Even better than the real thing - Gen Y's need for brand authenticity (by Joeri Van den Bergh)
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In a world full of staged experiences and marketing storytelling, the new consumer values brands that are authentic. Brand realness has little to do with origin, history or heritage today, it's all about staying true to yourself, being honest, open and transparent. And respect consumers by listening to them in an equally levelled conversation.
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Even better than the real thing - Gen Y's need for brand authenticity (by Joeri Van den Bergh)
- 3. KOGAN PAGE marketing book published Feb 2011 Joeri_InSites (Twitter) To tease me Squeeze me And Please me// UPDATES& BLOG:www.howcoolbrandsstayhot.com Joeri@insites.be www.insites.eu (voor zij die nog mailen)
- 4. People ARE brands and brands should be like people ! joeri@insites.be
- 6. The old definition of authenticity ORIGIN + HISTORY + HERITAGE = H 20 joeri@insites.be
- 8. Some myths about Gen Y They only trust their friends 3/4 but… <- <- Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
- 11. joeri@insites.be
- 14. 3 advertising strategies that work # 1/ Inclusion #2/ Nostalgia #3/ Irony joeri@insites.be
- 15. Irony today… We know that you know You know that we know We know that you know that we know And so on… joeri@insites.be
- 17. True? or False?
- 18. IRONY KILLED AUTHENTICITY joeri@insites.be
- 19. Authentic apparel brands Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
- 21. The knowledge of H20 = nihil Origin: 26% History: 23% Heritage: 17% Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
- 22. Authenticity? > 15% 10-15% values 5-10% real < 2% without imitation own style years of presence genuine original quality unique like in the past honest Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
- 23. WHAT IS REAL But what is real? joeri@insites.be
- 25. The concept of „perceived authenticity‟
- 27. Authentic = cool ? Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
- 28. WHAT IS UNIQUE? joeri@insites.be
- 29. CASE “APPLE iPOD” ° November 1954 Regency TR-1 I.D.E.A., Indianapolis Dr. Heinz De Koster Ph.D. of Physics
- 30. True? or False?
- 33. joeri@insites.be
- 35. QUALITATIVE 2009 Marrakech – The Evolving Human
- 36. joeri@insites.be
- 37. YOUR 5 TAKE AWAYS FOR TODAY joeri@insites.be
- 38. Try to remember this… 1/ H20 = not so relevant to youngsters 2/ Perception (and consistency) is reality 3/ Don‟t stress old authenticity 4/ Warm is the new cool, if it‟s TRUE 5/ It‟s good to be a HUMAN even if you are a Prince joeri@insites.be
- 39. DEES IS ECHT (COMMERCIEEL) 15 EURO (ipv 24,99 in de échte winkel) NU TIJDELIJK Hand-gesigneerd in blauwe inkt Met de authentieke handtekening van de auteur ! (of ook: “Prince of Wales” if you prefer that one!) joeri@insites.be
- 40. The book’s BRAND CRUSH model: how to sustain a brand for Generation Y R²= .57 R²= .62 R²= .74
- 41. THANXX FOR YOUR ATTENTION Link with me: www.linkedin.com/in/joerivandenbergh Or for authentic dirty things check my Facebook xx joeri@insites.be