The link between cool brands and brand loyalty of Generation Y (Millennials). What is driving their loyalty and how can coolness play a role in making this fickle generation more loyal to your brands.
4. COOL BRAND AWARDS STUDY
n = 1.529 13-29 Belgian youngsters
540 brands in 30 product categories
metrics on:
• coolness DNA scores for KNOWN brands
x.appeal + y.popularity+z.originality
• importance of coolness per category
NEW this year:
• purchase behavior
• loyalty in categories & for PURCHASED brands
8. Always the same brand = loyalty?
Q : For which product or service would you always choose one & the same brand? (open question)
TOP 3 SECTORS TOP 3 BRANDS
Telecom 17% Coca Cola 9%
Drinks 16% Nokia 5%
Personal Care 13% Apple 3%
Fashion 12% Samsung 3%
Computer materials 8% Proximus 3%
“Retention is for wimps. We
Food items 4% Mobistar the2%
measure percent of
customers who have our name
Gilette
Candy 4% 2%
tattoed on one of their body
Car 3% parts.” (Harley Davidson Annual report)
Spa 2%
Sport Material 2% Nike 2%
Bank 2% Sony 2%
10. Loyal to a happy few…
Q : When making a choice in each of the categories, do you always take only one brand into consideration or a range of
different brands?
(% „I always choose for the same brand‟ – „I only consider a few brands‟)
Mobile phone operators 90% Soft Drinks 50%
Banks 83% Personal Care 47%
Razors/razorblades 76% Spirits 47%
Mobile/Smartphones 72% Sports shops 44%
Game consoles 71% Electronics shops 44%
Energy drinks 70% Salty snacks 43%
Coffee/Tea 65% Make-up 40%
Beer 58% Sports brands 39%
Hair gels 58% Jeans 36%
PCs 56% Ready-made meals 33%
Water 53% TV brands 32%
Mints 52% Shoes 31%
Touroperators 51% Fashion shops 30%
Chewing gum 51% Chocolate snacks 29%
Cars 50% Fashion 22%
badge items
12. Categories where coolness is the most important…
Q : How important is it to choose a cool brand in these categories?
(% Top 3)
Fashion 79% Personal Care 56%
Fashion shops 78% Sports shops 55%
Shoes 76% Electronics shops 54%
PCs 75% Spirits 53%
Mobile/Smartphones 74% Touroperators 52%
Jeans 71% Razors/razorblades 51%
Cars 70% Chewing gum 50%
Mobile phone operators 67% Chocolate snacks 50%
Game consoles 67% Energy drinks 47%
Soft Drinks 64% Hair gels 46%
Sports brands 64% Coffee/Tea 45%
TV brands 63% Ready-made meals 43%
Banks 61% Water 43%
Make-up 58% Salty snacks 42%
Beer 58% Mints 35%
6/10 & 14/20 overall coolest brands are badge items!
13. Relation Coolness & Brand Choice
R² = 73% - 540 brands in 30 categories
High
Very strong correlation between being cool &
getting attitudinal loyalty from youngsters !
Coolness
Low
Brand is not my Brand is my first
first choice Loyalty choice
14. Coolness X Loyalty: 4 situations
Fashion
Very Fashion Shops
Shoes
important PC
Mobile/Smartphones
Jeans
Importance of COOL
Cars
Game consoles
Mobile phone
Sports brands Soft Drinks operators
TV brands
Banks
Make-up Beer
Personal Care
Sports shops
Electronics shops Spirits
Touroperators
Razors/razorblades
Chocolate Snacks
Chewing gum
Energy drinks
Hair gels
Coffee/Tea
Water
Ready-made
meals Salty
snacks
Mints
Less
important
Consider many Consider only
different brands Loyalty one or few brands
15. Fashion
Fashion Shops
Very
Shoes PC Survival of the Coolest
important
Jeans
Fierce competition: large set
Importance of COOL
Cars
of acceptable brands
TV brands
Sports brands Soft Drinks Choice = based on price,
availability & campaigns
Make-up Beer
that appeal
Personal Care
Sports shops
Spirits
Electronics shops
Remaining your cool
is a must to survive &
convert less loyal to loyal
brand users
Less
important
Consider many Consider only
different brands Loyalty one or few brands
16.
17.
18. Very
important Cool dominates Mobile/Smartphones
Importance of COOL
Loyalty is strong &
coolness is important Game consoles
Mobile phone
But be cool at the right time! operators
Banks
- Understand points of entry
- If you’re late... then you have
to change (the rules of) the
category.
Less
important
Consider many Consider only
different brands Loyalty one or few brands
19.
20.
21. Cool differentiates
Very
important
Low ticket items: less risky
to experiment
Importance of COOL
But there are favorite
brands !
Important to create cool
unordinary flavors or
varieties, new impulses, be
Chocolate Snacks
Chewing gum fun, not boring...
Hair gels
Water
Ready-made
Salty
Or push your brand UP
meals
snacks
Mints
Less
important
Consider many Consider only
different brands Loyalty one or few brands
22.
23.
24.
25. Very
important Cool drives pester
power
Importance of COOL
Loyalty is strong, but
coolness is relatively less
important, …
Lower youth involvement...
(family purchases)
Razors/razorblades
Coolness can induce
pester power or push Coffee/Tea
your brand up changing
products or using
campaigns to increase
Less appeal
important
Consider many Consider only
different brands Loyalty one or few brands
26.
27.
28. They don‟t leave because
there‟s a compelling reason to leave.
They leave because there‟s no
compelling reason to stay
32. Youth Mapping InSites & MTV Networks
Social explorer
CHANGE 25%
Show-off’s
13%
DRINK
THINK
Model Mainstream
32%
Idealists
23%
:
CONSERVATISM
Homebodies
8%
WE ME
(I’m better)
33. Youth Mapping InSites & MTV Networks
EXTRA
VERT
Social explorer
drum’n bass – 25% breezersletjes
elektro & players
rappers
& R&Bers Show-off‟s
new rave – 80s skaters 13%
tektonic
rockers
show grieten &
fashion boys
Model Mainstream
32%
punk
Idealists
23% jumpers
hippies
emo seutjes
: nerds
gothic
gabbers
Homebodies
INTRO 8%
VERT WE ME
(I’m better)
kids, youth & trend insights
42. Maintaining your relationship...
Q : Please indicate which brand you chose when you most recently bought / chose a …
Q: Imagine you would make a choice in this category within 3, 5 or 10 years, would you choose the same brand? (% „yes‟)
Uncool Brands (max. 6,5/10) Cool brands are not only purchased 2X as frequently
today, after ten years they are purchased 3X compared
Cool Brands (min. 7,5/10) to uncool brands !
Uncool Brands (max. 6,5/10)
92% 81%
Cool Brands (min. 7,5/10) 76%
21%
19%
18%
23%
21%
19%
18%
8%
7% 83% 6%
10%
71% 66%
8%
Purchase in 3 years Purchase in 5 years Purchase in 10 years 7% 6%
Present Purchase Purchase in 3 years Purchase in 5 years Purchase in 10 years
46. Allelujah
1. Fickle youngsters can be sequentially
monogamous if you touch their heart
2. To do so coolness helps in 4 different
situations & categories
3. Being cool not only sells in short term but
also protects in long term
4. The 4 steps to earn their love are actually
easy: just think of how you seduce men or
women...