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How Cool Brands Stay Hot @ Trends in Kids & Jongeren Marketing 2011 (by Joeri Van den Bergh)

Date post: 08-May-2015
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Joeri Van den Bergh is one of the speakers at the Trends in Kids & Youth Marketing Conference in the Netherlands. Check out his presentation on How Cool Brands Stay Hot.How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on five years of intensive new research, it provides insights into the consumer psychology and behaviour of ‘the Millennials’. It will help you to connect with this new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them.
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Page 1: How Cool Brands Stay Hot @ Trends in Kids & Jongeren Marketing 2011 (by Joeri Van den Bergh)
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#146

Cool

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Cool

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R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

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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

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//But watch out for too different…

Unique

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①Sustain your unique proposition & style

①But adapt to the changing environment

①Not forgetting about your core audience

Unique

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Happy

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Happy

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Happy

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Happy

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// 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

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// 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

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Happy

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Happy

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Happy

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①Deliver gratifications = challenges

①Don’t use negative emotions

①Everyone likes happy endings !

Happy

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How many times “hot” in our book „How Cool Brands Stay Hot‟

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www.howcoolbrandsstayhot.com/yourbook

Code: #KJ11

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