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Adding Cool To Your Brand in 2005
Datamonitor, Jan 2005, Pages: 73
CHAPTER 1 EXECUTIVE SUMMARY 3
Introduction 3
The future decoded 3
The rules of coolness vary by age 3
Three consumer groups and three levels of cool 4
Three levels of coolness 4
Action points 5
CHAPTER 2 THE FUTURE DECODED 12
Introduction 12
The importance of cool in CPG 12
Definition of coolness 12
Coolness generates added value for companies 12
Coolness is important to consumers but it varies by category 13
Factors driving the rise in cool consumerism 21
Image consciousness among consumers is increasing 21
Seniors are still concerned with coolness 22
Rise in image and attitude branding 23
Defining coolness 25
The definition of coolness 25
Benefits to consumers of purchasing a “cool” product 27
Different types of coolness 29
CPGs don’t have to be exclusive to be cool 29
Three consumer groups and levels of cool 31
Opinion Formers 31
Adopters 33
Regulars 35
Three levels of cool 36
Levels of cool relate to the consumer groups 37
Gender differences influence coolness and viral marketing 39
Men and women differ in their perception of coolness 39
Women are more likely to share opinions about products 39
Cool brands are not necessarily eternally cool 40
Conclusion 42
Three consumer groups 43
Three levels of coolness 43
Brands are not necessarily eternally cool 44
CHAPTER 3 ACTION POINTS 45
Introduction 45
Adapt the strategy to fit brand image 45
Film is a powerful medium for communications 46
Brands sponsoring events must fit with the culture 50
Target Opinion Formers using blogs 54
Use appropriate celebrity endorsements to create coolness 55
Use a limited number of exclusive distribution channels initially 59
Use links with “cool” music to develop a cool brand image 61
Unique mainstream advertising can create a cool image 62
Exclusive cool brands need to avoid becoming static 65
Companies need to continuously update to maintain coolness 65
Avoid over diversifying into unrelated areas 67
Brands need to maintain authenticity 67
Maintain brand identity by adhering to the brand heritage 67
Avoid exclusive brands becoming too mainstream 68
Introduce sub-brands to maintain a cool image 69
CHAPTER 4 APPENDIX 70
Definitions 70
Research methodology 71
References 72
Industry Sources 72
Government Sources 72
News Sources 72
How to contact experts in your industry 73
LIST OF TABLES
Table 1: Three levels of coolness 5
Table 2: Dove’s “Real Beauty” campaign adopts an anti-model policy 25
Table 3: “Are there any CPGs that have effectively created a ‘cool’ image?”, US and Europe, 2004 29
Table 4: Number of Opinion Formers over 15 years (millions) in Europe and the US, 2004 – 2009 32
Table 5: Number of Adopters over 15 years (millions) in Europe and the US, 2004 – 2009 34
Table 6: Number of Regulars over 15 years (millions) in Europe and the US, 2004 – 2009 35
Table 7: Three levels of coolness 37
Table 8: Three levels of coolness 44
Table 9: Jack Daniel’s appears in the film “Man on Fire” (2004) 48
Table 10: Product placement examples in films 49
Table 11: Spider-Man 2 featured Dr Pepper in the US and Mirinda overseas, 2004 50
Table 12: The Sprite Urban Games creates a cool image for the brand among younger consumers 52
Table 13: The Reserve Brands Group (RBG) launched by Diageo 54
Table 14: Lucozade and Pepsi use celebrities that match with the brand values to create a “cool” image 57
Table 15: Firefly herbal drinks use images to portray style and authenticity 60
Table 16: Firefly uses a contemporary web site design to emphasize the brand’s image 61
Table 17: Interbrew altered the format of its traditional drink and redesigned the beer glass 67
Table 18: Coolness definitions 70
LIST OF FIGURES
Figure 1: “How important do you believe it is for consumers to be perceived as ‘cool’ by others?” 14
Figure 2: “To what extent do you agree that it has become increasingly important for CPGs to be perceived as cool by consumers?” 15
Figure 3: “How important is it that consumers perceive a product as cool in the following drinks categories?”, US and Europe, 2004 17
Figure 4: “How important is it that consumers perceive a product as cool in the following food categories?”, US and Europe, 2004 18
Figure 5: “How important is it that consumers perceive a product as cool in the following personal care categories?”, US and Europe, 2004 19
Figure 6: “How important do you believe coolness is to the following age categories?”, US and Europe, 2004 20
Figure 7: Queer Eye for the Straight Guy: bringing metrosexuality to the mainstream 22
Figure 8: The Blackspot Sneaker company is encouraging American consumers to “rethink cool”, 2004 24
Figure 9: “Do you agree that cool CPGs need to be lifestyle supporting?”, US and Europe, 2004 26
Figure 10: The connection between the three levels of cool and the three types of consumer 38
Figure 11: Impulse used young and stylish celebrities to improve the brand’s coolness 58
Figure 12: Coca-Cola product placement in “American Idol”, 2004 64
Figure 13: Moët & Chandon continue to update their image to remain relevant and maintain a cool image 66
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