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oday’s younger generations (GenY a.k.a. Millennials and
GenZ) have skills, preferences and attitudes that challenge traditional marketing models. As they are both the professionals and the customers of the future, brands and companies have much to gain by interacting and co-creating with NextGen. Looking for inspiration to give your brand or business a NextGen boost? Read on and discover how Joeri Van den Bergh can engage your audience with inspiring keynote presentations, tailor-made inspiration sessions or in-company workshops.
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IT’S JUST ME, MYSELF AND I (De La Soul)
Meet Joeri Van den Bergh Co-founder, Managing Partner & NextGen expert at InSites Consulting Marketing Professor at Vlerick Business School AMA-awarded marketing author & Master Marketer
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Hi, I’m Joeri Van den Bergh! First of all, great to meet you and thanks for taking the time to get to know me. As co-founder and Managing Partner of InSites Consulting, a global new generation research agency, I’ve always been intrigued by consumer behavior and I get my energy from supporting brands in engaging with their consumers, and ultimately growing their business. I started my career at the Vlerick Business School, one of the most prestigious business schools worldwide, where I discovered my love for consumer generations, as during the 6 years I worked there, I researched advertising and marketing to the youngest and oldest consumer segments. 06
Fascinating years, but during the 1997.com bubble, 3 other Vlerick guys and I took the big leap into corporate life and founded our own website performance measurement agency, providing companies with insights into their online marketing strategies. And although we never intended to become a market research agency, time somehow brought us where we are today‌ a worldwide player in the field of market research & consumer insights, with offices in Belgium, the Netherlands, the UK, Romania, the US, Germany and Australia. With a team of over 200 employees we empower people to shape the future of brands. My love for generational differences and specifically the younger consumer segments kept intriguing me at InSites Consulting. So in 2011, after five years of intensive new youth research, we defined the 5
success factors of a youth brand: our CRUSH branding model became the basis of my award-winning and best-selling book, How Cool Brands Stay Hot. Since the release of the first edition of the book, we’ve been surprised positively by the amount of appreciation and interest we experienced from journalists, conference organizers and marketing and advertising practitioners from all around the world. It seems that the timing of publishing this book on the subject of branding and marketing to the new generation of consumers was plain right. And I got the unique opportunity to travel the world and present the How Cool Brands Stay Hot story from Las Vegas to Manila, with over 350 keynote speeches in 32 countries in the past 5 years. We were even honored with great awards such as Expert Marketer’s Marketing Book of the Year 2011 in Europe and the American Marketing Association (AMA) award for Best Marketing Book 2012 in the US. We never expected nor dreamed of such wonderful praise.
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Three book editions and 11 translations later, we are still keeping a finger on the pulse of the Next Generation of consumers, by adding a global cross-generational study with more than 10,000 people to our portfolio, as well as a more HR-focused perspective on collaborating with generations at the workplace and recently dozens of interviews with international senior marketing executives of renowned brands (such as PepsiCo, LEGO, Freitag, LEVI’s, Beiersdorf, Audible, Mastercard, AB InBev, eBay, IKEA, Tommy Hilfiger…). But more on this in the next chapter… To conclude, another passion of mine is music and I’m extremely proud to have contributed to the success of one of Europe’s most famous music halls, Ancienne Belgique (AB), as Vice President of the Board of Directors from 1999 till 2017. The AB is a real hotbed for young 08
artists. Plenty of fresh young talent (including Coldplay and Elbow) was uncovered here, but the stage was also taken by major artists ranging from Leonard Cohen, Herbie Hancock and Frank Zappa to Golden Earring, Lou Reed, Kraftwerk, The Clash and The Stranglers.
Master Marketer Award by the Belgian Association of Marketing (BAM, previously known as STIMA), awarded in 2012 to Joeri Van den Bergh
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TALK THAT TALK
(Rihanna)
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Discover the stories Joeri loves to talk about
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frAG LE Is NextGen marketing more chemistry than science?
In today’s post-truth society, change comes rapidly and unexpectedly. How do brands speed up their NextGen (Gens Y & Z) marketing strategies to prepare for the new decade? Based on dozens of international expert interviews with senior marketing executives of renowned brands (such as PepsiCo, LEGO, Freitag, LEVI’s, Beiersdorf, Audible, Mastercard, AB InBev, eBay, IKEA, Tommy Hilfiger…), the fr*AGILE bookzine shares insights on brands that bond beyond disruption. 12
In the past six years, I have been researching and writing about Millennials & Generation Z and how these -35 generations are changing society, businesses, brands and marketing. This year we went and confronted senior marketing and branding professionals with the impact of this consumer cohort, and consumer evolutions and trends that are related to them. We saw how mature markets suddenly became disrupted and how NextGen is challenging industry standards and common marketing practices. Discover how today’s consumers are living in a fast-changing fragile world, where facts can be alternative facts, where truth and stability are hard to find, where gender and age are blurring and family structures are unstructured. But also catch up on NextGen consumer trends such as microfying macroness, life’s a hackathon, Back to the Future and de-materialized ownership.
