Speakerfile Joeri Van den Bergh & Mattias Behrer - How Cool Brands Stay Hot

Generation Y will dominate society and business in the next 3 decades

Is your audience ready for the new consumer?

http://www.insites.eu

http://www.mtv.com


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the book

the authors/speakers

the model behind the book

diFFerent stories aVailable For Your eVent

praise about the book & the speeches

www.howcoolbrandsstayhot.com @Joeri_insites i #coolbrands

ankeMoerdyck Booking Agent

[email protected] +32 9 269 15 16M +32 498 624 688Evergemsesteenweg 195B-9032 Gent

Joeri Van den bergh, co-founder and Gen Y expert of insites consulting and mattias behrer, General manager of mtV north europe & mtV international Property Marketing (& former global marketing H&M), have teamed up to bundle all their insights and knowledge on producing, marketing, branding and connecting with the new consumer generation.

Their book, ‘how cool brands stay hot. branding to Generation Y’ was pub-lished worldwide by Kogan Page in Spring 2011. It immediately featured as the num-ber 1 hot future release in branding, research and advertising on Amazon and made it to the bestselling marketing books. After 1 month of release, the book was already translated into four other languages.

Joeri & Mattias are now available to share their stories and insights with audi-ences ranging from small and medium sized (for seminars, kick offs and interac-tive workshops) until big sized for keynote speeches and conference presentations around the world.

relevant audiences include: • CEO,generalmanagement,CMO,marketingmanagement,brandmanagement, communication management, sales management, product management, media management, communication and brand agencies, human resources management, communication and brand agencies. • Inall consumer (related) industries

check out the book’s trailer movie

Visit the companion website

http://www.howcoolbrandsstayhot.com


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Generation Y (now aged 15-30) are the most marketing savvy and advertising criti-

cal generation ever. Much larger than the previous Generation X, they have a much

bigger impact on society and business. But what drives them 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.Basedonfiveyearsof intensivenewresearch, itprovides 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

brandssuchasJack&Jones,Nokia,H&M,Nike,LevisandCoca-Cola,How Cool

Brands Stay Hot provides readers with creative ideas on how to position, develop and promote brands to the new consumer generation.

the book







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the authors/speakers

Joeri Van den berghCo-founder and Gen Y Expert at InSites Consulting

Joeri Van den Bergh is the co-founder of InSites Consulting, a global ‘new generation’ researchagencywithoffices inBelgium, theUnitedKing-dom, France, Switzerland and the Netherlands. He has extensive experience of all aspects of brand-ing, marketing and advertising to kids, teens and young adults. His clients include global custom-ers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever and Coca-Cola, for whom hehas provided research and advice on how to tar-get the youth market. As author and contributor to numerous journals, he also lectures throughout the world on marketing topics. And has received multiple awards for his papers as well as his best evaluated conference speeches.

mattias behrerSenior Vice President, General Manager of MTV North Europe & MTV International Property Marketing

Mattias Behrer is the Senior Vice President, Gen-eral Manager of MTV North Europe & MTV Inter-national Property Marketing. Mattias joined MTV Networks in 2005 and prior to this he spent seven years with retail giant H&M, where he had vari-ous leading roles in global marketing and brand management. Mattias has also worked as Global Brand Manager for Delaval (TetraLaval Group) and is the co-author of a Swedish book about event marketing and the experience economy.


http://se.linkedin.com/in/mattiasbehrer








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the model behind the bookBased on years of research and practice with Generation Y the authors were able todefinethe5successfactorsofabrandtoconnectwiththenewconsumer.OurCRUSHmodelisthebasisoftheHowCoolBrandsStayHotbookandofthepresen-tations available for your event.

coolness: What does it mean to be a cool brand for this generation? How do you achieve a cool status and why should you bother?

realness: Brand authenticity is a key aspect that discerns long-term wining brands from fads. With Generation Y, authenticity is attained in another way than the tradi-tional approach of claiming origin, heritage or history.

uniqueness: A clear positioning based on a sustainable brand DNA will increase impact among youngsters. This generation is craving for anchor brands in a frag-mented world. But how do you assert uniqueness when most innovations are copied within a couple of months’ time?

Self-identification with the brand: Gen Y’ers will only feel emotionally connected with your brand when it feels like a friend to them. This implies that your brand should reflecttheirdiverselifestyles.Abetterunderstandingoftheiridentityconstructionwillmakeyourbrandfitinwithyouths’liveswhileembracingdiversity.

happiness: Popular youth brands know how to leverage from positive emotions and avoid arousing negative ones.







