How Cool Brands Stay Hot: Branding to Generation Y, presented by Joeri Van den Bergh at the ACT event in Brussels (BE) on Monday October 21, 2013.

1. Good afternoon
up-to-date info:
howcoolbrandsstayhot.com
Follow me on Twitter:
@joeri_insites

6. Opening Forever 21
Antwerp
1000 waiting
23000 visited in one day
2 min on national news

7. @joeri_insites
@joeri_insites

8. 1984, Los Angeles, CA
Chang Family
480+ stores

9. //Template 1
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15. STEREOTYPE
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#1
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stimulation = bredth instead of depth…
“They are spoilt, don’t know the value of
money and don’t want to work hard.”

16. “The Reflexive Generation”
SELF
WORK
LIFE

26. BYOD

40. Cisco reduces costs and attracts Gen Y employees
with new workspaces and work styles

43. / Challenge 1 - Create the best original Pinterest board dedicated to the sport of inline speed skating (NOT rollerhockey).
• Challenge 2 - Create and post an original piece of content to Reddit that then receives the most upvotes in a single
week.
• Challenge 3 - Create and upload to SlideShare an original, in-depth competitive analysis of the Ed Hardy social media
ecosystem.
• Challenge 4 - Get the most people to friend your mother or your father (or a parent-like figure in your life) on
Facebook in a single week.
• Challenge 5 - Create an original (new) Twitter account and then use it to get the most followers in a week using any
verbs you like, but only the following nouns: "BLUEFUDGE," "HAMMERPANTS" and "GREEK YOGURT."
• Challenge 6 - Create an original YouTube video that then receives the most plays in a single week using this script
verbatim:
#1: "Wait. What are you doing?"
#2: "Trust me. This will be fine."
#1: "Ok. Go ahead."
• Challenge 7 - Get recommendations on LinkedIn from at least three other people trying to get this job.
• Challenge 8 - Create the most reviewed recipe on allrecipes.com in a single week using cottage cheese as an
ingredient. The reviews don't have to be good.
• Challenge 9 - Upload the most pictures of your armpit(s) to Instagram during the course of this challenge. The
pictures must have your face in them to verify your identity and include the hashtag #mypits.
• Challenge 10 - Using Quora, give thought-out, meaningful answers to as many dream catcher-related questions as
possible in a single week.

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50. //Template 1
STEREOTYPE
#2
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“They have no respect for authorities and
you simply cannot manage them.”

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STEREOTYPE
#3
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“They don’t know company loyalty and
don’t want to pay their dues.”

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65. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

69. //Authenticity for
Generation Y
Real

70. Real
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Insert movie Adidas

71. Real
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72. //Authenticity for
Generation Y
Real

73. Real

76. Personal finance management tool “TIM”

78. Real

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86. Real
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①Stay true to your roots, but don’t shout
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②Warm & close is the new cool
①Be transparent and respectful, listen (like
friends)

99. // I WILL NEVER FORGET THE DAY…
Extreme experience (e.g.
skydiving, mount climbing)
Graduated
Happy
When I was dumped
by my partner
Meeting the love
of my life
Surprise
Becoming a sport
champion
My first kiss
Death of a person
close to me
N = 40
Happiness
Anger
N = 156
N = 13
Got my driving license
When I got in a fight
Fear
Disgust
N = 30
N = 14
New school
Sadnes
s
N = 93
Encountered aggression
Parents got
divorced
Moved
Discovered I had no
real friends when I
needed them most
Was diagnosed Being dumped by my
with a serious
boy/girl friend
illness
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.

100. Happy

101. Self
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Insert movie rorschach U by Kotex

102. Global online contest to recruit 100
Young amateur soccer players in 55
countries => 16 final best against the
best
Over 150,000 young soccer players!

109. HRM

111. Happy
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112. Happy
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Insert movie SAF integrated longer

114. GENERATION X
GENERATION Y