how cool brands stay hot @ the future summit 2011 (by joeri van den bergh)

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.

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.

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.

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.

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.

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.

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.

//Template 1 • Tekst

//Template 1 • Tekst

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.

#146

Cool

//Template 1 • Tekst

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

//Template 1 • Tekst

Insert movie Adidas

Real

//Template 1 • Tekst

Real

//Authenticity for

Generation Y

Real

Real

//Template 1 • Tekst

Real

Real

QUESTION: What/Who are 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

cucinaeco.

wordpress.com

//Template 1 • Tekst

Real

//Template 1 • Tekst

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

②Warm is the new cool

①Be open and respectful, listen (like friends)

Real

Happy

//Template 1 • Tekst

Happy

//Template 1 • Tekst

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

//Template 1 • Tekst

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

//Template 1 • Tekst

Happy

//Template 1 • Tekst

Happy

//Template 1 • Tekst

Happy

//Template 1 • Tekst

①Deliver gratifications = challenges

①Don’t use negative emotions

①Everyone likes happy endings !

Happy

www.howcoolbrandsstayhot.com/yourbook

Code: TFS11