And finally, in the last chapter, we will illustrate how brands are introducing agile marketing thinking to keep up with the pace of the new decade: real is the deal; from story-telling to story-doing; experiential escapades and cycle looping.
GET YOUR FREE DOWNLOAD! 13
www.howcoolbrandsstayhot.com/downloads
www.howcoolbrandsstayhot.com/fragile
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MILLENNIALS AT W RK Understanding GenY’s needs to build a future-proof HR strategy
Millennials (born 1980-1996) are entering the job market in increasing numbers. Estimations say that by 2020, Millennials will make up 50% of the global workforce. Raised differently and in different times, Millennials are not like the previous generations, both in their views and in their approach towards work. No less than 61% of seasoned HR professionals believe Millennials are hard to manage and unprepared for the workplace. Millennials themselves also seem discontent, with only 29% of employed Millennials 14
currently feeling engaged with their work. As a result, 6 out of 10 Millennials leave their company after less than three years at an estimated cost to the organization of $20,000 per person to replace. But while Millennials may not be prepared for today’s workplace, they certainly are more ready for tomorrow’s. Compared to previous generations, Millennials are better equipped for a work context that is becoming more uncertain, more complex and more digitally fueled. In the expected war for talent, organizations should therefore understand how to attract, engage and retain Millennials. Check out the ‘Millennials at Work’ bookzine and find out how to optimally capitalize on the Millennials’ talents and maximize their impact on business performances. The full bookzine shares numerous ways to make your company more Millennial-proof. As there is a wealth
of research showing that many of these strategies also have a significant positive impact on your overall business performance, making your organization more Millennial-proof is not just about Millennial pleasing or making concessions, it is about strengthening your organization as a whole to ultimately become more future-proof.
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www.howcoolbrandsstayhot.com/downloads
www.howcoolbrandsstayhot.com/millennials-at-work I N S I T E S C O N S U LT I N G
WHO’S UP NXT A cross-generational view on NextGen marketing
The current young population (Generations Y and Z) is the most diverse and best-educated generation ever. They have been shaped by technology and are true marketing game changers. Old handbook marketing approaches are bound to fail with large consumer demographics, so we felt the time was right for a cross-generational reality check. In partnership with GMI, InSites Consulting set up a global research project in which we interviewed 10,000 people from 4 different generations in 8 different countries across Europe, but also in the US and Australia. We 16
spoke with Baby Boomers (born 1946-1964, the parents of Millennials), Gen X (born 1965-1979, the parents of Gen Z), Gen Y (or Millennials, currently the young adult generation born 1980-1996) and Gen Z (1997-2010) consumers, taking a closer look at what differentiates the new consumer generations in the market today from the post ones. This cross-generational study resulted in the Who’s up NXT bookzine, uncovering 4 DNA characteristics of NextGen (a combination of Millennials and their successors, Generation Z) and helped us identify 7 consumer trends to make your brand future-proof. Discover the most remarkable differences and similarities between and across these generations to make your marketing and branding future-proof.
GET YOUR FREE DOWNLOAD! www.howcoolbrandsstayhot.com/downloads
www.howcoolbrandsstayhot.com/whos-up-nxt
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HOW COOL BRANDS STAY H T Branding to Generations Y & Z
Market more effectively to Generations Y and Z by learning how to remain a relevant, appealing brand in the eyes of these most skeptical generations. How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing-savvy and advertising-critical generations yet. Based on five years of intensive new youth research by InSites Consulting, it provides insights into the consumer psychology and behavior of NextGen consumers. It reveals how they think, feel and behave, offering proven strategies to market more effectively to these groups and remain a 18
relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and Mastercard, along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact. How Cool Brands Stay Hot won the 2012 Berry-AMA Book Prize for best book in marketing (awarded by AMAF, the American Marketing Association Foundation) and the Marketing Book of the Year 2012 Award (awarded by Expert Marketer). A professional and international jury nominated it as one of the 10 best books of 2012. Afterwards, 2,153 marketers from 85 countries 2012 Berry-AMA Book Prize for Best Book in Marketing (awarded by AMAF, the American Marketing Association Foundation)
voted it best marketing book of that year.
“How Cool Brands Stay Hot is a must-read for anyone marketing to Generation Y. Once you start reading it you will immediately start taking notes on how you can enhance your brand’s relevancy to Generation Y.” By Robert Lusch, Chairman American Marketing Association Marketing Book of the Year jury
The fully revised third edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact which issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those that come after Generation X.
