How Cool Brands Stay Hot @ Vlerick iGMO Summit

Good Morning

Bergen

Follow me

@joeri

Goeiemiddag

iGMO

Summit’ers

Follow me:

@joeri_insites

Good Morning

Bergen

Follow me

@joeri

Goeiemiddag

iGMO

Summit’ers

Follow me:

@joeri_insites

//Template 1 • Tekst


STEREOTYPE

# 1

“They are spoilt, don’t know the value of

money and don’t want to work hard.”

Opening Forever 21

Antwerp

1000 waiting

23000 visited in one day

2 min on national news



STEREOTYPE

# 1

“They are spoilt, don’t know the value of

money and don’t want to work hard.”

“The Reflexive Generation”

SELF

LIFE WORK

“SCENE (T)AP(P)”

50 Chicago bars

cams recognizing

numbers & gender


free Wifi. 1. People will appreciate you for it. And they might spend some more money.

2. You can welcome your customers. 3. People are encouraged to talk about you

and your offering.




STEREOTYPE

# 2

“They have no respect for authorities and

you simply cannot manage them.”



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.


STEREOTYPE

# 3

“They don’t know company loyalty and

don’t want to pay their dues.”




Logistics Specialist Carrier Account Executive



// 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, …)

R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis



Insert movie Adidas

Real


Real

//Authenticity for

Generation Y

Real

Real


Real



Cases


Cases


Cases

//Human factor of

branding

Real


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

②Warm is the new cool

①Be open and respectful, listen (like friends)

Real


Happy


Happy


Insert movie SAF integrated longer

Happy

//YOUR

Challenge…

Real

Think of your company in 2025… => Gen Y = 30-45 – are you Gen Y Proof? How will you keep your COOL? What are your challenges? Strengths & weaknesses?


① Helping to achieve

②Being authentic

①Keep them interested (stimulation junkies)


How Cool Brands Stay Hot @ Vlerick iGMO Summit

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