how cool brands stay hot @ t-group recruitment event
TRANSCRIPT
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“Gen Y has a short attention span and can’t work hard. All they do is surf on
Facebook and listen to their iPod.”
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+ 35% productivity
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“Millennials have no respect for authorities. You simply cannot manage
them.”
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“Let us take your son or daughter off your payroll and put them on ours”
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“The Reflexive Generation”
SELF
LIFE WORK
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“Millennials have no respect for authorities. You simply cannot manage
them.”
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Cool
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“They don’t know company loyalty and don’t want to pay their dues.”
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‘if you are going to work as hard as we do, at least do something you care about’
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Give them your tasks, they will love it !
Gives you time to work on other to do’s
10 Commandments
Have Faith in yourself
Respect your parents
Be honest
Take responsibility for your own life
Live life to the full and be passionate
Keep your promises
Work hard to succeed but not to detriment others
Be tolerant of other’s differences
Be happy & optimistic, even in adversity
Create, don’t destroy (yourself, others, the earth, values)
Hans (Mozes) uit Zele, Gen Y’er
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
Cool
Cool
//COOL =
0.38*Original
Cool
//COOL =
0.20*Popular
Cool
#146
Cool
Cool
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Cool
Nelson Farris, CST
//iBlog, therefor
I AM
Real
//Template 1 • Tekst ①Act, don’t tell
①Innovate and surprise
①Friends are the COOL filter
Cool
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Insert movie Adidas
Real
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Real
//Authenticity for
Generation Y
Real
Real
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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
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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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//Michael stole the moonwalk from David…
Unique
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// who stole it from Marcel Marceau
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//Uniqueness by stealing from other industries
Unique
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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
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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
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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
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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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Happy
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Happy
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Insert movie SAF integrated longer
Happy
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①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is the new rebellion
Happy
