Wow! eBook
How Cool Brands Stay Hot: Branding to Generation Y
Author(s): Joeri Van den Bergh (Author), Mattias Behrer (Author)
- Publisher: Kogan Page
- Publication Date: March 15, 2011
- Edition: 1st
- Language: English
- Print length: 272 pages
- ISBN-10: 0749462507
- ISBN-13: 9780749462505
Book Description
Generation Y are the most marketing-savvy and advertising-critical generation ever. Three times the size of Generation X, they have a much bigger impact on society and business. In How Cool Brands Stay Hot, Joeri Van den Bergh and Mattias Behrer address what drives Generation Y as consumers and how marketers can develop the right brand strategies to reach this generation of 16-33 year olds.
The authors’ insights on what drives the consumer preferences of this new “Dot-com” generation are based on interviews with 5,000 Generation Y consumers. This new research provides understanding of the consumer psychology and behavior of the generation also known as the “Millennials.” It helps marketers connect with the new generation of consumers by understanding their likes and dislikes, and guides them on advertising, marketing, and branding relevant to them.
How Cool Brands Stay Hot contains guidance and checklists for marketing plans and campaigns, as well as case studies of Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&M, and Levi’s. It offers creative and effective ideas on how to position, develop and promote brands to one of the largest and most influential generations of consumers today.Visit the website at
http://www.howcoolbrandsstayhot.com/Editorial Reviews
Review
Winner of the 2012 Berry-AMA Book Prize for the best book in marketing!
“This book explains brilliantly how you can gain the love of the Generation Y. A must-read for all generation Y marketers and for all brand marketers together, since Generation Y leads to all other target groups as well.” —
Kevin Roberts, CEO Saatchi & Saatchi Worldwide“A lot of hot takeaways for cool brand builders in this book” —
Dirk Van Kamseke, Global Marketplace Insights Manager, Levi Strauss & Co.“Case studies and interviews with global marketing executives of successful brands make this a winner for any college-level business library.” —
Midwest Book Review“The authors sum up the winning attributes of a hot youth brand with the acronym “CRUSH” (“Coolness; Realness; Uniqueness; Self-identification with the brand; and Happiness”). … Hot companies that get this include MTV, H&M, Nike, Levi Strauss, Cadbury, Mars, Apple, Sony, Nokia, and Red Bull.
Summing Up: Recommended. Upper-division undergraduate and graduate marketing students, faculty, and professionals/practitioners.” —CHOICE “…several years of research interviews with global marketing executives, and consumer behavior studies combine to give you ‘a timely and necessary resource’ for anyone in the marketing biz.” —Brandchannel.com “Nobody draws a sharper, more incisive and still warm, caring picture of how to reach Gen Y consumers.” —Dan Hill, President of Sensory Logic and author of Emotionomics and About FaceAbout the Author
Joeri Van den Bergh is co-founder and managing partner of InSites Consulting where he focuses on marketing, branding, and advertising for youth. Prior to that, he was a senior research manager at Vlerick Leuven Gent Management School where he managed a team of marketing researchers.
Mattias Behrer
is Senior Vice President of MTV North Europe, and prior to this he spent seven successful years with retail giant H&M, where he had various leading roles in global marketing and brand management.
