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

by Joeri Van Den Bergh, Mattias Behrer

Berry-AMA Book Award 2012 (1st edition) 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.

Genres: Nonfiction, Business

305 pages, Kindle Edition

Published April 3, 2016

Reviews

[Mariam Majdoline]

How Cool Brands Stay Hot is a rich source of inspiration for anyone who wants to truly connect with youngsters ♡ In other words, this book will suggest ways to successfully market to Generation Y&Z:ers.

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 & Z. A must-read for all marketers.

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.

The authors mix together current thinking about what makes Generation Y and Z:ers think, feel and behave and considers how changes to society, technology and business have impacted matters. Add in a few case studies and interviews and you have a very compelling, engaging and - dare one say it – essential read.

It is written in a clear, accessible and focussed style that draws you in & It offers a comprehensive and considerate look at the sector and can both fill-up and build-on existing knowledge.

[Kevin Rades]

A great book to get an overview on the generations' behavior and methods how brands can interact with their customers and get their longterm loyalty.

Marketers from cool brands should read this book to be up to date.

[Sadie-Jane Huff]

coming soon

[Tanya Petrova]

The book sounds repetitive after the two others I've read on the topic, and there are too many examples.

[Zee Monodee]

Good information throughout, though the book does read heavy and clunky at times, very much dry-textbook type.

[Fahrettin Perçin]

It's a good book. I liked it. It points out fundamental things for a brand to stay alive in this generation. However, not every piece of advice is true for every country. For instance, Z generation is said to be open to new ideas and much more tolerant. In Turkey, that's not the case.

[Len]

This book had some useful information throughout.