tell ②  Innovate and surprise ③ Friends are the COOL filter

Insert movie Adidas

//Authenticity for Generation Y

//Human branding

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

//re-Humanizing marketing

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

② Warm is the new cool ③ Be open and respectful, listen (like friends)

Unique

//Michael stole the moonwalk from David…

Unique

// who stole it from Marcel Marceau

//Does this remind you of something?

Unique

//Dietrich Mateschitz

Unique

//Uniqueness by stealing from other industries

Unique

//Evolution of the environment in denim

Unique

//But watch out for ADAPTITIS…

Unique

① Sustain your unique proposition & style ② But adapt to the changing environment ③ Not forgetting about your core audience

Unique

Insert movie rorschach U by Kotex

① Don’t offer products, support lifestyles ② Never use tribes on the outskirts

③ Vary & 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

① Deliver gratifications, not just pleasures ② Don’t use negative emotions ③ Happiness is the new rebellion

How Cool Brands Stay Hot @ SRM (by Joeri Van den Bergh)

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