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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
"A lot of hot takeaways for cool brand builders in this book."
Dirk Van Kemseke, Global Marketplace Insights Manager, Levi Strauss & Co.
"Nobody draws 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
"If you get this book, you will certainly crush your competition!"
Gaetan Van Maldegem, Country Director Belux at The Coca-Cola Company
"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
Description: Generation Y (13-29 years old) 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 five years of intensive new research, it provides insights into the consumer psychology and behaviour of "the Millennials". It will help you to connect with this new generation of coonsumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them.
Full of case studies and inrterviews with global marketing executives of successful brands such as Jack & Jones, Nokia, H & M, Nike, Levis and Coca-Cola, How Cool Brands Stay Hot provides you with creative ideas on how to position, develop and promote your brands to the new consumer generation.
www.howcooibrandsstayhot.com
Contents: Introduction ¢ Part 1: Defining Generation Y ¢ X,Y,Z: three youth generations ¢ The ten commandments and seven deadly sins of Gen Y ¢ A cause without rebels: the new parent “ child paradigm ¢ Insane in the brain: teenage neurology ¢ Stimulation junkies ¢ A fragmented world ¢ Crowd sourcing and co-creation ¢ A soap called ˜ME`: youth`s new narcissism ¢ Millennial myths: debunking conceptions of Gen Y ¢ Conclusion ¢ Hot takeaways for cool brand builders ¢ Part 2: Developing a brand model for the new consumer ¢ The power of word-of-mouth ¢ The research base: 5,000 brand stories can`t be wrong ¢ The five success factors of Gen Y brands ¢ Two case studies on branding to Generation Y ¢ Conclusion ¢ Hot takeaways for cool brand builders ¢ Part3: What cool means to brands ¢ Gen Y`s definition of ˜cool` ¢ The magic cool formula ¢ Not all categories are equally cool ¢ How to make your brand cool ¢ Is Gen Y loyal to cool brands? ¢ How to find out what`s cool ¢ Peter Pandemonium: adult`s desire to stay young and cool ¢ Conclusion ¢ Hot takeaways for cool brand builders ¢ Part 4: The real thing: brand authenticity ¢ The roots of real : why brand authenticity is the in thing ¢ True tales and crafted cult: how brands portray authenticity ¢ The first, the last, my everything: using indicators of origin ¢ Irony killed authenticity: Gen Y`s perception of authentic claims ¢ How Gen Y values honesty ¢ Livi`s translates authenticity to Gen Y ¢ Conclusion ¢ Hot takeaways for cool brand builders ¢ Part 5: We all want unique brands ¢ How unique is your unique selling proposition? ¢ Brand DNA ¢ Love is a battlefield: identifying market drivers ¢ Brand mascots, somatic markers and memes ¢ Conclusion ¢ Hot takeaways for cool brand builders ¢ Part 6: Self-identification with the brand ¢ Knowing me, knowing you: teen`s identity construction ¢ A quest called tribe: teens` search for fitting lifestyle ¢ A 3D mirror for everyone: mapping youth lifestyles ¢ No ID, no entrance: implications for brands ¢ From Avatar to YouTube: online identity construction ¢ Conclusion ¢ Hot takeaways for cool brand builders ¢ Part 7: Happiness: Gen Y`s adoration for branded emotions ¢ We think less then we think: the central role of emotions ¢ You`re not the only one with mixed emotions: emotions related to brands ¢ How brands can tap into emotions ¢ Hijacks, hate and videotapes: when negative buzz takes over ¢ Don`t worry, be happy: arousing happiness through experiences ¢ Magic moments: brands endorsing happy happenings ¢ Conclusion ¢ Hot takeaways for cool brand builders ¢ Conclusion ¢ Appendix 1: A word from the research team ¢ Appendix 2: the staying Alive Foundation ¢ Notes ¢ Index
About the Authors: Joeri Van den Bergh is the co-founder of InSites Consulting, a global new generation research agency with offices in Belgium, the United Kingdom, 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, for whom he has provided research and advice on how to target the youth market. An author and conbtributor to numerous journals, he also lectures throughout the world on marketing topics
Mattias Behrer is the Senior Vice President, General Manager of MTV North Europe & MTV International Property Marketing. Mattias joined MTV Networtks in 2005 and prior to this he spent seven years with retail giant H & M, where he had various leading roles in global marketing and brand management. 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.
Target Audience: Brand Managers, Advertising Professionals, Students of Management
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice.
ISBN 9780749462505
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