How Cool Brands Stay Hot at YMS 2013
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Transcript of How Cool Brands Stay Hot at YMS 2013
Good Morning
Bergen
Follow me
@joeri
Good afternoon
Follow me:
@joeri_insites
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Cool
11
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Inclusive
Exclusive
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#146
“SCENE (T)AP(P) 50 Chicago bars Cams recognizing numbers & gender
33
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
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Real
//Authenticity for
Generation Y
Real
Real
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On authenticity
Personal finance management tool “TIM”
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
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
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Insert movie rorschach U by Kotex
Self
Global online contest to recruit 100 amateur soccer players in 55 countries => 16 final best against the best Over 150,000 soccer players!
①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is about connecting youth in a
playful way
Happy