frAGILE - Is NextGen marketing more chemistry than science?
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Joeri Van den Bergh co-founder InSites Consulting author How Cool Brands Stay Hot @JOERI_INSITES HOWCOOLBRANDSSTAYHOT.COM
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Transcript of frAGILE - Is NextGen marketing more chemistry than science?
Joeri Van den Bergh
co-founder InSites Consulting
author How Cool Brands Stay Hot
@JOERI_INSITES
HOWCOOLBRANDSSTAYHOT.COM
WELCOME!
Hakim ZEMNI Managing Director InSites Consulting Belgium
Joeri VAN DEN BERGH Managing Partner
WiFi: InSitesVisitor
Password: welcome2insites
TREND or fad?
TREND or fad?
LIMITED
FAST MONEY
SHORT-LIVED
TREND or fad?
WAIT&SEE
CROSS-OVER
LONG TERM
TREND or fad?
BE ‘IN’
TACTICAL
TOM
Business impact?
STRATEGIC
PROBLEM SOLVE
RELEVANCE
TREND or fad?
TREND fad
STRATEGIC
PROBLEM SOLVE
RELEVANCE
TREND or fad?
#cocreatecommunicationwithnxtgen
TREND cases!
STRATEGIC
PROBLEM SOLVE
RELEVANCE
TREND or fad?
#nxtgenbankingexpectationsandmomentsoftruth
TREND cases!
STRATEGIC
PROBLEM SOLVE
RELEVANCE
TREND or fad?
#understandnxtgendigitallifestyle
TREND cases!
STRATEGIC
PROBLEM SOLVE
RELEVANCE
TREND or fad?
#understandimpactofnxtgenonferrerobusiness
TREND cases!
Joeri Van den Bergh
co-founder InSites Consulting
author How Cool Brands Stay Hot
@JOERI_INSITES
HOWCOOLBRANDSSTAYHOT.COM
Updated 3rd edition with Gen Z chapterOUT since April 2016
NO it was not an emoji
coulrophobia2016 was certainly the year of …
Generation Z was born into a harder world. Today’s realities are of less gloss, less optimism and greater realism…
AXE – UNILEVER
Victor Hugo, Global Brand Director
A 12-year-old today knows as much as a 15-year-old 10 years ago. Gen Z is growing up really FAST.
PEPSICO
Kurt Frenier – Global VP & GM Portfolio Transformation
Wang Deshun
A FRAGILE WORLD
Singleton City
Otherhood
Flatage Society - Midorexia
Levi’s tapered & tailored
Nestlé Cocina Spain Zauo Tokyo
Adidas Knit for You
Mobile Scan App with AR startup ModiFace
Vue cinemas Late Shift
RYU – Canada: 50% discounts
They are not necessarily looking for brands… Rather sth. they need and very quickly…
EBAY
Ivo Wassenaer – Marketing Strategy Manager
KFC Bejing: face recognition ordering
Amazon GO: WRO–shopping
Alibaba’s Taobao Cafe cashier free food & beverages, Hangzhou, 2017
IWWIWWIWI
POSB – Singapore – Face 2 Face 24 hours customer service
A FRAGILE WORLD
AN AGILE MINDSET
Singleton City
Otherhood
Flatage Society - Midorexia
Microfying Macroness
Forever & Ever
Yours seamlessly
Busyness is a business
Shortening Cycles
Gen Z responds to something that feels honest. Don’t try to pretend something you are not.
TOMMY HILFIGER
Avery Baker – Chief Brand & Marketing Officer
Dr Jart+ skincare - Seoul
A FRAGILE WORLD
AN AGILE MINDSET
ACTUAL REALITYSingleton City
Otherhood
Flatage Society - Midorexia
Influenza
Big is bad?
The touchables
Transparancy & Track & Trace
These roots are made for walking
Back to the Future
Microfying Macroness
Forever & EverYours seamlessly
Busyness is a business
Shortening Cycles
Select3 BUSINESSCRITICALTRENDS
Preparea short 1’ pitch
per trend.
YOUR ASSIGNMENT (15’)
Collect3 chips each.
Forma mini-group
of 4-5.
Placeyour bets
on 3 trends
in your
mini-group.
Discussyour bets.
Choose3 trends you
find business
critical for
your brand as a group.
THE BATTLE (10’)
Place your betsAS A TEAM & defend
YOUR CHOICE.
LET’S PRIORITIZE (5’)
Take 1 chip each & choose 1 trend individually.
YOUR ASSIGNMENT (20’)
Forma mini-group of 4-
5.
Choose1 trend from the
shortlisted casino
game board.
Brainstorm about possible
actions / angles /
ideas/ innovations
based on the
trend.
Preparea (5 min.) debrief
or pitch with your
ideas and actions.
Presentyour ideas (in 5
min.) to the rest
of the team
