Masterclass How Cool Brands Stay Hot @ InSites Consulting London

//Template 1 • Tekst


14h00 Welcome by Lisa Ohlin, Business Director InSites Consulting UK 14h10 Intro by Gert Kerkstoel, former Global Business Director Nike SB 14h30 How Cool Brands Stay Hot by Joeri Van den Bergh, co-founder & managing partner InSites Consulting & Gen Y author 15h30 Break 15h50 Client cases, by Tom De Ruyck, Head of Research Communities 16h20 Case study breakouts & group presentations 17h30 Drinks & canapés


On authenticity





On content



P.Rod III Los Angeles skate

spots

Eric Koston

Kobe Bryant Switch Tre at

Santa Monica Pier Lance Mountain

Theotis & Nuggett …a rock Ice Cube & the car

Today is a

Good Day



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

Cool

//COOL =

0.20*Popular

Cool

#146

Cool

Cool


Cool


Cool


Cool

//Template 1 • Tekst ①Act, don’t tell

①Innovate and surprise

①Friends are the COOL filter

Cool


Insert movie Adidas

Real


Real

//Authenticity for

Generation Y

Real

Real

//Human factor of

branding

Real

http://www.zimbio.com/pictures/fTRqDmzIog6/Monica+Lewinsky+Leaving+Sunset+5+Theatres/2x1OQozmfAs/Monica+Lewinsky

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



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

②Warm is the new cool

①Be open and respectful, listen (like friends)

Real





//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


Unique

Unique


//Adaptation to the environment

Unique


//But watch out for ADAPTITIS…

Unique


①Sustain your unique proposition & style

①But adapt to the changing environment

①Not forgetting about your core audience

Unique

Self

Self

Self


Insert movie rorschach U by Kotex

Self


Self


Self


Self


Self


Self


Self


Self


①Don’t offer products, support lifestyles

①Never use tribes on the outskirts

②Vary & combine different passion points

Self

Happy


Happy


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


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


①Deliver gratifications, not just pleasures

①Don’t use negative emotions

①Happiness is the new rebellion

Happy


Happy

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

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It is time to re-invent youth marketing (research)! Because Gen Y is different from any other generation before...

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Digital Natives asking for CEO powers. Get used to it and understand how to lead instead of how to control.

140 InSites Consulting beliefs - © 2010

[client logo] [client logo]

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Invite Gen Y to the ‘boardroom’ of your organization. Get to know them better, connect, have a dialogue and start collaborating.

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Always-on research with youngsters acting as part-time marketers.

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Is a 24/7 connection possible?

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Key learning 1 Who makes research communities work?

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WHO? Dunbar’s number: 150 members is the maximum number enabling social interactions on a community.

Threads can last for too long!

Embed the interaction in community threads ...!



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WHO? Creating in-depth relationships with few rather than superficial relationships with many.



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i•den•ti•fi•ca•tion [ahy-den-tuh-fi-key-shuhn,]

noun

The convergence of brand's values with

that of the person, and the degree to

which the brand is regarded as having

personal relevance.

Typically represented by concentric

circles moving closer.

You Brand

WHO? What is connecting community members? Importance of brand and/or topic involvement.

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Key learning 2 What makes research communities work?



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WHAT? Commitment from community members. Meet & greet, taking them on a guided tour, giving back.

151 InSites Consulting’s Research Communities


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WHAT? Empower & entertain them. Let them have their say. Enable them to share enriched content & social content.

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Connecting with B&J brand lovers



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WHAT? Let them play. Gamify your research and be amazed by the boost in reactions!

Levels? Badges? Status? Seriously? Do they matter?

Battle to earn badges

“We are lagging behind! I am sure with a gobby lass like me we can

head back to the top!!! “

Wow first place thats great and I would say a very big thank you to The Duchess and

Hettie who have placed some great posts.

“When I got my expert badge I bragged

to my family and said 'there see I told you I was an expert' lol its not often we get called such things so why shouldn't we be

pleased with ourselves”

We like to be challenged

Didn’t you ever try to beat the system?

Co-development Facebook page

Challenge the designers

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Be our eyes & ears...

http://we.talktochange.com/cfs-file.ashx/__key/communityserver-discussions-components-files/465/5165.ikea_2D00_paris23.jpg

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Key learning 3 How to make research communities work?



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The story Equilibrium The methods The results

HOW? Creating an experience is hard work. Creating the right mix.



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HOW? Commitment from the moderator. Instead of the X-factor, we talk about the C-factor.



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HOW? Commitment from the company. Buy-in, engagement, input.



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HOW? Go beyond the 30 min debrief. Don’t present engage, inspire & let them act!



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Bring the consumers into the boardroom And you can take that rather literally if you like...

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Creating positive disruption



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Making research used



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Brainstorm and work together! And move from results to actions...



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Create engaging experiences that inspire and are worth sharing

@tomderuyck

Case study FOREVER 21

1984, Los Angeles, CA

Chang Family

480+ stores

2010 Europe

On trend product

Several Lines, shoes accessories

Daily new styles

Wide, not deep

Very (very) affordable

Huge stores

Hi street A-locations & malls

Great merchandising

Fashion Blogging

Streetstyle Hunting

Haul videos

Social media

Why does Forever 21

appeal to generation Y?

Use CRUSH to explain.

Opening Forever 21 Antwerp

1000 waiting

23000 visited in one day

2 min on national news

Use the following elements to

device a launch strategy:

PR (Interviews Linda Chang)

the F21 hologram fashion show

Magazine Stylists

Fashion Blogging/streetstyle

City media

Let’s have a drink

Thank you

Date post:	20-Aug-2015
Category:	Technology
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Masterclass How Cool Brands Stay Hot @ InSites Consulting London

Technology