even better than the real thing - gen y's need for brand authenticity
TRANSCRIPT
KOGAN PAGE marketing book published Feb 2011
Joeri_InSites (Twitter) To tease me Squeeze me And Please me// UPDATES& BLOG:www.howcoolbrandsstayhot.com [email protected] www.insites.eu (voor zij die nog mailen)
Some myths about Gen Y
They only trust their friends
3/4 but…
<-
<- Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
Irony today… We know that you know
You know that we know
We know that you know that we know
And so on…
CASE “ADI DASSLER”
True? False? or
Authentic apparel brands
Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
The knowledge of H20 = nihil
Origin: 26%
History: 23%
Heritage: 17%
Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
Authenticity?
real
original
> 15%
without imitation
unique
10-15%
quality
5-10%
own style
honest
values
years of presence
like in the past
genuine
< 2%
Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
The concept of „perceived authenticity‟
Authentic = cool ?
Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
CASE “APPLE iPOD”
° November 1954 Regency TR-1 I.D.E.A., Indianapolis Dr. Heinz De Koster Ph.D. of Physics
True? False? or
CASE “APPLE iPOD”
QUALITATIVE 2009 Marrakech – The Evolving Human
Try to remember this… 1/ H20 = not so relevant to youngsters
2/ Perception (and consistency) is reality
3/ Don‟t stress old authenticity
4/ Warm is the new cool, if it‟s TRUE
5/ It‟s good to be a HUMAN even if you are a Prince
15 EURO (ipv 24,99 in de échte winkel)
NU TIJDELIJK Hand-gesigneerd in blauwe inkt Met de authentieke handtekening van de auteur ! (of ook: “Prince of Wales” if you prefer that one!)
DEES IS ECHT (COMMERCIEEL)
The book’s BRAND CRUSH model:
how to sustain a brand for Generation Y
R²= .74
R²= .57
R²= .62
THANXX FOR YOUR ATTENTION
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