Speakerfile Joeri Van den Bergh & Mattias Behrer - How Cool Brands Stay Hot

Generation Y will
dominate society
and business in the
next 3 decades

Is your audience ready
for the new consumer?

03
introduction
04
the book
05
the authors/speakers
06
the model behind the book
07
diFFerent stories aVailable For Your eVent
15
praise about the book & the speeches

check out
the book’s
trailer movie

Joeri Van den bergh, co-founder and Gen Y expert of insites consulting and
Visit the
companion mattias behrer, General manager of mtV north europe & mtV international
website Property Marketing (& former global marketing H&M), have teamed up to bundle all
their insights and knowledge on producing, marketing, branding and connecting
with the new consumer generation.

Their book, ‘how cool brands stay hot. branding to Generation Y’ was pub-
lished worldwide by Kogan Page in Spring 2011. It immediately featured as the num-
ber 1 hot future release in branding, research and advertising on Amazon and made
it to the bestselling marketing books. After 1 month of release, the book was already
translated into four other languages.

anke Joeri & Mattias are now available to share their stories and insights with audi-
Moerdyck ences ranging from small and medium sized (for seminars, kick offs and interac-
Booking Agent tive workshops) until big sized for keynote speeches and conference presentations
Anke.Moerdyck@insites.eu around the world.
T +32 9 269 15 16
M +32 498 624 688
Evergemsesteenweg 195 relevant audiences include:
B-9032 Gent
• CEO, general management, CMO, marketing management, brand management,
communication management, sales management, product management,
media management, communication and brand agencies, human resources
management, communication and brand agencies.
• In all consumer (related) industries

www.howcoolbrandsstayhot.com @Joeri_insites i #coolbrands

the book

Generation Y (now aged 15-30) are the most marketing savvy and advertising criti-
cal generation ever. Much larger than the previous Generation X, they have a much
bigger impact on society and business. But what drives them and how do you
develop the right brand strategies to reach this critical generation?

anke How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach
Moerdyck them. Based on five years of intensive new research, it provides insights into the
Booking Agent
consumer psychology and behaviour of ‘the Millennials’. It will help you to connect
Anke.Moerdyck@insites.eu
with this new generation of consumers by understanding their likes and dislikes, and
T +32 9 269 15 16
M +32 498 624 688 how you can make your advertising, marketing and branding relevant to them.
Evergemsesteenweg 195
B-9032 Gent
Full of case studies and interviews with global marketing executives of successful
brands such as Jack & Jones, Nokia, H&M, Nike, Levis and Coca-Cola, How Cool
Brands Stay Hot provides readers with creative ideas on how to position, develop
and promote brands to the new consumer generation.


the authors/speakers

Joeri Van den bergh
Co-founder and Gen Y Expert at InSites Consulting

Joeri Van den Bergh is the co-founder of InSites
Consulting, a global ‘new generation’ research
agency with offices in Belgium, the United King-
dom, France, Switzerland and the Netherlands. He
has extensive experience of all aspects of brand-
ing, marketing and advertising to kids, teens and
young adults. His clients include global custom-
ers such as Lego, Nokia, Sony, MTV Networks,
Danone, Unilever and Coca-Cola, for whom he
has provided research and advice on how to tar-
get the youth market. As author and contributor
to numerous journals, he also lectures throughout
the world on marketing topics. And has received
multiple awards for his papers as well as his best
evaluated conference speeches.

mattias behrer
Senior Vice President, General Manager of MTV North
Europe & MTV International Property Marketing

Mattias Behrer is the Senior Vice President, Gen-
anke eral Manager of MTV North Europe & MTV Inter-
national Property Marketing. Mattias joined MTV
Moerdyck Networks in 2005 and prior to this he spent seven
Booking Agent years with retail giant H&M, where he had vari-
ous leading roles in global marketing and brand
T +32 9 269 15 16 management. Mattias has also worked as Global
M +32 498 624 688 Brand Manager for Delaval (TetraLaval Group)
Evergemsesteenweg 195 and is the co-author of a Swedish book about
B-9032 Gent
event marketing and the experience economy.


the model behind the book
Based on years of research and practice with Generation Y the authors were able
to define the 5 success factors of a brand to connect with the new consumer. Our
CRUSH model is the basis of the How Cool Brands Stay Hot book and of the presen-
tations available for your event.

coolness: What does it mean to be a cool brand for this generation? How do you
achieve a cool status and why should you bother?

realness: Brand authenticity is a key aspect that discerns long-term wining brands
anke from fads. With Generation Y, authenticity is attained in another way than the tradi-
Moerdyck tional approach of claiming origin, heritage or history.

