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Joeri Van den Bergh Managing Partner InSites Consulting How Cool FMCG Brands Stay Hot!
| Date post: | 20-Aug-2015 |
| Category: |
Business |
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Joeri Van den Bergh
Managing Partner
InSites Consulting
How Cool FMCG Brands Stay Hot!
//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
Cool
//COOL =
0.38*Original
Cool
//Template 1 • Tekst
Innovation, novelty and scarcity
Cool
//Template 1 • Tekst
Innovation, novelty and scarcity
Cool
Work with origin & flavors from around the world
//COOL =
0.20*Popular
Cool
Cool
//Template 1 • Tekst ①Act, don’t tell
①Innovate, surprise & gamify
①Friends are the COOL filter
Cool
//Template 1 • Tekst
Insert movie Adidas
Real
//Template 1 • Tekst
Real
//Authenticity for
Generation Y
Real
Real
//Template 1 • Tekst
//Human factor of
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
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
//Template 1 • Tekst
Real
//Template 1 • Tekst
①Stay true to your roots, but don’t shout
②Warm is the new cool
①Be open and respectful, listen (like friends)
Real
//Template 1 • Tekst
//Template 1 • Tekst
//Template 1 • Tekst
//Template 1 • Tekst
//Michael stole the moonwalk from David…
Unique
//Template 1 • Tekst
// who stole it from Marcel Marceau
//Template 1 • Tekst
//Template 1 • Tekst
//Does this remind you of something?
Unique
//Template 1 • Tekst
//Dietrich Mateschitz
Unique
“Stimulation” drink: stimulates brain, blood
… and balls
//Template 1 • Tekst
//Uniqueness by stealing from other industries
Unique
//Template 1 • Tekst
Unique
Unique
//Template 1 • Tekst
//Adaptation to the environment
Unique
//Template 1 • Tekst
①Sustain your unique proposition & style
①But adapt to the changing environment
①Not forgetting about your core audience
Unique
//Template 1 • Tekst
//The CORE audience…
Unique
//Template 1 • Tekst
Eugenio Mendez
Senior Category Director Rum
Bacardi
How cool FMCG brands stay hot
“BACARDI: 150 is the new 21”
