Download - How Cool Brands Stay Hot @ SRM (by Joeri Van den Bergh)

//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


Innovation, novelty and scarcity

Cool

Cool

//COOL =

0.20*Popular

Cool

#146 Cool

Cool


Cool


Cool


Cool


Cool

//Template 1 •  Tekst ① Act, don’t tell ②  Innovate and surprise ③ Friends are the COOL filter

Cool


Insert movie Adidas

Real


Real

//Authenticity for Generation Y

Real

Real


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



Real


Real


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


Unique





//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


//Evolution of the environment in denim

Unique


//But watch out for ADAPTITIS…

Unique


① Sustain your unique proposition & style ② But adapt to the changing environment ③ Not forgetting about your core audience

Unique


Self

Self

Self

Self


Insert movie rorschach U by Kotex

Self


Self


Self


Self


Self


Self


Self


Self


① Don’t offer products, support lifestyles ② Never use tribes on the outskirts

③ Vary & 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


Happy


Happy


① Deliver gratifications, not just pleasures ② Don’t use negative emotions ③ Happiness is the new rebellion

Happy