How Cool Brands Stay Hot at Vlerick Ondernemersdag
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How Cool Brands Stay Hot: Branding to Generation Y, presented by Joeri Van den Bergh at the Vlerick Ondernemersdag on December 2, 2013 in Ghent (BE).
Transcript of How Cool Brands Stay Hot at Vlerick Ondernemersdag
Goeiemiddag
up-to-date info:
howcoolbrandsstayhot.com
Follow me on Twitter:
@joeri_insites
Opening Forever 21
Antwerp
1000 waiting
23000 visited in one day
2 min on national news
@joeri_insites@joeri_insites
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• Tekst
STEREOTYPE
# 1
stimulation = bredth instead of depth…
“They are spoilt, don’t know
the value of money and
don’t want to work hard.”
“The Reflexive Generation”
SELF
LIFEWORK
1/3 Belgian Gen Y = dissatisfied (less than 6/10)
BYOD
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• Tekst
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• Tekst
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• Tekst
@joeri_insites@joeri_insites@joeri_insites
@joeri_insites@joeri_insites
Cisco reduces costs and attracts Gen Y employees with new open flex desk
workspaces and work styles● 77 % prefer the new environment, 82 % increase in work satisfaction
● 82 % :the design improves communications
//Template 1
• Tekst
STEREOTYPE
# 2
“They have no respect for
authorities and you simply
cannot manage them.”
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• Tekst
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• Tekst
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• Tekst
STEREOTYPE
# 3
“They don’t know company
loyalty and don’t want to
pay their dues.”
//Authenticity for
Generation Y
Real
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• Tekst
Insert movie Adidas
Real
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• Tekst
Real
//Authenticity for
Generation Y
Real
Real
Personal finance management tool “TIM”
Real
@joeri_insites
@joeri_insites
@joeri_insites
@joeri_insites
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• Tekst
Insert movie rorschach U by Kotex
Self
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!
HRM
