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Adding Cool To Your Brand in 2005
Market Report, January 2005, 4556  €


Description

IntroductionConsumers are becoming more image conscious and are purchasing products that support their lifestyle to provide an aspired image.
A common marketing myth claims that coolness is only important in products such as clothing and shoes.
However, research has shown that the influence of coolness is spreading to the CPG sector and influencing consumers purchasing habits.ScopeA detailed analysis of how CPG products achieve a cool status within their target consumer groupIn-depth primary research covering senior industry figures to uncover the latest thinking and reveal emerging unmet needsExtensive discussion of best practice NPD and marketing campaigns that have successfully created and maintained a cool imagePractical actionable recommendations detailing how to effectively position a brand with respect to the market changesHighlightsCoolness has been traditionally associated with fashion products such as clothing and footwear; however, products such as Innocent Smoothies have shown that coolness also influences consumers' purchasing behavior in the CPG sector.
60% of industry respondents agree it has become increasingly important for CPGs to be perceived as cool by consumers.Coolness is a timeless need state; however, the perceptions of cool products vary by age.
To develop a cool image younger consumers imitate celebrities, Young Adults and Early Midlifers purchase products perceived to be unique, stylish and innovative while older consumers purchase products that are sophisticated, high quality and authentic.Attitude branding has become more important gained coolness as target audiences become increasingly frustrated and skeptical of the advertising claims made.
'Attitude branding' is about standing for something in consumers' eyes; it is about expressing values that are important to a consumer group, for example, Dove and the ``Real Beauty`` campaign.Reasons to PurchaseLearn how to create and maintain a cool brand image in the CPG sectorDiscover the latest NPD and marketing case studies to benchmark against and exploitUnderstand consumers' desire for cool CPGs and how their perception of coolness varies by age

Sommaire
 
TABLE OF CONTENTS
 
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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