How Cool Brands Stay Hot: Branding to Generation Y [Hardcover]

Joeri Van den Bergh (Author), Mattias Behrer (Author)

Book Description

Publication Date: March 28, 2011

<DIV>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.

Editorial Reviews

Review

<DIV>
"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

Recommended by CEO Refresher!

How Cool Brands Stay Hot on Slideshare 

"...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

See an excerpt on the American Educational Foundation website!</div> --Various

From the Author

http://www.slideshare.net/HowCoolBrandsStayHot/how-cool-brands-stay-hot

See all Editorial Reviews

Product Details

• Hardcover: 272 pages
• Publisher: Kogan Page (March 28, 2011)
• Language: English
• ISBN-10: 0749462507
• ISBN-13: 978-0749462505
• Product Dimensions: 6.4 x 0.9 x 9.5 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #961,664 in Books (See Top 100 in Books)

More About the Author

Joeri Van den Bergh is the co-founder of InSites Consulting, a global 'new generation' research agency with offices in New York, London, Rotterdam and Ghent. His clients include global customers such as Heinz, Vodafone, Pepsico, MTV Networks, SONY, AB INBEV, Skype, Heineken and Coca Cola. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. As author and contributor to numerous journals and marketing & business books, he also lectures throughout the world on marketing topics.

Most Helpful Customer Reviews

4 of 4 people found the following review helpful

4.0 out of 5 stars Generation Y and the mystery of marketing to them... March 17, 2011

By Kermit

Format:Hardcover

As a professor, every week I stand in front of young students and attempt to address the Gen Y culture...a and how brands are trying to attract and hold their loyalty. Finally, a cogent and insightful book has arrived based on interviews with over 5000 Gen X'ers - chocked full of revelations and case studies that will make a great resource and text for those assigned to market their brands to this new breed of consumers.

Tightly written with examples of real world brand campaigns, this is a must read for anyone in the branding and marketing biz. Forget everything you know about the much researched and attended to "Gen X". That market has moved on to higher consuming ground. Meet the new breed of consumer ... with brand savvy and loyalty that is constantly on the margins of rejection. To deal successfully with this consumer group, you will need all the information you can garner..and, I contend, a copy of "How Cool Brands Stay Hot".

In a publishing field that is bulging with marketing volumes dedicated to everything from housewives to the uber-wealthy, this is the new kid on the block ... and you can't afford to pass it up. Substantiated data, real-world examples, input from the seminal leaders in their field and written for both pros and those who study trends and market movements... this is a timely and necessary resource.