How Cool Brands Stay Hot: Branding to Generation Y (by Joeri Van den Bergh), presented at the Harstad Konferansen in Harstad (NO) on January 25, 2012.

1. Good morning
Harstad
Follow me:
@joeri_insites

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20. #146

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26. “SCENE (T)AP(P)
50 Chicago bars
Cams recognizing
numbers & gender

32. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

34. Real
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35. //Authenticity for
Generation Y
Real

36. Real

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39. Real

46. Real
①Stay true to your roots, but don’t shout
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②Warm & close is the new cool
①Be transparent and respectful, listen (like
friends)

50. Happy

51. // I WILL NEVER FORGET THE DAY…
Extreme experience (e.g.
skydiving, mount climbing) When I was dumped
by my partner
Graduated
Meeting the love
of my life
Becoming a sport Surprise Death of a person
champion N = 40
close to me
Happiness Anger
My first kiss N = 156 N = 13
Got my driving license
When I got in a fight
Fear Disgust
N = 30 N = 14
New school Sadnes Discovered I had no
s real friends when I
N = 93
Moved needed them most
Encountered aggression
Was diagnosed Being dumped by my
with a serious boy/girl friend
Parents got illness
divorced
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.

59. Happy
①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is about connecting youth in a
playful way