Booking Agent uniqueness: A clear positioning based on a sustainable brand DNA will increase
Anke.Moerdyck@insites.eu impact among youngsters. This generation is craving for anchor brands in a frag-
T +32 9 269 15 16 mented world. But how do you assert uniqueness when most innovations are copied
M +32 498 624 688
Evergemsesteenweg 195 within a couple of months’ time?
B-9032 Gent
Self-identification with the brand: Gen Y’ers will only feel emotionally connected
with your brand when it feels like a friend to them. This implies that your brand should
reflect their diverse lifestyles. A better understanding of their identity construction will
make your brand fit in with youths’ lives while embracing diversity.

happiness: Popular youth brands know how to leverage from positive emotions and
avoid arousing negative ones.


diFFerent stories aVailable
For Your eVent

The book is a rich source of compelling stories that can be customized to your event
and target groups. Different formats in terms of length (varying from 20 to 90 minutes)
and content are possible. We can deliver tailor-made stories for every target group and
industry.

Attendees will relate to the everyday stories and understand how the five CRUSH
dimensions give a good anchor to connect with the most influential generation of
consumers ever. The lively presentation ends with an interactive “The best GenYus
of the World”-quiz in which the audience is challenged.

To give you some ideas, here are a few possible formats:

‘how cool brands staY hot’. branding to Generation Y.

Check out some video
impressions of Joeri
& mattias on stage.

check out the events
calendar or send us
an e-mail

anke
Moerdyck
Booking Agent A catchy introduction of why and how this new generation of consumers is so
different and what the audience should take into account when targeting them
T +32 9 269 15 16 as a client for their products and services or as a potential employee for their
M +32 498 624 688 company. Attendees will relate to the everyday stories and understand how
B-9032 Gent the five CRUSH dimensions give a good anchors to connect with the most
influential generation of consumers ever. The lively presentation ends with an
interactive “The best GenYus of the World” quiz in which they are challenged
in a voting game (using a blue and red glow-in the-dark stick) to see how they
have digested Joeri’s and Mattias’s story and earn a cool/hot prize.

take a look at the slides


‘cool todaY, Gone tomorrow?’

& mattias on stage.

calendar or send us
an e-mail
The minute you tell this critical generation you are cool, you are sure, well, that
you’re NOT! The authors of How Cool Brands Stay Hot take you on a heart-
warming trip from the history of cool to what cool means today for Gen Y. And
how it affects your sales. Brands that are perceived as cool will not only enjoy a
substantial uplift in sales today, but they are also protecting their loyalty tomor-
row. But, how do you keep your brand cool for this fickle generation? In this
presentation Joeri & Mattias are explaining the audience what makes people,
brands, advertising and events cool and how coolness is helpful to drive brand

anke conversations and business.

Moerdyck take a look at the slides
Booking Agent

T +32 9 269 15 16
M +32 498 624 688
B-9032 Gent


‘eVen better than the real thinG’. Gen Y’s definition of authenticity.

& mattias on stage.

calendar or send us
an e-mail
Based on research in collaboration with Levi’s Europe and MTV Networks, Jo-
eri Van den Bergh, talks about what authenticity means today for youngsters
(15-30 year olds). Being original and real is defined by a set of values that dif-
ferentiates meaningful brands from commercial brands. Which brands are truly
authentic and how important is authenticity today for the generation Y? Joeri
interacts with the audience by presenting them 3 case studies asking for their
votes: true or false? (using a green & red glow-in-the-dark stick) He ends his
presentation with the illustration of how Levi’s is staying true to society as well
as its brand values today.
anke
Moerdyck Nominated for the Excellence Award ESOMAR 2010

Booking Agent Best presentation ESOMAR Global Qualitative Conference Marrakech 2009
Best presentation Best of ESOMAR Leiden 2010
T +32 9 269 15 16 Best presentation International Marketing Conference of Marketing Foundation Brussels 2008
M +32 498 624 688 Best presentation MRS Children seen & heard conference London 2010
B-9032 Gent
take a look at the slides


‘Good artists copY, Great artists steal’.

& mattias on stage.

calendar or send us
an e-mail

Since the 1960s marketers have been aspiring to differentiate their brands from
competitors. But as a perverse effect they’ve turned out to be just like everyone
else. Consumers today are more sceptical of new products than ever. More
than 6 out of 10 think they are not really different. How can brands stay mean-
ingful for their not so easily wowed target groups? In this presentation Joeri re-
defines the core concept of marketing: the Unique Selling Proposition.

