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How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand.
The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.
List of contents
- Chapter - 00: Introduction;
- Chapter - 01: Defining Generation Y;
- Chapter - 02: Developing a brand model for the new consumer;
- Chapter - 03: What cool means to brands;
- Chapter - 04: The real thing: brand authenticity;
- Chapter - 05: We all want unique brands;
- Chapter - 06: Self-identification with the brand;
- Chapter - 07: Happiness: Gen Y's adoration for branded emotions
About the author
Joeri Van den Bergh is the co-founder of InSites Consulting, a global 'new generation' research agency with offices in Belgium, the UK, France, Switzerland and the Netherlands. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever, and Coca Cola. Mattias Behrer is the SVP, General Manager of MTV North Europe & MTV International Property Marketing. Prior to this he spent seven years with retail giant H&M. Mattias has also worked as Global Brand Manager for DeLaval (TetraLaval Group) and is the co-author of a Swedish book about event marketing and the experience economy.
Report
"To win the consumer revolution, all brands should have the ambition to become a Lovemark. This book explains brilliantly how you can gain the love of Generation Y. A must-read for all generation Y marketers and for all brand marketers together, since Generation Y leads to all the other target groups as well." Kevin Roberts, CEO, Saatchi & Saatchi Worldwide
