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| Date post: | 08-May-2015 |
| Category: |
Technology |
| Upload: | how-cool-brands-stay-hot |
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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
Cool
//COOL =
0.38*Original
Cool
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Innovation, novelty and scarcity
Cool
Cool
//COOL =
0.20*Popular
Cool
#146 Cool
Cool
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Cool
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Cool
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Cool
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Cool
//Template 1 • Tekst ① Act, don’t tell ② Innovate and surprise ③ Friends are the COOL filter
Cool
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Insert movie Adidas
Real
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Real
//Authenticity for Generation Y
Real
Real
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Real
//Human branding
Real
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
Real
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Real
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Real
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① Stay true to your roots, but don’t shout
② Warm is the new cool ③ Be open and respectful, listen (like friends)
Real
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Unique
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//Michael stole the moonwalk from David…
Unique
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// who stole it from Marcel Marceau
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//Does this remind you of something?
Unique
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//Dietrich Mateschitz
Unique
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//Uniqueness by stealing from other industries
Unique
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Unique
Unique
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//Evolution of the environment in denim
Unique
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//But watch out for ADAPTITIS…
Unique
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① Sustain your unique proposition & style ② But adapt to the changing environment ③ Not forgetting about your core audience
Unique
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Self
Self
Self
Self
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Insert movie rorschach U by Kotex
Self
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Self
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Self
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Self
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Self
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Self
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Self
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Self
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① Don’t offer products, support lifestyles ② Never use tribes on the outskirts
③ Vary & combine different passion points
Self
Happy
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Happy
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Happy
Happy
// I WILL NEVER FORGET THE DAY…
Surprise
Fear
Anger
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
Happy
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Happy
// I WILL NEVER FORGET THE DAY…
Surprise
Fear
Anger
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
Happy
Happy
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Happy
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Happy
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① Deliver gratifications, not just pleasures ② Don’t use negative emotions ③ Happiness is the new rebellion
Happy
