How Cool Brands Stay Hot in CEE Joeri Van den Bergh, author "How Cool Brands Stay Hot. Branding to Generation Y" (bestselling book on youth marketing together with MTV's global VP Mattias Behrer, translated in Russian, Polish & Czech) and Managing Partner, InSites Consulting, Belgium

16. REACH
67% in 2 weeks – €300,000 FREE PUBLICITY
SALES
+79% SALES INCREASE – SOLD OUT AMERICAN COLLECTORS

19. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

31. ① Stay true to your roots, but don’t shout
② Warm is the new cool
① Be open and respectful, listen (like friends)

34. QR code virtual shopping

35. Usage of mobile phone in buying process
“ At a fashion retailer, I am interested in these apps…”
61%
1 Special deals offered 50%
53%
2 Discounts when checking-in 49%
45%
3 Product information via barcodes 40%
41%
4 Payment 38%
42%
5 Dedicated store web sites 33%
33%
6 Most efficient shopping route 34%
35%
7 Augmented reality to try out products 29%
26%
8 Share shopping list 25%
Source: MasterCard 2 country study August 2011 –respondents aged 18-30 in UK and Germany N (Germany) = 293 / N (UK) = 298 / Filter: Only fashion brands and if have mobile phone

42. Happy

43. // I WILL NEVER FORGET THE DAY… Happy
Extreme experience (e.g.
skydiving, mount climbing) When I was dumped
Graduated by my partner
Meeting the love
of my life Surprise
Becoming a sport Death of a person
N = 40
champion close to me
Happiness Anger
My first kiss N = 156 N = 13
Got my driving license
When I got in a fight
Fear Disgust
N = 30 N = 14
New school Sadnes Discovered I had no
s
N = 93 real friends when I
Moved
Encountered aggression needed them most
Was diagnosed Being dumped by my
Parents got with a serious boy/girl friend
divorced illness
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 &China.

44. Happy

47. Happy

48. Happy
+ 170K views
(youtube,
Vimeo)
+ 200 blogs
(mashable,
psfk, …)

51. Happy
①Deliver gratifications = challenges
①Don’t use negative emotions
①Everyone likes happy endings !

54. Happy