how cool brands stay hot at vlerick ondernemersdag
DESCRIPTION
How Cool Brands Stay Hot: Branding to Generation Y, presented by Joeri Van den Bergh at the Vlerick Ondernemersdag on December 2, 2013 in Ghent (BE).TRANSCRIPT
Goeiemiddag
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Opening Forever 21
Antwerp
1000 waiting
23000 visited in one day
2 min on national news
@joeri_insites@joeri_insites
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STEREOTYPE
# 1
stimulation = bredth instead of depth…
“They are spoilt, don’t know
the value of money and
don’t want to work hard.”
“The Reflexive Generation”
SELF
LIFEWORK
1/3 Belgian Gen Y = dissatisfied (less than 6/10)
BYOD
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@joeri_insites@joeri_insites@joeri_insites
@joeri_insites@joeri_insites
Cisco reduces costs and attracts Gen Y employees with new open flex desk
workspaces and work styles● 77 % prefer the new environment, 82 % increase in work satisfaction
● 82 % :the design improves communications
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STEREOTYPE
# 2
“They have no respect for
authorities and you simply
cannot manage them.”
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STEREOTYPE
# 3
“They don’t know company
loyalty and don’t want to
pay their dues.”
//Authenticity for
Generation Y
Real
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Insert movie Adidas
Real
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Real
//Authenticity for
Generation Y
Real
Real
Personal finance management tool “TIM”
Real
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
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Insert movie rorschach U by Kotex
Self
Global online contest to recruit 100 Young amateur soccer players in 55 countries => 16 final best against the best
Over 150,000 young soccer players!
HRM