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diFFerent stories aVailableFor Your eVent


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The book is a rich source of compelling stories that can be customized to your event and target groups. Different formats in terms of length (varying from 20 to 90 minutes) and content are possible. We can deliver tailor-made stories for every target group and industry.

AttendeeswillrelatetotheeverydaystoriesandunderstandhowthefiveCRUSHdimensionsgiveagoodanchor toconnectwith themost influentialgenerationofconsumers ever. The lively presentation ends with an interactive “The best GenYus of the World”-quiz in which the audience is challenged.

To give you some ideas, here are a few possible formats:

‘how cool brands staY hot’. branding to Generation Y.

A catchy introduction of why and how this new generation of consumers is so different and what the audience should take into account when targeting them as a client for their products and services or as a potential employee for their company. Attendees will relate to the everyday stories and understand how the fiveCRUSH dimensions give a good anchors to connect with themostinfluentialgenerationofconsumersever.Thelivelypresentationendswithaninteractive “The best GenYus of the World” quiz in which they are challenged in a voting game (using a blue and red glow-in the-dark stick) to see how they have digested Joeri’s and Mattias’s story and earn a cool/hot prize.

take a look at the slides

Checkoutsomevideo impressions of Joeri & mattias on stage.

check out the events calendar or send us an e-mail







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http://www.youtube.com/watch?v=-jzY69d6_Ag

http://www.insites.eu/InSites/Events-News/page.aspx/46


http://www.slideshare.net/HowCoolBrandsStayHot/how-cool-brands-stay-hot

http://www.slideshare.net/HowCoolBrandsStayHot/how-cool-brands-stay-hot






‘cool todaY, Gone tomorrow?’

The minute you tell this critical generation you are cool, you are sure, well, that you’reNOT!TheauthorsofHowCoolBrandsStayHottakeyouonaheart-warming trip from the history of cool to what cool means today for Gen Y. And how it affects your sales. Brands that are perceived as cool will not only enjoy a substantial uplift in sales today, but they are also protecting their loyalty tomor-row.But,howdoyoukeepyourbrandcool for thisficklegeneration? In thispresentation Joeri & Mattias are explaining the audience what makes people, brands, advertising and events cool and how coolness is helpful to drive brand conversations and business.










http://www.mtv.com


http://www.slideshare.net/HowCoolBrandsStayHot/cool-today-gone-tomorrow-by-joeri-van-den-bergh

http://www.slideshare.net/HowCoolBrandsStayHot/cool-today-gone-tomorrow-by-joeri-van-den-bergh








‘eVen better than the real thinG’. Gen Y’s definition of authenticity.

Based on research in collaboration with Levi’s Europe and MTV Networks, Jo-eri Van den Bergh, talks about what authenticity means today for youngsters (15-30yearolds).Beingoriginalandrealisdefinedbyasetofvaluesthatdif-ferentiates meaningful brands from commercial brands. Which brands are truly authentic and how important is authenticity today for the generation Y? Joeri interacts with the audience by presenting them 3 case studies asking for their votes: true or false? (using a green & red glow-in-the-dark stick) He ends his presentation with the illustration of how Levi’s is staying true to society as well as its brand values today.

NominatedfortheExcellenceAwardESOMAR2010

BestpresentationESOMARGlobalQualitativeConferenceMarrakech2009

BestpresentationBestofESOMARLeiden2010

BestpresentationInternationalMarketingConferenceofMarketingFoundationBrussels2008

BestpresentationMRSChildrenseen&heardconferenceLondon2010










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http://www.slideshare.net/HowCoolBrandsStayHot/even-better-than-the-real-thing-joeri-van-den-bergh

http://www.slideshare.net/HowCoolBrandsStayHot/even-better-than-the-real-thing-joeri-van-den-bergh








‘Good artists copY, Great artists steal’.

Since the 1960s marketers have been aspiring to differentiate their brands from competitors. But as a perverse effect they’ve turned out to be just like everyone else.Consumers todayaremoresceptical of newproducts thanever.Morethan 6 out of 10 think they are not really different. How can brands stay mean-ingful for their not so easily wowed target groups? In this presentation Joeri re-definesthecoreconceptofmarketing:theUniqueSellingProposition.