A selection of the translated version of the How Cool Brands Stay Hot book.
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“Because generations shift and change constantly, books on the topic often gather dust. Not this one! Joeri and Mattias have kept their insights in sync with the times. That makes a nice and useful refresher for all of us marketers to read and live by. Why? Staying in sync with the times and with changing consumers is exactly what you need to drive growth and change from your brand.” By Kurt Frenier, Global Vice President at PepsiCo
“How Cool Brands Stay Hot holds the best and 20
most comprehensive perspective on Generation Y marketing and I regularly recommend it in lectures on recruiting Generation Y.” By Carl-Christophe Fellinger, Talent Relationship & Recruiting Manager at Beiersdorf
“Knowing the consumer is vital to any business looking for a meaningful, long-term engagement. The addition of fresh insights into Gen Y with an eye-opening preview of Gen Z will help marketers keep pace with the digital generation.” By Elizabeth Wolgemuth, SVP Global B2B Marketing at MasterCard
“How Cool Brands Stay Hot shares a wealth of insight. At TOMS we are in business to improve lives and this mission allows us to build an emotional bond with customers and employees, because they know they are shopping and working for a movement bigger than themselves. Connecting with consumers in an authentic way is essential in today’s world.” By Blake Mycoskie, Founder and Chief Shoe Giver at TOMS
“We continuously fuel our brands with fresh and creative views. How Cool Brands Stay Hot is a rich source of inspiration for anyone who wants to truly connect with young people.” By Renzo Rosso, Founder and CEO at DIESEL and Only the Brave, United Nations MDG Global Leader
“This book gives a fabulous deep dive in marketing and branding to Millennials. It is often said that Millennials are more complex and don’t follow easy, linear rules. How Cool Brands Stay Hot definitely reduces complexity and is a must-read for all those who have to understand these target groups.” By Dr Alexander Linder, former Vice President Corporate Brand, Consumer and Marketing Intelligence at Swarovski I N S I T E S C O N S U LT I N G
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NOW, LET’S GET IN FORMATION! (Beyonce)
Choose the right format for your audience
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Joeri brings passionate and energetic presentations and cool workshops that will give your audience food for thought. Here’s an overview of the different formats we provide.
INSPIRING KEYNOTE PRESENTATION This is your 1-hour NextGen inspiration boost (also available in 45min 24
or 30min versions). With +350 international keynote presentations on the counter, Joeri mixes the facts & figures with cases and a good dose of humor. He is a pro at engaging audiences, integrating audience interaction in his talks with neon glowing voting sticks…
TAILOR-MADE INSPIRATION SESSION Are you looking for something a little bit different? We’re open to discussing customization to the needs of your sector, topic, audience, region, products and/or brands.
IN-COMPANY WORKSHOP
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With our toolbox of creative and engaging workshop techniques, we help you create new & NextGen-proof products and activation/ communication concepts. Of course, the entire session is based on NextGen insights & trends and tailored to your sector/ region if applicable. Get in touch via www.howcoolbrandsstayhot.com/contact for more information on pricing and availability.
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I HAVE TO PRAISE YOU (Fatboy Slim)
Don’t take our word for it, let’s give the audience a say…
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“Joeri’s session was fantastic and garnered great feedback from the merchants. He came out as the top speaker of the day.” By Birgit Deibele, Communications Director at Mastercard South-Africa
“All attendees were really excited about Joeri’s presentation and they very much enjoyed the workshop. We’re eager to translate all the inspiration into future actions.” By Jasmin Hödl, Senior Manager Brand & Communication Insights at Swarovski
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“Joeri’s expert perspective and unique insights on this critical NextGen cohort sparked a lot of buzz and dialogue. Joeri effectively outlined how the convergence of advertising and tech in this new age of consumption needs to be shaping business plans and outlook. The interactivity and opportunity to gamify the presentation adds a new dimension to an already impactful discussion.” By Emma De Szoeke, VP Insights & Analytics, Global Beverage Group & Pepsi-Lipton at PepsiCo
“Winning the hearts and minds of the Gen Y youngsters is not only crucial for marketers, but as well for People (HR) professionals. Joeri brought an inspiring understanding of how Gen Y thinks, acts, plays, works which I can strongly recommend to others. Up to us, professionals, to translate into effective actions.” By Olivier Lambrecht, VP People and IT Europe at The Kraft Heinz Company
“Joeri Van den Bergh’s speech on Generation Y was a shot of inspiration for the whole Ricard marketing team. The examples were inspiring, and the thoughts and ideas really helped refresh our thinking.” By Sophie Gallois, Global Marketing Director at Chivas Brothers (Pernod Ricard)
“Joeri presented at Marketing Magazine’s Youth Marketing conference. The feedback from delegates was fantastic, with the majority rating the keynote as ‘excellent’. The delivery was insightful, engaging, humorous and entertaining.” By Jennie Meynell, Head of Events at BrandRepublic Haymarket
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With over 350 presentations on the counter, we keep on being positively surprised by all the appreciation and interest we experience from all around the world. Here’s a selection of the stages where we were proud to present our NextGen expertise.
