how cool brands stay hot at horecava (by joeri van den bergh)
DESCRIPTION
How Cool Brands Stay Hot: Branding to Generation Y presented at the Horecava 2013 in Amsterdam (NL) by Joeri Van den Bergh on January 8, 2013.TRANSCRIPT
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Good Morning
Bergen
Follow me
@joeri
Goeiemiddag
HORECAVA
Follow me:
@joeri_insites
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#146
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//Template 1 • Tekst
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“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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//Template 1 • Tekst
Real
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//Authenticity for
Generation Y
Real
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Real
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//Template 1 • Tekst
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//Template 1 • Tekst
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Real
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//Template 1 • Tekst
①Stay true to your roots, but don’t shout
②Warm & close is the new cool
①Be transparent and respectful, listen (like
friends)
Real
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Happy
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// 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
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①Deliver gratifications, not just pleasures
①Don’t use negative emotions
①Happiness is about connecting youth in a
playful way
Happy
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