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How Cool Brands Stay Hot: Branding to Generation Y

How Cool Brands Stay Hot: Branding to Generation Y

by JoeriVanDenBergh (Author), Mattias Behrer (Author)

  • Used

    Paperback 2013

    $3.47
Synopsis

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.

$3.47

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More Information

Format: Paperback
 Pages: 288
 Edition: 2
 Publisher: Kogan Page
Published: 03 Mar 2013
ISBN 10: 0749468041
ISBN 13: 9780749468040
Book Overview: Provides insights into the consumer psychology and behaviour of 'the Millennials' Helps readers connect with this new generation of consumers by explaining their likes and dislikes, and how to make advertising, marketing and branding relevant to them Includes new research from a 16-country study on Generation Y that highlights insights from 100 Millennials in 15 different cities

Media Reviews
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 We continuously fuel our brands with fresh and creative views. How Cool Brands Stay Hot is a rich source of inspiration for anyone who wants to truly connect with young people. Renzo Rosso, Founder DIESEL No challenge is more pressing for today's brands than successfully connecting with GenY. This book offers precious insights on doing just that. Ricardo Marques, Global Advertising Director Budweiser How Cool Brands Stay Hot was a big success at our International Executive Summit. The book engaged our advisory board with relevant and actionable ideas. Alfredo Gangotena, CMO Mastercard Worldwide This book offers a very structured approach to the subject making it very understandable and actionable. It has been a great help for us to establish a common understanding of the next generation of ABSOLUT fans. Franz Drack, Global Marketing Manager ABSOLUT Vodka Valuable insights in one of the most relevant, most intangible and most illusive topics of our era. Mark van Iterson, Global Head of Design Heineken How Cool Brands Stay Hot holds the best and most comprehensive perspective on Gen Y marketing and I regularly recommend it in lectures on Recruiting Gen Y. Christoph Fellinger, Talent Relationship & Recruiting Manager Beiersdorf This book gives a refreshing insight how to address Gen Y with many interesting - how to do (or not) - examples. It showed, and reconfirmed, the power of branding instead of being too focused on the product. How Cool Brands Stay Hot covers a great knowledge how to communicate to youth, which supported us to fine-tune our branding strategy! Renzo Moscou, Marketing Manager Yamaha Motor Europe I especially found the analysis on authenticity very useful, it helped us fine-tune our communications on an important Pepsico brand. Sangeeta Gupta, Executive Vice President Consumer Strategy & Insights PEPSICO India I am generally not a big fan of marketing books and particularly not when they touch so-called youth marketing. But this one was refreshing and informative, more observing and sharing a frame of thinking on the evolution of generations instead of an absolute theory on 'how to get after those young consumers'. Gert Kerkstoel, Investor and former Global Business Director, Nike SB The 'R' from the CRUSH brand model has confirmed to us the importance of having a modern or attitudinal interpretation of authenticity in our marketing communications. It relates better to the current consumer climate as well as to specific Generation Y expectations. A lot of hot takeaways for cool brand builders in this book indeed. Dirk Van Kemseke, Global Marketplace Insights Manager, Levi Strauss & Co
Author Bio
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. He has also worked as Global Brand Manager for DeLaval (TetraLaval Group) and is the co-author of a book in Swedish about event marketing and the experience economy.