BestpresentationTheNakedBrandRotterdam2011










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http://www.slideshare.net/HowCoolBrandsStayHot/good-artists-copy-great-artists-steal-by-joeri-van-den-bergh-7995864





http://www.slideshare.net/HowCoolBrandsStayHot/good-artists-copy-great-artists-steal-by-joeri-van-den-bergh-7995864




‘me, mYselF and i’.

Insights from a unique (n)ethnographic study among 40 teens and a quantita-tive lifestyle studie among 250 youngsters” What does the live of teenagers looklikenowadaysandhowisthedevelopmentoftheirownidentityinfluencedby the 2.0 and 0.0 media and brands. By using a brand new (n)ethnographic researchtechnique,Joeriplungedforsixweeksintotheon-andofflinelifeof13to 17 year olds. Want to know what PK Movies are, which 3 dimensions explain youth’saffiliationwithcertainlifestylesorwhatbrandscanlearnfromtribeslikethefashionistas,easychicksandgothics?Self-identificationwithabrandisthemain success factor of branding. In this presentation Joeri highlights how brand can mirror the passion points and values of the new consumer.

BestpresentationICUkids&youthmarketingeventBrussels

BestpresentationESOMARGlobalQualitativeConferenceIstanbul2008

BestpresentationBAQMARconferenceGhent2008

read the full paper









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http://www.insites.eu/publications.aspx?item=1310




‘don’t worrY, be happY’. how positive emotions endorse successful brands.

When Gen Y’ers talk about their most favorite brands, 8 out of 10 mention at least 1 positive emotion and only 29% describes an actual product character-istic. The new consumer is more emotional than ever, and arousing positive emotions is the fast road to success. Illustrated with many new case studies, Joeriexplainsthedifferencebetweenpleasuresandgratificationsandendsupwithdefininghowmagicmomentsandstorescreateapowerfulconnectionwiththe next consumer generation.









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Global brand case

Joeri and Mattias can also be booked together with their foreword writer Gert kerkstoel , former global business director of Nike SB. Gert is a well-applauded speaker who adds a sense of reality by sharing his lifetime experience in marketing, advertising and branding the number 1 global youth brand Nike. Gert illustrates thebrandCRUSHmodelwithreallifeexamplesfromhis20yearsofexperienceas anexpatmarketingexecutive inmultinationalcompaniessuchasUnileverand Nike, Inc.









http://www.mtv.com


http://be.linkedin.com/pub/gert-kerkstoel/7/5a9/163

http://be.linkedin.com/pub/gert-kerkstoel/7/5a9/163





praise about the book& the speeches


http://www.mtv.com




This book explains brilliantly how you can gain the love of the Generation Y. A must read for all generation Y marketers and for all brand marketers together, since Gen-eration Y leads to all the other target groups as well.

Kevin Roberts, CEO Saatchi & Saatchi Worldwide

Nobody draws a sharper, more incisive and still warm, caring picture of how to reach Gen Y consumers.

Dan Hill, President of Sensory Logic Inc & author of Emotionomics & About Face

A cool book on youth and brands and very relevant for my international marketing and branding practice.

Peter Van Overstraeten, Global Marketing Manager Beck’s & Hoegaarden at AB Inbev

A brand today needs a strong DNA that is capable of constantly surprising youth with noveltiestokeeptheminterestedwhilestayingtruetoitslegacy…HowCoolBrandsStay Hot taps into these areas of tension that hold the key to success in youth markets.

Joris Aperghis, CMO G-Star International

BrandbuildingannoNOWistotallyunderconstruction.Thisbookcombinesfunda-mental research and serious gut to offer you as marketer a new foundation for future marketing. A must read which will help you to evaporate your old stinking marketing habits.

Joris van Heukelom, Director Digital Sanoma Media

I am generally not a big fan of marketing books and particularly not when they touch so-called youth marketing. But this one was refreshing and informative, more ob-serving and sharing a frame of thinking on the evolution of generations instead of an absolute theory on ‘how to get after those young consumers’.

Gert Kerkstoel, Investor and former Global Business Director Nike SB

Joeri and Mattias are about the only over-40s who manage to present us with a proper & credible translation, or rather narrative account from the inside out, of the living / experience world of millennium youngsters. They are epigones of the New Storytelling.‘HowCoolBrandsStayHot’collectsfascinatingstoriesandcases,butatthesametimemanagestokeepanundisturbedsenseofscientificnuance.Thebook is a masterpiece: exceptionally well-documented and extremely comfortable to read. In other words: GenYous.

