INTRODUCTION
Over 65% of consumers consider it important to feel "cool" about their lifestyle, making it vital for marketers to know how and when to
add cool to their brands. This report gives essential insight into what really constitutes "cool": how it applies to different age groups,
what product attributes are required and what marketing messages and tactics are most effective.
SCOPE OF THE REPORT
- Consumer groups aspiring to similar cool lifestyles by age across the US, France, Germany, Italy, Netherlands, Spain, Sweden, UK, between 1997
& 2007
- Defines what constitutes coolness in food, drinks and personal care and how it can be credibly achieved
- Quantification of the number of "Opinion Formers" who set the trends in your category and advice on how to target them
- Unique insight from US and pan-European consumers as well as results of our US and European marketers opinion survey
REPORT HIGHLIGHTS
Coolness applies to many more consumers than just "youths". Coolness is not just about fads, and marketers are potentially missing out on
offering "cool" to the vast number of older, often more affluent consumers.
The importance of coolness varies by product category, but
marketers must not become "cool obsessed". While over a quarter of Americans and Europeans report using consumer packaged goods in order to
achieve "cool", cool alone cannot sustain a brand. Successful incorporation of cool with other product attributes is key.
While cool is
often associated with exclusivity, it is possible to offer "mainstream" cool. Brands seeking to establish and maintain such a position will
need clearly segmented brand strategies. This report shows how it can be achieved.
KEY REASONS TO BUY THIS REPORT
- Marketing strongly influences over 70% of consumers' perception of cool - gain insight into how to engineer cool and which segments to target
- Young consumers are spending more on purchasing cool products - find out what they seek and how to make your products appeal to them
- Coolness is often deemed indefinable - clarify an elusive concept and better understand how to integrate elements of coolness into your brand
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