How Cool Brands Stay Hot: Branding to Generations Y and Z

by Joeri Van Den Bergh, Mattias Behrer

Overview

WINNER: Berry-AMA Book Award 2012 (1st edition)
WINNER: Expert Marketing Magazine's Marketing Book of the Year Award 2011 (1st edition)

How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering proven strategies to market to these groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact.

This fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.

Product Details

ISBN-13:	9780749477172
Publisher:	Kogan Page, Ltd.
Publication date:	04/26/2016
Edition description:	Third Edition
Pages:	312
Product dimensions:	6.00(w) x 9.00(h) x 0.80(d)

About the Author

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. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever and Coca-Cola.

Table of Contents

** Chapter - 01: Defining Generation Y; ** Chapter - 02: Developing a Brand Model for the New Consumer; ** Chapter - 03: What Cool Means to Brands; ** Chapter - 04: The Real Thing: Brand Authenticity; ** Chapter - 05: We All Want Unique Brands; ** Chapter - 06: Self-Identification with the Brand; ** Chapter - 07: Happiness: Gen Y’s Adoration for Branded Emotions; ** Chapter - 08: Who’s Next? Generation Z

Editorial Reviews

"Millennials - everybody is trying to understand them but very few get to both their hearts and brains. This is what Van den Bergh and Behrer do in this book, decoding young men and women who will lead the world in the coming future. For a generation famous for multitasking and lack of attention, the book helps brands in creating longer lasting bonds. The sneak peak on Gen Z is insightful too, as they are not 'younger Millennials' but a generation on its own. A great, insightful must-read."

Marcelo Amstalden Möller

"To win the consumer revolution, all brands should have the ambition to become a Lovemark. This book explains brilliantly how you can gain the love of Generation Y. A must-read for all Generation Y marketers and for brand marketers altogether, since Generation Y leads to all the other target groups as well."

Kevin Roberts

"A great book exemplifying and rationalizing critical changes to capture in our activities - well written and easy understood."

Paul Andersen

"Because generations shift and change constantly, books on the topic often gather dust. Not this one! Joeri and Mattias have kept their insights in sync with the times. That makes a nice and useful refresher for all of us marketers to read and live by. Why? Staying in sync with the times and with changing consumers is exactly what you need to drive growth and change for your brand."

Kurt Frenier

"This book gives a fabulous deep dive in marketing and branding to Millennials. It is often said that the Millennials are more complex and don't follow easy, linear rules. How Cool Brands Stay Hot definitely reduces complexity and is a must-read for all of those who have to understand these target groups."

Dr Alexander Linder

"It is easily taken for granted that a hot brand stays cool forever. You continue working with what was successful in the past until one day you have become irrelevant or 'the brand of my parents'. This book helps in such an impactful way to stay in touch with Millennials and offers plenty of concrete examples to apply to your brand instantly."

Anneleen Waterloos

"One of today's challenges is having too much access to too much information. How Cool Brands Stay Hot focused us on key things to know about Millennials and did a great job of illustrating these themes with current marketing and advertising examples to bring them to life."

Judith Oppenheim

"I am generally not a big fan of marketing books and particularly not when they touch so-called youth marketing. But this one was refreshing and informative, more observing and sharing a frame of thinking on the evolution of generations instead of an absolute theory on 'how to get after those young consumers'."

Gert Kerkstoel

"How Cool Brands Stay Hot shares a wealth of insight. At TOMS we are in business to improve lives and this mission allows us to build an emotional bond with customers and motivate employees, because they know they are shopping and working for a movement bigger than themselves. Connecting with consumers in an authentic way is essential in today's world."

Blake Mycoskie

"This and previous editions have been instrumental in bringing this generation to life for us. By introducing key elements of tangibility and insight, they're helping shape our shared journey, both as a world-class technology brand as well as a best-in-class employer brand for Gen Yers and beyond."

Anna Zanghi

"Van den Bergh and Behrer give an elaborate insightful view on how to reach generation Y and Z. A must-read for every marketing professional who wants to get a better understanding of young adults."

Jean-Jacques Velkeniers

"How Cool Brands Stay Hot holds the best and most comprehensive perspective on Generation Y marketing and I regularly recommend it in lectures on recruiting Generation Y."

Christophe Fellinger

"No challenge is more pressing for today's brands than successfully connecting with Generation Y. This book offers precious insights on doing just that."

Ricardo Marques

"We continuously fuel our brands with fresh and creative views. How Cool Brands Stay Hot is a rich source of inspiration for anyone who wants to truly connect with young people."