Best presentation The Naked Brand Rotterdam 2011

anke
Moerdyck take a look at the slides

Booking Agent

T +32 9 269 15 16
M +32 498 624 688
B-9032 Gent


‘me, mYselF and i’.

& mattias on stage.

calendar or send us
an e-mail

Insights from a unique (n)ethnographic study among 40 teens and a quantita-
tive lifestyle studie among 250 youngsters” What does the live of teenagers
look like nowadays and how is the development of their own identity influenced
by the 2.0 and 0.0 media and brands. By using a brand new (n)ethnographic
research technique, Joeri plunged for six weeks into the on- and offline life of 13
to 17 year olds. Want to know what PK Movies are, which 3 dimensions explain
youth’s affiliation with certain lifestyles or what brands can learn from tribes like
the fashionistas, easychicks and gothics? Self-identification with a brand is the
anke main success factor of branding. In this presentation Joeri highlights how brand

Moerdyck can mirror the passion points and values of the new consumer.

Booking Agent
Best presentation ICU kids & youth marketing event Brussels
Anke.Moerdyck@insites.eu Best presentation ESOMAR Global Qualitative Conference Istanbul 2008
T +32 9 269 15 16
Best presentation BAQMAR conference Ghent 2008
M +32 498 624 688
B-9032 Gent
read the full paper


‘don’t worrY, be happY’. how positive emotions endorse successful brands.

& mattias on stage.

calendar or send us
an e-mail

When Gen Y’ers talk about their most favorite brands, 8 out of 10 mention at
least 1 positive emotion and only 29% describes an actual product character-
istic. The new consumer is more emotional than ever, and arousing positive
emotions is the fast road to success. Illustrated with many new case studies,
Joeri explains the difference between pleasures and gratifications and ends up
with defining how magic moments and stores create a powerful connection with
the next consumer generation.

anke
Moerdyck
Booking Agent

T +32 9 269 15 16
M +32 498 624 688
B-9032 Gent


Global brand case

Joeri and Mattias can also be booked together with their foreword writer Gert
kerkstoel , former global business director of Nike SB. Gert is a well-applauded
speaker who adds a sense of reality by sharing his lifetime experience in marketing,
advertising and branding the number 1 global youth brand Nike. Gert illustrates
the brandCRUSH model with real life examples from his 20 years of experience as
an expat marketing executive in multinational companies such as Unilever and
Nike, Inc.

& mattias on stage.

calendar or send us
an e-mail

anke
Moerdyck
Booking Agent

T +32 9 269 15 16
M +32 498 624 688
B-9032 Gent


praise about the book
& the speeches

the book

This book explains brilliantly how you can gain the love of the Generation Y. A must
read for all generation Y marketers and for all brand marketers together, since Gen-
eration Y leads to all the other target groups as well.

Kevin Roberts, CEO Saatchi & Saatchi Worldwide

Nobody draws a sharper, more incisive and still warm, caring picture of how to reach
Gen Y consumers.

Dan Hill, President of Sensory Logic Inc & author of Emotionomics & About Face

A cool book on youth and brands and very relevant for my international marketing
and branding practice.

Peter Van Overstraeten, Global Marketing Manager Beck’s & Hoegaarden at AB Inbev

A brand today needs a strong DNA that is capable of constantly surprising youth with
novelties to keep them interested while staying true to its legacy… How Cool Brands
Stay Hot taps into these areas of tension that hold the key to success in youth markets.

Joris Aperghis, CMO G-Star International

Brand building anno NOW is totally under construction. This book combines funda-
mental research and serious gut to offer you as marketer a new foundation for future
marketing. A must read which will help you to evaporate your old stinking marketing
habits.

Joris van Heukelom, Director Digital Sanoma Media

I am generally not a big fan of marketing books and particularly not when they touch
anke so-called youth marketing. But this one was refreshing and informative, more ob-

Moerdyck serving and sharing a frame of thinking on the evolution of generations instead of an
absolute theory on ‘how to get after those young consumers’.
Booking Agent
Gert Kerkstoel, Investor and former Global Business Director Nike SB
T +32 9 269 15 16
M +32 498 624 688 Joeri and Mattias are about the only over-40s who manage to present us with a
B-9032 Gent proper & credible translation, or rather narrative account from the inside out, of the
living / experience world of millennium youngsters. They are epigones of the New
Storytelling. ‘How Cool Brands Stay Hot’ collects fascinating stories and cases, but
at the same time manages to keep an undisturbed sense of scientific nuance. The
book is a masterpiece: exceptionally well-documented and extremely comfortable to
read. In other words: GenYous.

