Converse (Allstars) is the second coolest brand (64%). In the fashion retail sector Abercrombie & Fitch, Diesel and Levi’s are in a neck-and-neck race, with about 6 out of 10 youngsters labelling these brands as cool. Brands such as Nintendo (62%), Coca-Cola (60%), Sony (60%) and Samsung (55%) also continue to do well.

“Cool brands manage to use their clear DNA to continuously surprise youngsters with new campaigns, a new product or a new idea, “ says Joeri Van den Bergh, Gen Y expert at InSites Consulting and author of the book ‘How Cool Brands Stay Hot’.

“This regularly renewed approach is necessary in order to keep a hold of the attention of a generation of youth which is addicted to stimuli. Furthermore it is important to connect with people locally via their different passions and interests. Converse is a good example: they launch new designs every year, which are in line with fashion trends such as the current polka dots version.

"They link strongly with the main passion of youths: music. They do not only do so by collaborating with Gorillaz and the exclusive unique singles they bring out such as the new Mark Foster, Kimbra and A-Trak, but also by giving a chance to the youth themselves. Converse fans helped to save the London 100 Club, which now eagerly uses the brand to stay in touch locally with the youngsters. Apart from that the brand is also active in street art, e.g. by organizing the Emerging Artist Awards together with the popular magazine Dazed. And of course there always is the link with sports.”

These types of novelties and events also generate an increased level of ‘buzz’ about brands, which Van den Bergh says is indispensable if you want to get onto the youngsters’ radar. “Something which is not talked about amongst your close friends of which is not shared on your friends’ Facebook wall is not sufficiently important to youngsters. It’s their own way of dealing with the huge quantity of information they are confronted with.”

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