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How Cool Brands Stay Hot: Branding to Generation Y Hardcover – March 15, 2011

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Product Details

  • Hardcover: 272 pages
  • Publisher: Kogan Page (March 15, 2011)
  • Language: English
  • ISBN-10: 141284939X
  • ISBN-13: 978-0749462505
  • ASIN: 0749462507
  • Product Dimensions: 6.2 x 0.9 x 9.5 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 3.5 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #1,439,290 in Books (See Top 100 in Books)

Editorial Reviews


"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."

"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

From the Author

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.

Customer Reviews

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Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Kermit on March 17, 2011
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.
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By E David on January 14, 2014
Format: Hardcover Verified Purchase
This book has good information, but it is a difficult read. A little boring and repetitive. It covers a lot of information about generations and understanding how they purchase.
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