The best of our work
- How Cool Brands Stay Hot. Branding to Gen Y
(Maak je merk cool)
- De Conversation manager
Why InSites?
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STEREOTYPE
# 1
“They are spoilt, don’t know the value of
money and don’t want to work hard.”
“The Reflexive Generation”
SELF
LIFE WORK
56% has limited internet usage (InSites Consulting).
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STEREOTYPE
# 2
“They have no respect for authorities and
you simply cannot manage them.”
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Cool
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STEREOTYPE
# 3
“They don’t know company loyalty and
don’t want to pay their dues.”
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Install reverse mentorship where the digital natives
& traditional business leaders learn from each other.
10 Commandments
Have Faith in yourself
Respect your parents
Be honest
Take responsibility for your own life
Live life to the full and be passionate
Keep your promises
Work hard to succeed but not to detriment others
Be tolerant of other’s differences
Be happy & optimistic, even in adversity
Create, don’t destroy (yourself, others, the earth, values)
Hans (Mozes) uit Zele, Gen Y’er
R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
Cool
Cool
//COOL =
0.38*Original
Cool
//COOL =
0.20*Popular
Cool
//iBlog, iTweet
therefor
I AM
Real
#146
Cool
Cool
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Cool
//Template 1 • Tekst ①Act, don’t tell
①Innovate and surprise
①Friends are the COOL filter
Cool
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Insert movie Adidas
Real
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Real
//Authenticity for
Generation Y
Real
Real
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Real
Client experiences
Sto
ries
by
you
r te
am.
Blogs are ideal. Give your employees the possibility to show the world that they love your company. And by the way, recent research showed that blogging employees are more loyal and have a higher productivity.
“If you need a social media policy in which you tell employees what they can and cannot do on social media,
your HR strategy has failed.”
Prof. Dr. Rudy Moenaert Marketing expert
Real
//re-Humanizing
marketing
Real
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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
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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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①Sustain your unique proposition & style
①But adapt to the changing environment
①Not forgetting about your core audience
Unique
Self
Self
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①Don’t offer products, support lifestyles
①Never use tribes on the outskirts
②Vary & combine different passion points
Self
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
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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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Happy
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Happy
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Insert movie SAF integrated longer
Happy
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①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is the new rebellion
Happy
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