Renzo Rosso

"Knowing the consumer is vital to any business looking for a meaningful, long-term engagement. The addition of fresh insights into Gen Y with an eye-opening preview of Gen Z will help marketers keep pace with the digital generation."

Elizabeth Wolgemuth

"How Cool Brands Stay Hot is a great compass based on science and art, a source of inspiration for any leader on where to go next and what to do. Not only from a business perspective but even when you have younger teams or family troops to manage."

Anouk Lagae

"Well-written and well-documented, this is a must-read book for anyone connecting with Generations Y and Z. Once you start reading, you will not be able to put it down."

Marion De Bruyne

"One of today's challenges is having too much access to too much information. How Cool Brands Stay Hot focused us on key things to know about Millennials and did a great job of illustrating these themes with current marketing and advertising examples to bring them to life."

R/GA - Judith Oppenheim

"How Cool Brands Stay Hot holds the best and most comprehensive perspective on Generation Y marketing and I regularly recommend it in lectures on recruiting Generation Y."

Beiersdorf - Christophe Fellinger

"We continuously fuel our brands with fresh and creative views. How Cool Brands Stay Hot is a rich source of inspiration for anyone who wants to truly connect with young people."

United Nations MDG Global Leader - Renzo Rosso

"Knowing the consumer is vital to any business looking for a meaningful, long-term engagement. The addition of fresh insights into Gen Y with an eye-opening preview of Gen Z will help marketers keep pace with the digital generation."

MasterCard - Elizabeth Wolgemuth

"This book gives a fabulous deep dive in marketing and branding to Millennials. It is often said that the Millennials are more complex and don't follow easy, linear rules. How Cool Brands Stay Hot definitely reduces complexity and is a must-read for all of those who have to understand these target groups."

Swarovski - Dr Alexander Linder

"Well-written and well-documented, this is a must-read book for anyone connecting with Generations Y and Z. Once you start reading, you will not be able to put it down."

Dean of Vlerick Business School, and author of Customer Innovation - Marion De Bruyne

"Because generations shift and change constantly, books on the topic often gather dust. Not this one! Joeri and Mattias have kept their insights in sync with the times. That makes a nice and useful refresher for all of us marketers to read and live by. Why? Staying in sync with the times and with changing consumers is exactly what you need to drive growth and change for your brand."

PepsiCo Group - Kurt Frenier

"A great book exemplifying and rationalizing critical changes to capture in our activities - well written and easy understood."

Pepsi-Lipton Europe - Paul Andersen

"It is easily taken for granted that a hot brand stays cool forever. You continue working with what was successful in the past until one day you have become irrelevant or 'the brand of my parents'. This book helps in such an impactful way to stay in touch with Millennials and offers plenty of concrete examples to apply to your brand instantly."

IKEA - Anneleen Waterloos

"I am generally not a big fan of marketing books and particularly not when they touch so-called youth marketing. But this one was refreshing and informative, more observing and sharing a frame of thinking on the evolution of generations instead of an absolute theory on 'how to get after those young consumers'."

Nike SB - Gert Kerkstoel

"How Cool Brands Stay Hot shares a wealth of insight. At TOMS we are in business to improve lives and this mission allows us to build an emotional bond with customers and motivate employees, because they know they are shopping and working for a movement bigger than themselves. Connecting with consumers in an authentic way is essential in today's world."

TOMS - Blake Mycoskie

"Millennials - everybody is trying to understand them but very few get to both their hearts and brains. This is what Van den Bergh and Behrer do in this book, decoding young men and women who will lead the world in the coming future. For a generation famous for multitasking and lack of attention, the book helps brands in creating longer lasting bonds. The sneak peak on Gen Z is insightful too, as they are not 'younger Millennials' but a generation on its own. A great, insightful must-read."

HEINEKEN Group - Marcelo Amstalden Möller

"How Cool Brands Stay Hot is a great compass based on science and art, a source of inspiration for any leader on where to go next and what to do. Not only from a business perspective but even when you have younger teams or family troops to manage."

Duvel Moortgat - Anouk Lagae

"This and previous editions have been instrumental in bringing this generation to life for us. By introducing key elements of tangibility and insight, they're helping shape our shared journey, both as a world-class technology brand as well as a best-in-class employer brand for Gen Yers and beyond."

MasterCard - Anna Zanghi

"To win the consumer revolution, all brands should have the ambition to become a Lovemark. This book explains brilliantly how you can gain the love of Generation Y. A must-read for all Generation Y marketers and for brand marketers altogether, since Generation Y leads to all the other target groups as well."

Saatchi & Saatchi Worldwide - Kevin Roberts