How Cool Brands Stay Hot at Apestaartjaren 2012

Presentation by Joeri Van den Bergh at Apestaartjaren 2012.

Tecnología Empresariales

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

1984, Los Angeles, CA
Chang Family
480+ stores

On trend product
Several Lines, shoes accessories
Daily new styles
Wide, not deep
Very (very) affordable

SCENE (T)AP(P)

50 Chicago bars

cams recognizing
numbers & gender

Cool

//Template 1
①Act, don’t tell
• Tekst

①Innovate and surprise

①Friends are the COOL filter

Real

//Template 1
• Tekst

Insert movie Adidas

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

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)

Unique

//Michael stole the moonwalk from David…
//Template 1
• Tekst

// who stole it from Marcel Marceau

//Template 1
• Tekst

Unique

//Does this remind you of something?
//Template 1
• Tekst

Unique

//Dietrich Mateschitz
//Template 1
• Tekst

Unique

//Uniqueness by stealing from other industries
//Template 1
• Tekst

Unique

//Template 1
①Sustain your unique proposition & style
• Tekst

①But adapt to the changing environment

①Not forgetting about your core audience

Self

//Template 1
• Tekst

Insert movie rorschach U by Kotex

Self

//Template 1
①Don’t offer products, support lifestyles
• Tekst

①Never use tribes on the outskirts

②Vary & combine different passion points

// 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.

Happy

//Template 1
• Tekst

Insert movie SAF integrated longer

Happy

//Template 1
①Deliver gratifications, not just pleasures
• Tekst

①Don’t use negative emotions

①Happiness is the new rebellion

How Cool Brands Stay Hot at Apestaartjaren 2012

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