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2018
MRS Impact - London (UK)
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CMG European Conference - Porto (Portugal)
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Trade Marketing Association Congress - Amsterdam (Netherlands)
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Youth Marketing Strategy - London (UK)
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Nordic Kids Media Festival - Malmö (Sweden)
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Kids en Jongeren Marketing Congres - Amsterdam (Netherlands)
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This Year Next Year - Amsterdam (Netherlands)
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Global Packaging Summit - Brussels (Belgium)
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De Toekomst van Marketing - Amsterdam (Netherlands)
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Spielwarenmesse - Nürnberg (Germany)
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Branded Content Event - Utrecht (Netherlands)
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CTAM Think - New York (USA)
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Brand Week - Istanbul (Turkey)
2015
MRS Kids and Youth Research Conference - London (UK)
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IIeX Europe - Amsterdam (Netherlands)
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Cable Congress - Brussels (Belgium)
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KID ON - Berlin (Germany)
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Marketing Information Event - Utrecht (Netherlands)
2014
MWG Congress - Utrecht (Netherlands)
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Password Best Marketing Conference - Vilnius (LT), Riga (LV) & Talinn (EE)
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Iceland Marketing Conference - Reykjavik (Iceland)
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Asian Innovation Conference - Manila (Philippines)
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EuroSummit - Copenhagen (Denmark)
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Marketing Summit - Istanbul (Turkey)
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Harstad Konferansen - Oslo (Norway)
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Youth Marketing Strategy Summit - London (UK)
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Radio Advertising Awards - Amsterdam (Netherlands)
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Mediarun Festival - Gdansk (Poland)
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ICSC Czech & Slovak Real Estate Conference - Prague (Czech Republic)
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ARF Thought Leader session - New York (USA)
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Digital Marketing Show - London (UK)
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Digital Marketing Live - Amsterdam (Netherlands)
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Kids, Youth & Parent Power Congress - Orlando (USA)
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Music and Brands Conference - Budapest (Hungary)
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The Market Insight Forum - London (UK)
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WOMMA Summit - Las Vegas (USA)
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Norwegian Newspaper Association - Oslo (Norway)
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IAA Sweden - Stockholm (Sweden)
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Cable Fair - Lahti (Finland)
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The Future Summit - Brussels (Belgium)
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Marcom11 - Amsterdam (Netherlands)
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World Retail Congress - Berlin (Germany)
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UBA Trends Day - Brussels (Belgium)
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Belgian Consumer Good Conference - Brussels (Belgium)
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Ad Congress - Camsur (Philippines)
Visit www.howcoolbrandsstayhot.com/keynotes for a full overview. I N S I T E S C O N S U LT I N G
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Here’s a selection of the iconic brands we’re proud to have inspired, engaged and collaborated with these past 5 years. From in-company ideation workshops to inspiration sessions and expert interviews, it’s been an honor to help shape the future of these brands. Visit www.howcoolbrandsstayhot.com/in-companies for a full overview.
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WHY DON’T YOU TALK TO ME? (Peaches)
Let’s get in touch to give your audience a NextGen boost
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Joeri Van den Bergh Co-founder, Managing Partner & NextGen expert at InSites Consulting Marketing Professor at Vlerick Business School AMA-awarded marketing author & Master Marketer
+32 496 23 29 19 http://www.linkedin.com/in/joerivandenbergh/ @Joeri_InSites joeri@insites-consulting.com
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oday’s younger generations (Gen Y a.k.a. Millennials and Gen Z) have
skills, preferences and attitudes that challenge traditional marketing models. As they are both the professionals and the customers of the future, brands have much to gain by interacting and co-creating with NextGen. Looking for inspiration to give your brand or business a NextGen boost? Read on and discover how Joeri Van den Bergh can engage your audience with inspiring keynote presentations, tailor-made inspiration sessions or in-company ideation workshops.
ABOUT INSITES CONSULTING From the start of InSites Consulting in 1997 until today, there has been only one constant: we are continuously pushing the boundaries of marketing research. With a team of academic visionaries, passionate marketers and research innovators, we empower people to create the future of brands. As one of the top 3 most innovative market research agencies in the world (GRIT), we help our clients connect with consumers all over the world.
www.insites-consulting.com