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How Cool Brands Stay Hot at Batenborch Masterclass
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Transcript of How Cool Brands Stay Hot at Batenborch Masterclass
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Opening Forever 21
Antwerp
1000 waiting
23000 visited in one day
2 min on national news
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1984, Los Angeles, CA
Chang Family
480+ stores
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On trend product
Several Lines, shoes accessories
Daily new styles
Wide!!, not deep
Very (very) affordable
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//Template 1 • Tekst
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STEREOTYPE
# 1
stimulation = bredth instead of depth…
“They are spoilt, don’t know the value of
money and don’t want to work hard.”
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“The Reflexive Generation”
SELF
LIFE WORK
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//Template 1 • Tekst
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//Template 1 • Tekst
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//Template 1 • Tekst
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//Template 1 • Tekst
STEREOTYPE
# 2
“They have no respect for authorities and
you simply cannot manage them.”
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//Template 1 • Tekst
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//Template 1 • Tekst
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//Template 1 • Tekst
STEREOTYPE
# 3
“They don’t know company loyalty and
don’t want to pay their dues.”
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//Template 1 • Tekst
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//Template 1 • Tekst
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//Template 1 • Tekst
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Logistics Specialist Carrier Account Executive
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R2=.57
R2=.74
R2=.62
InSites Consulting Brand Model tested by path analysis
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//Authenticity for
Generation Y
Real
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//Template 1 • Tekst
Insert movie Adidas
Real
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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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Personal finance management tool “TIM”
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Real
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//Template 1 • Tekst
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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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// 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
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//Template 1 • Tekst
Insert movie rorschach U by Kotex
Self
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Global online contest to recruit 100 Young amateur soccer players in 55 countries => 16 final best against the best Over 150,000 young soccer players!
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//Template 1 • Tekst
Happy
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//Template 1 • Tekst
Insert movie SAF integrated longer
Happy
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