While the first two editions of How Cool Brands Stay Hot focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z. Using new market research to map and quantify the spending power of Generation Z, branding experts Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them.
The book reveals how Millennials think, feel, and behave, and discusses how recent developments such as the recession, mobile marketing and purchasing, and the adaptation and evolution of social media, have impacted Generation Y. All the chapters offer new case studies and interviews, from companies such as H&M, Forever 21, and Converse, as well as updated facts, figures, and research.
|Publisher:||Kogan Page, Ltd|
|Edition description:||Third Edition|
|Product dimensions:||6.00(w) x 9.00(h) x 0.80(d)|
About the Author
Joeri Van den Bergh is co-founder and managing partner of InSites Consulting where he focuses on marketing, branding, and advertising for youth. Prior to that, he was a senior research manager at Vlerick Leuven Gent Management School where he managed a team of marketing researchers.
Mattias Behrer is CEO of Dentsu Aegis, Sweden, a multinational media and digital marketing communications company. He previously worked for ten years with Viacom where he combined general management for Viacom’s portfolio of youth and entertainment brands in northern and central Europe with heading up MTV’s international consumer marketing and branding operations. Prior to this Behrer had different management positions at the international Marketing Department of H&M. He also worked as Global Brand Manager for DeLaval (Tetra Laval Group).
Table of Contents
List of Figures
List of Tables
What's new in this edition?
01 Defining Generation Y
X, Y, Z: what’s next?
The Millennial consumer in the United States
A cause without rebels: the new parent-child paradigm
Insane in the brain: teenage neurology
A fragmented world
Crowd-sourcing and co-creation
A soap called 'ME': youth’s new narcissism
Millennial myths: debunking conceptions of Gen Y
02 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
CRUSH into practice: two case studies
03 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: adults' desire to stay young and cool
04 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
Chipotle Mexican Grill: cultivating fast food with integrity
05 We all want unique brands
How unique is your unique selling proposition?
Love is a battlefield: identifying market drivers
Brand mascots, somatic markers and memes
06 Self-identification with the brand
A quest called tribe: teens' search for a fitting lifestyle
Getting closer to youth
Global citizens with a local identity
Gen Y's favoured brand personalities
Subcultures moving online: Reddit, Tumblr and fandoms
07 Happiness: Gen Y's adoration for branded emotions
We think less than 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: brand activation and the gamification of marketing
Magic spaces: pop-up stores
Coca-Cola’s focus on happiness
08 Generation Z
Is Gen Z ready for the world?
The fully digitalized generation
Generation Z's influence on parents' purchases
The snappy generation
Dreaming of a better world
Gen Z entrepreneurs want to make it
We are perfectly imperfect