how cool brands stay hot - branding to gen y (by joeri van den bergh & mattias behrer)
DESCRIPTION
How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on five years of intensive new research, it provides insights into the consumer psychology and behaviour of ‘the Millennials’. It will help you to connect with this new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them.TRANSCRIPT
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Danish brand from the Bestseller group (Vero Moda, Only, etc) : from 4-6 collections a year 20 years ago (when they started) to 20 different collections a year today
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The new coke FREESTYLE fountain: from 6 standard coke brands in a dispenser to over 100 different combinations and variations, all coke branded.
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.
Cool
Cool
//COOL =
0.38*Original
Cool
Cool
//COOL =
0.20*Popular
Cool
Cool
#146
Cool
Gen Y has 146 brand related conversations/week: = 2X amount of adults 43% of Gen Yers actively recommends brands to peers 1/3 try product/brand for first time after a brand related conversation
//Template 1 • Tekst ①Act, don’t tell
①Innovate and surprise
①Friends are the COOL filter
Cool
Real
//Authenticity for
Generation Y
Real
NOT origin, history or heritage (like in adidas commercial) but … staying true to yourself
Real
Real
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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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Unique
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//Evolution of the environment in denim
Unique
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①Sustain your unique proposition & style
①But adapt to the changing environment
①Not forgetting about your core audience
Unique
Self
Self
Self
Self
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Insert movie rorschach U by Kotex
Self
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Self
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①Don’t offer products, support lifestyles
①Never use tribes on the outskirts
②Vary & combine different passion points
Self
Happy
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Happy
St Johns university Queens New York 1 tweet, 1 Facebook status update (now 22.5 million fans) 1 million views within a week Top 1% of best scoring ads ever tested by Coke in the US
Happy
//HAPPINESS =
50% Setpoint
+
10% Conditions
+
40% Voluntary
Csikszentmihalyi (H)
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
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①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is the new rebellion
Happy
NIKE
RUNNINGTAKEST
HLM
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
// RESULTS
- 70% Increase in Sales compared to
season index
- 68% Increase in Sales in ‘Take
Sthlm’store activity compared to
traditional NIKE space
- 8000 NIKE+ apps downloaded
Source: Sara Althini, Brand Manager NIKE Running Sweden Oct 2010
// How Cool Brands Stay Hot
The book is about connecting with a new generation (Generation Y) which will
determine how society and the consumer markets will evolve in the next 3
decades. The book is based on 5 years of intense new market research and
insights and case studies of MTV teams from all over the world, and offers
insights in the psychology and behaviour of “the Millennials” as consumers. The
book describes the five main characteristics of successful youth brands and will
help companies get in touch with this new generation of consumers by
understanding their preferences and dislikes. The book is interspersed with case
studies and interviews with global marketing executives at international brands
such as H&M, Coca-Cola, Levi‟s, Nike, Nokia and Jack & Jones. It presents
creative ideas to its readers about how to position, develop and promote brands
and how to make them relevant for Generation Y. More info and updates on:
http://www.howcoolbrandsstayhot.com
The book has just won the „Marketing Book of The Year 2011‟ award. A
professional and international jury nominated it as one of the 10 best books of
2011. Afterwards 2,153 marketers from 85 countries voted „How Cool Brands
Stay Hot’ as best marketing book of the past year. More info on this award on:
http://www.marketingbookoftheyear.org