How Cool Brands Stay Hot: Branding to Generation Y (by Joeri Van den Bergh), presented at the Marketing Minds event in Arnhem (NL) on Thursday January 17, 2013.

1. Goeienavond
Marketing
Minds
Follow me:
@joeri_insites

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21. #146

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

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

56. Real
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57. //Authenticity for
Generation Y
Real

58. Real

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62. Personal finance management tool “TIM”

65. //re-Humanizing
marketing
Real

67. 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

68. Real

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Cases

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Cases

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Cases

79. 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)

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85. Unique
//Michael stole the moonwalk from David…
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86. // who stole it from Marcel Marceau
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88. Unique
//Does this remind you of something?
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89. Unique
//Dietrich Mateschitz
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94. Unique
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①Sustain your unique proposition & style
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①But adapt to the changing environment
①Not forgetting about your core audience

95. Unique
//The core target group…
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98. Happy

99. // 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.

101. Happy
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102. Happy
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107. Together we
have saved
over ….€
this week

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