How Cool Brands Stay Hot @ Jobpunt Vlaanderen by Joeri Van den Bergh
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The document discusses strategies for marketing to Generation Y. It addresses common stereotypes about Gen Y, such as that they are spoiled or disloyal. It promotes adopting a "cool" brand that is authentic and respects individuality. Charts show research on what makes Gen Y feel different emotions. The document advocates using social media to showcase employee stories and promote happiness over negative emotions.
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How Cool Brands Stay Hot @ Jobpunt Vlaanderen by Joeri Van den Bergh
- 3. The best of our work - How Cool Brands Stay Hot. Branding to Gen Y (Maak je merk cool) - De Conversation manager Why InSites?
- 7. STEREOTYPE //Template 1 #1 • Tekst “They are spoilt, don’t know the value of money and don’t want to work hard.”
- 10. “The Reflexive Generation” SELF WORK LIFE
- 18. 56% has limited internet usage (InSites Consulting).
- 19. STEREOTYPE //Template 1 #2 • Tekst “They have no respect for authorities and you simply cannot manage them.”
- 24. STEREOTYPE //Template 1 #3 • Tekst “They don’t know company loyalty and don’t want to pay their dues.”
- 27. Install reverse mentorship where the digital natives & traditional business leaders learn from each other.
- 29. 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
- 31. R2=.57 R2=.62 R2=.74 InSites Consulting Brand Model tested by path analysis
- 33. Cool
- 34. Cool
- 35. //COOL = 0.38*Original Cool
- 37. //COOL = 0.20*Popular Cool
- 43. //iBlog, iTweet therefor I AM Real
- 45. #146 Cool
- 46. Cool
- 51. Cool //Template 1 ①Act, don’t tell • Tekst ①Innovate and surprise ①Friends are the COOL filter
- 53. Real //Template 1 • Tekst Insert movie Adidas
- 55. //Authenticity for Generation Y Real
- 56. Real
- 69. Stories by your team.
- 75. Blogs are ideal. Give your employees the possibility to show the world that they love your company. And by the way, recent research showed that blogging employees are more loyal and have a higher productivity.
- 77. “If you need a social media policy in which you tell employees what they can and cannot do on social media, your HR strategy has failed.” Prof. Dr. Rudy Moenaert Marketing expert
- 80. Real
- 82. //re-Humanizing marketing Real
- 84. How social media could be more social 1. Read instead of write 2. Ask for feedback (rather than wait) 3. People (staff) instead of company
- 86. Real ①Stay true to your roots, but don’t shout //Template 1 • Tekst ②Warm is the new cool ①Be open and respectful, listen (like friends)
- 89. Unique //Uniqueness by stealing from other industries //Template 1 • Tekst
- 95. Unique //Template 1 ①Sustain your unique proposition & style • Tekst ①But adapt to the changing environment ①Not forgetting about your core audience
- 97. Self
- 98. Self
- 104. Self //Template 1 ①Don’t offer products, support lifestyles • Tekst ①Never use tribes on the outskirts ②Vary & combine different passion points
- 107. Happy
- 108. // I WILL NEVER FORGET THE DAY… Happy Extreme experience (e.g. skydiving, mount climbing) When I was dumped by my partner Graduated Meeting the love of my life Becoming a sport Surprise Death of a person champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes Discovered I had no s real friends when I N = 93 Moved needed them most Encountered aggression Was diagnosed Being dumped by my with a serious boy/girl friend Parents got illness divorced 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.
- 110. // I WILL NEVER FORGET THE DAY… Happy Extreme experience (e.g. skydiving, mount climbing) When I was dumped by my partner Graduated Meeting the love of my life Becoming a sport Surprise Death of a person champion N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Sadnes Discovered I had no s real friends when I N = 93 Moved needed them most Encountered aggression Was diagnosed Being dumped by my with a serious boy/girl friend Parents got illness divorced 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.
- 111. Happy
- 119. Happy //Template 1 • Tekst Insert movie SAF integrated longer
- 121. Happy //Template 1 ①Deliver gratifications, not just pleasures • Tekst ①Don’t use negative emotions ①Happiness is the new rebellion
- 122. //Template 1 • Tekst