How Cool Brands Stay Hot

transcript

Good Morning

Bergen

Follow me

@joeri

Good afternoon

Follow me:

@joeri_insites

Opening Forever 21

Antwerp

1000 waiting

23000 visited in one day

2 min on national news

//Template 1 • Tekst

Haul videos

Social media

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.

Crowdsourcing emerging designers

via social media

Designers get their inspiration from

life in the city, the club scene,

each other, their expert coaches,

the Heineken brand and of course…

clubbers!

The layout takes a cue from

the nightlife journey of clubbers

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

Insert movie Adidas

//Authenticity for

Generation Y

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, …)

Joeri Van den Bergh

Follow me on

@joeri_insites

Howcoolbrandsstayhot.com

How Cool Brands Stay Hot

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