"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 Face