Herman Konings, Consumer psychologist and Trendwatcher

the book







http://www.mtv.com





Generation Y examined by two experts. A must for every conscious marketer who has to engage in a strong relationship with brands these days.

Ronny Hoekman, Marketing Director Sony C.E. (Playstation) Benelux

An incredible source of inspiration for all Generation Y marketers who also wish to be successful amongst the millennial Generation Y... myself included.

Kenneth Bornauw, Brand Development Director Unilever

Those who love good storytelling based on new insights and traditional common sense,willfindJoeri’spresentationtoberightuptheirstreet.

Vincent Fierens, Country Marketing Manager Nike

This book is an absolute must for every marketer who does youth marketing and who really wishes to understand Generation Y.

Ann Van Dessel, Head of Marketing Nokia Benelux

read more quotes online

Those who love good storytelling based on new insights and traditional common sense,willfindJoeri’spresentationstoberightuptheirstreet.

Vincent Fierens, Country Marketing Manager Nike

I personally loved your presentation. I was vibrant, funny and educational.

Helen Parker, representatives executive ESOMAR

ItwasaveryinterestingpresentationinBillund.OurmarketingmanagersforFinland,Norway, Belgium and the Netherlands would like to spar with you on some of the new stuff we’re about to launch.

Ylva Nordström, interim marketing manager LEGO Benelux

I have heard of all the participants that they loved your presentation at our global headquarter. It’s a pity I had to miss it. We’ll keep in touch

Sanne Krom, Marketing Director Europe, Tommy Hilfiger

I found the presentation last week very interesting and entertaining. Particularly I was very impressed by the way in which you were able to effectively cover the many dif-ferent cultural subsets in a clear and intuitive general segmentation matrix. Thomas Luberti, media & integration manager Procter & Gamble Netherlands

the speeches







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http://www.howcoolbrandsstayhot.com/review/

http://www.howcoolbrandsstayhot.com/quotes/




Youwerefabulousyesterday!Youweretheonlyonethatreallymovedtheaudience.AndtheformatwasNOTovershadowingthecontent–oneofthebestpresentationsthatIhaveseeninalonglongtome.AndI’macriticalguy.Congratulations.Lookingforward to your next speech.

Tom Van Dyck, Head of Market Research / Exploration & Innovation, Belgacom

Oneofthehighlightsoftheconferencedaywasyourpresentationonyouthtribes.Ithink it was really interesting and helpful in the different challenges I am facing in my job as a product manager for Kit Kat and Smarties. Erik Rikken, product manager Nestlé Netherlands

Thanks for your good presentation last week. My marketing colleagues and me were re-ally impressed. You brought it in a very beautiful way and we have really learned a lot.

Sabine Van den Bergh, research manager Benelux Kellogg’s

Thanks for your interesting presentation on Nickelodeon’s client day. When will you do some research like this in other countries too? I’m working for Moviepark Germany.

Cees Kikstra, executive vice president marketing & strategy StarParks Europe

IrecentlyattendedtheICUconferenceinBrusselsandheardyourpresentationMe,Myself and I. I wanted to know if you have any interest in helping our strategy for some new product lines.

Ben McCosh, Global Product Manager Samsonite

Greatpresentationandbooklaunch–congratulations.IamheadingtotheUnitedStates for an internal Youth Summit in Manhattan and I wanted to explore with you the possibility of you speaking at this event.

Anna Zanghi, Global Product Development Mastercard Worldwide

It was interesting, funny and a successful event.

Danny Evens, Sr Manager, Commercial Project Management Europe Pfizer WBB

I wanted to reach out for this occasion to congratulate you with the book publication andthefabulouslaunch.Youpresentationwastop(again)!

Gerd De Kee, marketing manager A-labels, Inza

I wanted to thank you for the time you dedicated to us today and for the very informa-tive session we’ve had thanks to Joeri’s valuable consumers’ expertise.

Catherine Hauet, brand manager Yamaha Motor Europe







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It was a very inspiring book launch. Lots of useful insights, for KPN too.

Lilian Alibux, senior marketing manager KPN Mobile.







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Speakerfile Joeri Van den Bergh & Mattias Behrer - How Cool Brands Stay Hot

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