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16 | <strong>InPrint</strong> 23 | The Coolness Factors The Coolness Factors Casual, cheeky, individual: for young people, a brand is desirable if it appeals to their own attitude towards life. Design and a strong brand image are two more factors for success. The brands Converse, babe Young Care and Sony Ericsson show how you can perfectly communicate these three properties. The moment that brought the shoe brand Converse into the race was exactly 100 years ago. In 1908, the company was founded in Massachusetts, USA and produced the basketball shoe “Chuck Taylor All Star” just a little bit later. With over 600 million pairs sold, it is the most successful foot cladding in fashion history, even through the smell of sweat and a waddling gait are inextricably connected with it. In the 1950s, the “Chuck” was already the everyday shoe of the American youth, and the following generations of hippies, punks and skaters were also happy to follow in their footsteps. The fact that the canvas shoe with the star became world-famous has less to do with its quality and more to do with its easy-going, rebellious image. This was consistently looked after when Converse bottomed out at the end of the 1990s and was taken over by Nike. The strategy focuses on lifestyle, design and brand strength and comes out in the outerwear and accessories in the same way as in its shoes. Converse communicates using billboard advertising, TV spots and its online presence, which makes virtual shoe design possible. The core of the target group are young people aged between 14 and 23 but older and younger alike also like to wear these shoes. Celebrating the sense of us: babe Young Care As far back as the 1960s, mothers relied on the pink metal pot by the babe brand. Originally, the cream by Johnson & Johnson was developed especially for infants. In the 1980s, the first products for adolescent skin appeared. Babe Young Care recommended itself as simple care at a reasonable price. Young, optimistic, cheeky – it hits the attitude towards life of the target group perfectly, even today. 97 percent of German women aged between 14 and 29 know the brand. It is number 1 among 11 to 16 year olds and number 2 among 17 to 24 year olds. Babe Young Care is so well received because the brand acts as a friend to the female consumers. A main component of the communication is the “babe shared accommodation”. Four girls live together, have fun, share their problems and celebrate the sense of unity of being friends. And of course, they take care of their skin using babe products. The shared accommodation newsletter, comics, games and a relaxing magazine with daily updated tips provide the viewer with the feeling of sharing in the life of these girls. A clever media mix (TV, internet, print, advertorials, mobile marketing, consumer promotion, PR) make sure that no one ever misses the launch of a new product.
The Coolness Factors | <strong>InPrint</strong> 23 | 17 Falling on open ears: Sony Ericsson It is not exactly evidence of modesty when Sony Ericsson stated its aim of wanting to become the most attractive and most innovative global brand in the mobile communication industry. However, it is not unrealistic as the company focuses on an essential component of youth culture: music. The image of the “bobbing” boy, who would otherwise flat out refuse to dance, is mainly due to the Walkman mobile of the company. “Mobile Music” is Sony Ericsson‘s strategy for the target group of music enthusiasts and technically-minded young people. The communication runs mainly through TV, sports events and the internet. The cooperation with German TV channel Pro7 is especially high-profile together with the company’s sponsoring of “Deutschland sucht den Superstar 2008” (Germany’s version of “Pop Idol”). The website offers a number of service tools and a high-quality range of products for technophiles (“Cyber Shot” camera phones, “Storyteller slide show”). The logo is integrated into slogans with a high-level of brand recognition. The Consumer Culture Effect These three factors make brands successful: 1. Lifestyle Many products are bought by young people in order to be with the “in” crowd. Identification takes place through the attitude to life that the brand expresses. Accordingly, the flair of the product is the central element of the communication. Lifestyle is a core value of the appeal. The shoes, the skin care, the mobile (the sofa, the cupboard ...) are an expression of your own personality and a chance to “stage manage” yourself. 2. Brand Brand is a fundamental criterion in the decision to purchase if it is recognized. Brand awareness is supported by interesting communication. Brands provide security, are a “trusted companion.” 3. Design Young design is a distinguishing feature in comparison to other age groups and social groups. It is a supporting element of the factors of lifestyle and status. Design is an expression of individuality. Design is an important element that must adapt to the other factors. Using design, an object becomes “cool” and an expression of your individuality.
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