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Rga How Cool Brands Stay Hot
- 1. Good morning R/GA Follow me: @joeri_insites
- 2. Good morning Follow me: @joeri_insites
- 11. 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.
- 13. #146
- 15. R2=.57 R2=.62 R2=.74 InSites Consulting Brand Model tested by path analysis
- 18. //Authenticity for Generation Y Real
- 19. Real
- 21. Real
- 27. //Template 1 • Tekst
- 29. //Template 1 • Tekst
- 30. //Template 1 • Tekst
- 33. //Template 1 • Tekst
- 34. //Template 1 Crowdsourcing emerging designers • Tekst via social media
- 35. Designers get their inspiration from life in the city, the club scene, each other, their expert coaches, the Heineken brand and of course… clubbers!
- 36. The layout takes a cue from the nightlife journey of clubbers
- 39. Real //Template 1 ① Stay true to your roots, but don’t shout • Tekst ② Close & warm is the new cool ③ Be transparent and respectful, listen (like friends)
- 43. //Template 1 • Tekst
- 44. Unique //Template 1 • Tekst
- 46. Unique //Template 1 ① Sustain your unique proposition & style • Tekst ② But adapt to the changing environment ③ Not forgetting about your core audience
- 48. Self
- 50. Self //Template 1 • Tekst Insert movie rorschach U by Kotex
- 51. Self //Template 1 • Tekst
- 52. Self //Template 1 • Tekst
- 53. Self //Template 1 • Tekst
- 54. Self //Template 1 • Tekst
- 55. Self //Template 1 • Tekst
- 56. Self //Template 1 • Tekst
- 57. Page 57
- 60. Self //Template 1 ① Don’t offer products, support lifestyles • Tekst ② Never use tribes on the outskirts ③ Vary & combine different passion points
- 64. // I WILL NEVER FORGET THE DAY… 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 Discovered I had no Sadness 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.
- 71. Happy ① Deliver gratifications, not just pleasures ② Don’t use negative emotions ③ Happiness is about connecting youth in a playful way