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.