how cool brands stay hot at best of esomar madrid

Follow me on Twitter: @joeri_insites

Buenas tardes

Madrid

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//MR competes

with

really interesting

entertainment…

Real

Cool

#146

Cool

SCENE (T)AP(P)

50 Chicago bars

cams recognizing

numbers & gender

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R2=.57

R2=.74

R2=.62

InSites Consulting Brand Model tested by path analysis

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Insert movie Adidas

Real

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Real

//Authenticity for

Generation Y

Real

Real

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Sailor Jerry

The tattood rum sailor

//Open & honest

factor of

research too…

Real

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①Stay true to your roots, but don’t shout

②Warm is the new cool

①Be open and respectful, listen (like friends)

Real

Happy

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Happy

Happy

// I WILL NEVER FORGET THE DAY…

Surprise

Fear

Anger

Sadness

Disgust

Meeting the love

of my life

Becoming a sport

champion

My first kiss

Extreme experience (e.g.

skydiving, mount climbing)

Parents got

divorced

New school

Encountered aggression

When I was dumped

by my partner

Death of a person

close to me

Was diagnosed

with a serious

illness

When I got in a fight

Discovered I had no

real friends when I

needed them most Moved

Graduated

Got my driving license

Being dumped by my

boy/girl friend

N = 40

N = 13

N = 14

N = 93

N = 30

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.

Happiness N = 156

Happy

Happy

Over 10,000 teams are participating And over 20,000 young soccer players! (1 month after launch…)

+ 170K

views

(youtube,

Vimeo)

+ 200

blogs

(mashable

psfk, …)

//The

gamification

of marketing,

and research

Happy: challenge people !

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①Deliver gratifications = challenges

①Don’t use negative emotions

①Everyone likes happy endings!

Happy

Joeri Van den Bergh

Follow me on Twitter:

@joeri_insites

Link with me on

LinkedIn

http://www.slideshare.net/joerivandenbergh/