In today’s post-truth society change comes rapidly and unexpected. How do brands speed up their NextGen (Gen Y & Z) marketing strategies to get ready 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…), Joeri Van den Bergh (Co-founder & NextGen expert) shares insights on brands that bond beyond disruption.

1. Joeri Van den Bergh
co-founder InSites Consulting
author How Cool Brands Stay Hot
@JOERI_INSITES
HOWCOOLBRANDSSTAYHOT.COM

2. WELCOME!
Hakim ZEMNI Managing Director InSites Consulting Belgium
Joeri VAN DEN BERGH Managing Partner
WiFi: InSitesVisitor
Password: welcome2insites

3. TREND or fad?
TREND or fad?

4. LIMITED
FAST MONEY
SHORT-LIVED
TREND or fad?
WAIT&SEE
CROSS-OVER
LONG TERM
TREND or fad?

5. BE ‘IN’
TACTICAL
TOM
Business impact?
STRATEGIC
PROBLEM SOLVE
RELEVANCE
TREND or fad?
TREND fad

6. STRATEGIC
PROBLEM SOLVE
RELEVANCE
TREND or fad?
#cocreatecommunicationwithnxtgen
TREND cases!

7. STRATEGIC
PROBLEM SOLVE
RELEVANCE
TREND or fad?
#nxtgenbankingexpectationsandmomentsoftruth
TREND cases!

8. STRATEGIC
PROBLEM SOLVE
RELEVANCE
TREND or fad?
#understandnxtgendigitallifestyle
TREND cases!

9. STRATEGIC
PROBLEM SOLVE
RELEVANCE
TREND or fad?
#understandimpactofnxtgenonferrerobusiness
TREND cases!

10. Joeri Van den Bergh
co-founder InSites Consulting
author How Cool Brands Stay Hot
@JOERI_INSITES
HOWCOOLBRANDSSTAYHOT.COM

11. Updated 3rd edition with Gen Z chapter
OUT since April 2016

13. NO it was not an emoji

15. coulrophobia
2016 was certainly the year of …

19. Generation Z was born into a harder
world. Today’s realities are of less
gloss, less optimism and greater
realism…
AXE – UNILEVER
Victor Hugo, Global Brand Director

30. A 12-year-old today knows as much as
a 15-year-old 10 years ago. Gen Z is
growing up really FAST.
PEPSICO
Kurt Frenier – Global VP & GM Portfolio Transformation

36. Wang Deshun

37. A FRAGILE WORLD
Singleton City
Otherhood
Flatage Society - Midorexia

41. Levi’s tapered & tailored

44. Nestlé Cocina Spain Zauo Tokyo

45. Adidas Knit for You

49. Mobile Scan App with AR startup ModiFace

50. Vue cinemas Late Shift

60. RYU – Canada: 50% discounts

62. They are not necessarily looking for
brands… Rather sth. they need and
very quickly…
EBAY
Ivo Wassenaer – Marketing Strategy Manager

71. KFC Bejing: face recognition ordering

72. Amazon GO: WRO–shopping

73. Alibaba’s Taobao Cafe cashier free food & beverages, Hangzhou, 2017

75. IWWIWWIWI

76. POSB – Singapore – Face 2 Face 24 hours customer service

79. A FRAGILE WORLD
AN AGILE MINDSET
Singleton City
Otherhood
Flatage Society - Midorexia
Microfying Macroness
Forever & Ever
Yours seamlessly
Busyness is a business
Shortening Cycles

88. Gen Z responds to something that
feels honest. Don’t try to pretend
something you are not.
TOMMY HILFIGER
Avery Baker – Chief Brand & Marketing Officer

99. Dr Jart+ skincare - Seoul

107. A FRAGILE WORLD
AN AGILE MINDSET
ACTUAL REALITYSingleton City
Otherhood
Flatage Society - Midorexia
Influenza
Big is bad?
The touchables
Transparancy & Track & Trace
These roots are made for walking
Back to the Future
Microfying Macroness
Forever & Ever
Yours seamlessly
Busyness is a business
Shortening Cycles

110. Select
3 BUSINESS
CRITICAL
TRENDS

111. Prepare
a short 1’ pitch
per trend.
YOUR ASSIGNMENT (15’)
Collect
3 chips each.
Form
a mini-group
of 4-5.
Place
your bets
on 3 trends
in your
mini-group.
Discuss
your bets.
Choose
3 trends you
find business
critical for
your brand as
a group.

112. THE BATTLE (10’)
Place your bets
AS A TEAM & defend
YOUR CHOICE.

113. LET’S PRIORITIZE (5’)
Take 1 chip each &
choose 1 trend
individually.

114. YOUR ASSIGNMENT (20’)
Form
a mini-group of 4-
5.
Choose
1 trend from the
shortlisted casino
game board.
Brainstorm
about possible
actions / angles /
ideas/ innovations
based on the
trend.
Prepare
a (5 min.) debrief
or pitch with your
ideas and actions.
Present
your ideas (in 5
min.) to the rest
of the team