how cool brands stay hot @ the nordic media festival

Good Morning

Bergen

Follow me

@joeri

Good Morning

Bergen

Follow me:

@joeri_insites

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#146

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80% of under 25s: 2nd screen

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Cool

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.

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

Real

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Real

Real

QUESTION: WHAT IS the most credible information sources to decide whether a jeans brand is appropriate for you?

Source: InSites Consulting BENELUX study for LEVI’s Europe 2008

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Real

How social media could be more social

1. Read instead of write

2. Ask for input (rather than wait)

3. People (staff) instead of company

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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

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//Uniqueness by stealing from other industries

Unique

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Unique

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Unique

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Unique

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①Sustain your unique proposition & style

①Collaborating > co-creating creates

uniqueness

①Adapt Unique Proposition to evolutions in

the market environment

Unique

Happy

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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

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①Deliver gratifications = challenges

①Don’t use negative emotions

①Engage your audience personally AND

socially: your programming is just a means!

EVERYONE LIKES HAPPY ENDINGS

Happy

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