Herman Konings, Consumer psychologist and Trendwatcher


Generation Y examined by two experts. A must for every conscious marketer who
has to engage in a strong relationship with brands these days.

Ronny Hoekman, Marketing Director Sony C.E. (Playstation) Benelux

An incredible source of inspiration for all Generation Y marketers who also wish to be
successful amongst the millennial Generation Y... myself included.

Kenneth Bornauw, Brand Development Director Unilever

Those who love good storytelling based on new insights and traditional common
sense, will find Joeri’s presentation to be right up their street.

Vincent Fierens, Country Marketing Manager Nike

This book is an absolute must for every marketer who does youth marketing and who
really wishes to understand Generation Y.

Ann Van Dessel, Head of Marketing Nokia Benelux

read more quotes online

the speeches

Those who love good storytelling based on new insights and traditional common
sense, will find Joeri’s presentations to be right up their street.

Vincent Fierens, Country Marketing Manager Nike

I personally loved your presentation. I was vibrant, funny and educational.

Helen Parker, representatives executive ESOMAR

anke It was a very interesting presentation in Billund. Our marketing managers for Finland,

Moerdyck Norway, Belgium and the Netherlands would like to spar with you on some of the new
stuff we’re about to launch.
Booking Agent
Ylva Nordström, interim marketing manager LEGO Benelux
T +32 9 269 15 16
M +32 498 624 688 I have heard of all the participants that they loved your presentation at our global
B-9032 Gent headquarter. It’s a pity I had to miss it. We’ll keep in touch

Sanne Krom, Marketing Director Europe, Tommy Hilfiger

I found the presentation last week very interesting and entertaining. Particularly I was
very impressed by the way in which you were able to effectively cover the many dif-
ferent cultural subsets in a clear and intuitive general segmentation matrix.
Thomas Luberti, media & integration manager Procter & Gamble Netherlands


You were fabulous yesterday! You were the only one that really moved the audience.
And the format was NOT overshadowing the content – one of the best presentations
that I have seen in a long long tome. And I’m a critical guy. Congratulations. Looking
forward to your next speech.

Tom Van Dyck, Head of Market Research / Exploration & Innovation, Belgacom

One of the highlights of the conference day was your presentation on youth tribes. I
think it was really interesting and helpful in the different challenges I am facing in my
job as a product manager for Kit Kat and Smarties.
Erik Rikken, product manager Nestlé Netherlands

Thanks for your good presentation last week. My marketing colleagues and me were re-
ally impressed. You brought it in a very beautiful way and we have really learned a lot.

Sabine Van den Bergh, research manager Benelux Kellogg’s

Thanks for your interesting presentation on Nickelodeon’s client day. When will
you do some research like this in other countries too? I’m working for Moviepark
Germany.

Cees Kikstra, executive vice president marketing & strategy StarParks Europe

I recently attended the ICU conference in Brussels and heard your presentation Me,
Myself and I. I wanted to know if you have any interest in helping our strategy for
some new product lines.

Ben McCosh, Global Product Manager Samsonite

Great presentation and book launch – congratulations. I am heading to the United
States for an internal Youth Summit in Manhattan and I wanted to explore with you
the possibility of you speaking at this event.
anke Anna Zanghi, Global Product Development Mastercard Worldwide
Moerdyck
Booking Agent It was interesting, funny and a successful event.
Danny Evens, Sr Manager, Commercial Project Management Europe Pfizer WBB
T +32 9 269 15 16
M +32 498 624 688
Evergemsesteenweg 195 I wanted to reach out for this occasion to congratulate you with the book publication
B-9032 Gent
and the fabulous launch. You presentation was top (again)!

Gerd De Kee, marketing manager A-labels, Inza

I wanted to thank you for the time you dedicated to us today and for the very informa-
tive session we’ve had thanks to Joeri’s valuable consumers’ expertise.

Catherine Hauet, brand manager Yamaha Motor Europe


It was a very inspiring book launch. Lots of useful insights, for KPN too.

Lilian Alibux, senior marketing manager KPN Mobile.

anke
Moerdyck
Booking Agent

T +32 9 269 15 16
M +32 498 624 688
B-9032 Gent


Speakerfile Joeri Van den Bergh & Mattias Behrer - How Cool Brands Stay Hot

Speakerfile Joeri Van den Bergh & Mattias Behrer - How Cool Brands Stay Hot

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