Awards

• Winner of Berry/AMA Book Prize 2012
• Winner of Berry/AMA Book Prize 2012.

Overview

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 you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of 'the Millennials'. It will help you to re-connect with the new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them.Full of statistics and case studies including Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&M, and Levi's, How Cool Brands Stay Hot provides you with creative ideas on how to position, develop and promote your brands to the new consumer generation. Winner of the 2012 Berry-AMA Book Prize for the best book in marketing. Winner ofExpert Marketeer'sMarketing Book of the Year 2011. Twenty-five per cent of this book's net royalties will be donated to the Staying Alive Foundation - a global HIV/AIDS charity empowering young people. http://foundation.staying-alive.org

Full Product Details

9780749462505

Table of Contents

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 the other target groups as well. Kevin Roberts, CEO Saatchi & Saatchi Worldwide 20110201 A lot of hot takeaways for cool brand builders in this book. Dirk Van Kemseke, Global Marketplace Insights Manager Levi Strauss & Co 20110201

This book explains brilliantly how you can gain the love of generation Y. A must-read for all generation Y marketers and for all brand marketers together, since Generation Y leads to all the 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 Kemseke, Global Marketplace Insights Manager, Levi Strauss & Co. Nobody draws on a sharper, more incisive and still warm, caring picture of how to reach Gen Y consumers. Dan Hill, President of Sensory Logic Inc and author of Emotionomics and About Face A cool book on youth and brands and very relevant for my international marketing and branding practice. Peter Van Overstraeten, Global Marketing Manager Beck's & Hoegaarden at AB Inbev A brand today needs a strong DNA that is capable of constantly surprising youth with novelties to keep them interested while staying true to its legacy...How Cool Brands Stay Hot taps into these areas of tension that hold the key to success in youth markets. Joris Aperghis, CMO G-Star International

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 the other target groups as well. Kevin Roberts, CEO Saatchi & Saatchi Worldwide 20110201 A lot of hot takeaways for cool brand builders in this book. Dirk Van Kemseke, Global Marketplace Insights Manager Levi Strauss & Co 20110201

Author Information

Joeri Van den Bergh is the co-founder of InSites Consulting, a global 'new generation' research agency with offices in Belgium, the UK, France, Switzerland and the Netherlands. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever, and Coca Cola. Mattias Behrer is the SVP, General Manager of MTV North Europe & MTV International Property Marketing. Prior to this he spent seven years with retail giant H&M. Mattias has also worked as Global Brand Manager for DeLaval (TetraLaval Group) and is the co-author of a Swedish book about event marketing and the experience economy.

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