How Cool Brands Stay Hot at Kids, Youth & Parent Power Congress (by Joeri Van den Bergh & Gert Kerkstoel)
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How Cool Brands Stay Hot at Kids, Youth & Parent Power Congress (by Joeri Van den Bergh & Gert Kerkstoel)
- 1. Good Morning Orlando
- 3. //Template 1 On authenticity • Tekst
- 7. On content //Template 1 • Tekst
- 9. Today is a Good Day //Template 1 • Tekst P.Rod III Los Angeles skate Eric Koston spots Kobe Bryant Switch Tre at Lance Mountain Santa Monica Pier Theotis & Nuggett …a rock Ice Cube & the car
- 18. Cool
- 19. #146 Cool
- 28. SCENE (T)AP(P) 50 Chicago bars cams recognizing numbers & gender
- 30. R2=.57 R2=.62 R2=.74 InSites Consulting Brand Model tested by path analysis
- 32. Real //Template 1 • Tekst Insert movie Adidas
- 34. //Authenticity for Generation Y Real
- 35. Real
- 39. Real
- 41. //Human factor of branding Real
- 42. 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
- 44. Real ①Stay true to your roots, but don’t shout //Template 1 • Tekst ②Warm is the new cool ①Be open and respectful, listen (like friends)
- 47. Happy
- 49. Happy
- 50. // I WILL NEVER FORGET THE DAY… Happy 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.
- 51. Happy
- 58. Happy //Template 1 • Tekst Insert movie SAF integrated longer
- 60. Happy //Template 1 ①Deliver gratifications = challenges • Tekst ①Don’t use negative emotions ①Everyone likes happy endings!
- 64. Joeri Van den Bergh Follow me on Twitter: @joeri_insites Link with me on LinkedIn