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Informationen zum Autor 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. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever, and Coca Cola, for whom he has provided research and advice on how to target the youth market. An author and contributor to numerous journals, he also lectures throughout the world on marketing topics. Mattias Behrer is CEO, Dentsu Aegis, Sweden. He previously worked for ten years with Viacom where he combined general management for Viacom's portfolio of youth and entertainment brands in northern and central Europe with heading up MTV's international consumer marketing and branding operations. Prior to this Mattias had different management positions at the international Marketing Department of H&M. He also worked as Global Brand Manager for DeLaval (Tetra Laval Group). Klappentext While the first two editions of "How Cool Brands Stay Hot" focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z. Using new market research to map and quantify the spending power of Generation Z, branding experts Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them.Offers tools and guidance for developing brand strategies that effectively target Generations Y and Z, as well as a critical comparison of Generation X and Baby Boomers Zusammenfassung Market to Generations Y and Z more effectively by learning how to remain a relevant, appealing brand in the eyes of the most sceptical generations. Inhaltsverzeichnis List of FiguresList of TablesForewordWhat's new in this edition?AcknowledgementsIntroduction01 Defining Generation YX, Y, Z: what's next?The Millennial consumer in the United StatesA cause without rebels: the new parent-child paradigmInsane in the brain: teenage neurologyStimulation junkiesA fragmented worldCrowd-sourcing and co-creationA soap called 'ME': youth's new narcissismMillennial myths: debunking conceptions of Gen YConclusion02 Developing a brand model for the new consumerThe power of word-of-mouthThe research base: 5,000 brand stories can't be wrongThe five success factors of Gen Y brandsCRUSH into practice: two case studiesConclusion03 What cool means to brandsGen Y's definition of 'cool'The magic cool formulaNot all categories are equally coolHow to make your brand coolIs Gen Y loyal to cool brands?How to find out what's coolPeter Pandemonium: adults' desire to stay young and coolConclusion04 The real thing: brand authenticityThe roots of real: why brand authenticity is the 'in' thingTrue tales and crafted cult: how brands portray authenticityThe first, the last, my everything: using indicators of originIrony killed authenticity: Gen Y's perception of authentic claimsHow Gen Y values honestyChipotle Mexican Grill: cultivating fast food with integrityConclusion05 We all want unique brandsHow unique is your unique selling proposition?Brand DNALove is a battlefield: identifying market driversBrand mascots, somatic markers and memesConclusion06 Self-identification with the brandA quest called tribe: teens' search for a fitting lifestyleGetting closer to youthGlobal citizens with a local identityGen Y's favoured brand personalitiesSubcultures moving online: Reddit, Tumblr and fandomsConclusion07 Happiness: Gen Y's adoration for branded emotionsWe think less than we think: the central role of emotionsYou're not the only one with mixed emotions: emotions related to brandsHow brands can tap into emotionsHijacks, hate and videotapes: when negative buzz takes overDon't worry, be happy: arousing happiness through experiencesMagic mom...
