How Cool Brands Stay Hot
Branding to Generation Y
by Joeri Van den Bergh, Mattias Behrer
This title was previously available on NetGalley and is now archived.
Buy on Amazon
Buy on BN.com
Buy on Bookshop.org
*This page contains affiliate links, so we may earn a small commission when you make a purchase through links on our site at no additional cost to you.
Send NetGalley books directly to your Kindle or Kindle app
1
To read on a Kindle or Kindle app, please add kindle@netgalley.com as an approved email address to receive files in your Amazon account. Click here for step-by-step instructions.
2
Also find your Kindle email address within your Amazon account, and enter it here.
Pub Date Mar 28 2013 | Archive Date Aug 02 2013
Description
Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. But what drives them and how do you develop the right brand strategies to reach this critical generation? How Cool Brands Stay Hot reveals what drives Generation Y and how to reach them.
The previous edition was voted Marketing Book of the Year 2011 by Expert Marketeer. Full of statistics and new case studies from a number of industries, this second edition features input from 18 interviews with global brand and marketing executives from companies such as Diesel, Heineken, MasterCard, BBC Worldwide, PepsiCo and eBay. It also includes new research from a 16 country study on Generation Y that highlights insights from 100 Millennials in 15 different cities. How Cool Brands Stay Hot helps brand managers and marketers re connect with the new generation of consumers by understanding their likes and dislikes, and provides creative ideas on how to position, develop and promote brands to the new consumer generation.
Advance Praise
Praise for the previous edition:
"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
"[S]everal 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
"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
"[S]everal 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
Available Editions
| EDITION | Other Format |
| ISBN | 9780749468040 |
| PRICE | $29.95 (USD) |
