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Check out the How Cool Brands Stay Hot presentation of Joeri Van den Bergh at the Nordic Media Festival in Oslo (Norway).
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Good Morning
Bergen
Follow me
@joeri
Good Morning
Bergen
Follow me:
@joeri_insites
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#146
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80% of under 25s: 2nd screen
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Cool
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.
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
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Insert movie Adidas
Real
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Real
Real
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Real
Real
QUESTION: WHAT IS 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
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Real
How social media could be more social
1. Read instead of write
2. Ask for input (rather than wait)
3. People (staff) instead of company
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①Stay true to your roots, but don’t shout
②Warm is the new cool
①Be open and respectful, listen (like friends)
Real
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//Uniqueness by stealing from other industries
Unique
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Unique
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Unique
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Unique
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①Sustain your unique proposition & style
①Collaborating > co-creating creates
uniqueness
①Adapt Unique Proposition to evolutions in
the market environment
Unique
Happy
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Happy
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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
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①Deliver gratifications = challenges
①Don’t use negative emotions
①Engage your audience personally AND
socially: your programming is just a means!
EVERYONE LIKES HAPPY ENDINGS
Happy
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