Masterclass How Cool Brands Stay Hot @ InSites Consulting London
How Cool Brands Stay Hot @ De Marketingdagen
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Goeiemiddag Utrecht (&zo) @joeri_insites
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Transcript of How Cool Brands Stay Hot @ De Marketingdagen
Goeiemiddag
Utrecht (&zo)
@joeri_insites
Cool
#146
Cool
//Template 1 • Tekst
//Template 1 • Tekst
//Template 1 • Tekst
SCENE (T)AP(P)
50 Chicago bars
cams recognizing
numbers & gender
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
//Template 1 • Tekst
Insert movie Adidas
Real
//Template 1 • Tekst
Real
//Authenticity for
Generation Y
Real
Real
//Template 1 • Tekst
Real
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
//Human &
honest factor of
branding &
marketing
Real
//Template 1 • Tekst
①Stay true to your roots, but don’t shout
②Warm is the new cool
①Be open and respectful, listen (like friends)
Real
Happy
//Template 1 • Tekst
Happy
Happy
// 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
Happy
Happy
+ 170K
views
(youtube,
Vimeo)
+ 200
blogs
(mashable
psfk, …)
//The
gamification
of marketing,
business and HR
Happy: challenge people !
//Template 1 • Tekst
Happy
//Template 1 • Tekst
Insert movie SAF integrated longer
Happy
//Template 1 • Tekst
①Deliver gratifications = challenges
①Don’t use negative emotions
①Everyone likes happy endings!
Happy
Joeri Van den Bergh
Follow me on Twitter:
@joeri_insites
Link with me on
http://www.slideshare.net/joerivandenbergh/
