how cool brands stay hot @ trends in kids & jongeren marketing 2011 (by joeri van den bergh)
DESCRIPTION
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.TRANSCRIPT
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#146
Cool
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Cool
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
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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Happy
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①Deliver gratifications = challenges
①Don’t use negative emotions
①Everyone likes happy endings !
Happy
How many times “hot” in our book „How Cool Brands Stay Hot‟
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www.howcoolbrandsstayhot.com/yourbook
Code: #KJ11