1.Trends & Brands: ° CBA 2006

2.Wicked? Sick? Dry? Or... ‘Cool’ 2007

3.The Magic Cool Formula: OPA 2008

4.Cool Today, Gone Tomorrow? 2009

5.Can’t get you out of my head 2010

Book on ‘Branding to Gen Y’ 2011

5 years of cool research

• The visceral brain

• The limbic system & amygdale

• The neo-cortex & frontal lobes

• Interplay, feedback & identity construction

It’s the brain, stupid

• Pleasures: the 5 senses

• Gratifications: challenge & personal

experiences

If it makes you happy

Happiness leads to loyalty

SOTongue is the new SOV Youth had a conversation in the past 4 weeks about...

Filter = Only female

Face value

• TOP 3 most mentioned = all advertised

• 3 of TOP 5 most talked about brands =

the coolest in their category !

The most mentioned brands

Mo ba nin

N = 1294 / Filter = If had at least 1 conversation

1. Chocolates

2. Beauty care

3. Salty snacks

Most + (65%)

1. Mobile operators

2. Energy drinks

3. Banks

Most – (25%)

Yes, they CAN !

Change, we can believe in Was there an impact on ME or on OTHERS during the conversation?

The Cool BRAIN award ...

What is the main

driver to start a

brand conversation?

How to set tongues wagging? The cause of my brand conversation was…

Youth Activation Matrix

The proof of the pudding...

High Buzz – Low Impact

Why low impact?

• In-crowd? => break out of in-crowd

Add non-disputable content to surpass the ‘taste’ discourse

• Too distant? => increase emotional levels & end user involvement

Happiness: LOCAL gratifications

E.g. Coca Cola Expedition 206

Low Buzz – Low Impact

• Increase conversations

Add disputable buzzworthy cool content to create conversations

• But watch out to outshine the brand

Conversations about the stunt... STAY TRUE & RELEVANT

E.g. Doritos Late Night Augmented reality concerts

Low Buzz – High Impact

• OBSERVATION !

often critical incident talks

• Or lower youth involvement

with category:

making the category cooler

and your brand cooler will

increase the buzz

E.g. Braun CruZer King of

Snow

Share of Tongue King of Snow

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

King of snow

High Buzz – High Impact

• Ongoing conversations

OBSERVE the content

• FACILITATE conversations

Feed with right cool content

• JOIN conversations

Co-create & design

E.g. Communities:

- AB Inbev Idea Brewers

- De Standaard

THE HYPES OF 2010… The HYPES of 2010…

3 D(o’s) of the day

1. Design buzz worthy content

2. Drive cool conversations

3. Demonstrate brand’s vision emotionally

If you DO the DDD, youth won’t go Zzz...

The Head Guard Model

COOL - CONVERSATION - CONVERSION