How Cool Brands Stay Hot at Horecava (by Joeri Van den Bergh)

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Goeiemiddag HORECAVA Follow me: @joeri_insites

description

How Cool Brands Stay Hot: Branding to Generation Y presented at the Horecava 2013 in Amsterdam (NL) by Joeri Van den Bergh on January 8, 2013.

Transcript of How Cool Brands Stay Hot at Horecava (by Joeri Van den Bergh)

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Good Morning

Bergen

Follow me

@joeri

Goeiemiddag

HORECAVA

Follow me:

@joeri_insites

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#146

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//Template 1 • Tekst

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

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R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

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//Template 1 • Tekst

Real

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//Authenticity for

Generation Y

Real

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Real

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//Template 1 • Tekst

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//Template 1 • Tekst

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Real

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①Stay true to your roots, but don’t shout

②Warm & close is the new cool

①Be transparent and respectful, listen (like

friends)

Real

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Happy

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// I WILL NEVER FORGET THE DAY…

Surprise

Fear

Anger

Sadness

Disgust

Meeting the love

of my life

Becoming a sport

champion

My first kiss

Extreme experience (e.g.

skydiving, mount climbing)

Parents got

divorced

New school

Encountered aggression

When I was dumped

by my partner

Death of a person

close to me

Was diagnosed

with a serious

illness

When I got in a fight

Discovered I had no

real friends when I

needed them most Moved

Graduated

Got my driving license

Being dumped by my

boy/girl friend

N = 40

N = 13

N = 14

N = 93

N = 30

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.

Happiness N = 156

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①Deliver gratifications, not just pleasures

①Don’t use negative emotions

①Happiness is about connecting youth in a

playful way

Happy

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