Post on 20-Aug-2015
joeri@insites.be
joeri@insites.be
KOGAN PAGE marketing book published Feb 2011
Joeri_InSites (Twitter) To tease me Squeeze me And Please me// UPDATES& BLOG:www.howcoolbrandsstayhot.com Joeri@insites.be www.insites.eu (voor zij die nog mailen)
joeri@insites.be
People ARE brands and brands should be like people !
joeri@insites.be
joeri@insites.be
The old definition of authenticity
ORIGIN + HISTORY + HERITAGE =
H20
Some myths about Gen Y
They only trust their friends
3/4 but…
<-
<- Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
joeri@insites.be
joeri@insites.be
3 advertising strategies that work
# 1/ Inclusion
#2/ Nostalgia
#3/ Irony
joeri@insites.be
Irony today… We know that you know
You know that we know
We know that you know that we know
And so on…
CASE “ADI DASSLER”
True? False? or
joeri@insites.be
IRONY KILLED AUTHENTICITY
Authentic apparel brands
Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
The knowledge of H20 = nihil
Origin: 26%
History: 23%
Heritage: 17%
Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
Authenticity?
real
original
> 15%
without imitation
unique
10-15%
quality
5-10%
own style
honest
values
years of presence
like in the past
genuine
< 2%
Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
joeri@insites.be
WHAT IS REAL
But what is real?
The concept of „perceived authenticity‟
Authentic = cool ?
Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
joeri@insites.be
WHAT IS UNIQUE?
CASE “APPLE iPOD”
° November 1954 Regency TR-1 I.D.E.A., Indianapolis Dr. Heinz De Koster Ph.D. of Physics
True? False? or
CASE “APPLE iPOD”
joeri@insites.be
QUALITATIVE 2009 Marrakech – The Evolving Human
joeri@insites.be
joeri@insites.be
YOUR 5 TAKE AWAYS FOR TODAY
joeri@insites.be
Try to remember this… 1/ H20 = not so relevant to youngsters
2/ Perception (and consistency) is reality
3/ Don‟t stress old authenticity
4/ Warm is the new cool, if it‟s TRUE
5/ It‟s good to be a HUMAN even if you are a Prince
joeri@insites.be
15 EURO (ipv 24,99 in de échte winkel)
NU TIJDELIJK Hand-gesigneerd in blauwe inkt Met de authentieke handtekening van de auteur ! (of ook: “Prince of Wales” if you prefer that one!)
DEES IS ECHT (COMMERCIEEL)
The book’s BRAND CRUSH model:
how to sustain a brand for Generation Y
R²= .74
R²= .57
R²= .62
joeri@insites.be
THANXX FOR YOUR ATTENTION
Link with me: www.linkedin.com/in/joerivandenbergh
Or for authentic dirty things check my Facebook xx