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Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. But what drives this generation and how do you develop the right brand strategies to reach this critical generation.How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on five years of intensive new youth research by InSites Consulting, it provides insights into the consumer psychology and behaviour of ‘the Millennials’. It will help you to connect with this new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them.Full of case studies and interviews with global marketing executives of successful brands such as Jack & Jones, Nokia, H&M, Nike, Levis and Coca-Cola.
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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
Cool
Cool
//COOL =
0.38*Original
Cool
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Innovation, novelty and scarcity
Cool
Cool
//COOL =
0.20*Popular
Cool
#146 Cool
Cool
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Cool
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Cool
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Cool
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Cool
//Template 1 • Tekst ① Act, don’t tell ② Innovate and surprise ③ Friends 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
//Human branding
Real
QUESTION: What/Who are 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
//re-Humanizing marketing
Real
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Real
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Real
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① Stay true to your roots, but don’t shout
② Warm is the new cool ③ Be open and respectful, listen (like friends)
Real
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Unique
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//Michael stole the moonwalk from David…
Unique
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// who stole it from Marcel Marceau
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//Does this remind you of something?
Unique
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//Dietrich Mateschitz
Unique
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//Uniqueness by stealing from other industries
Unique
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Unique
Unique
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//Evolution of the environment in denim
Unique
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//But watch out for ADAPTITIS…
Unique
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① Sustain your unique proposition & style ② But adapt to the changing environment ③ Not forgetting about your core audience
Unique
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Self
Self
Self
Self
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Insert movie rorschach U by Kotex
Self
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Self
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Self
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Self
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Self
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Self
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Self
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Self
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① Don’t offer products, support lifestyles ② Never use tribes on the outskirts
③ Vary & combine different passion points
Self
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
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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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① Deliver gratifications, not just pleasures ② Don’t use negative emotions ③ Happiness is the new rebellion
Happy
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