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

Van Den Bergh, Joeri; Behrer, Mattias

Softcover

ISBN 10: 0749477172 ISBN 13: 9780749477172

Publisher: Kogan Page, 2016

Synopsis

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.

About this title

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 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, for whom he has provided research and advice on how to target the youth market. An author and contributor to numerous journals, he also lectures throughout the world on marketing topics.

Mattias Behrer is CEO, Dentsu Aegis, Sweden. 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 Mattias had different management positions at the international Marketing Department of H&M. He also worked as Global Brand Manager for DeLaval (Tetra Laval Group).

Edition details

• Publisher: Kogan Page
• Publication date: 2016
• Language: English
• ISBN 10: 0749477172
• ISBN 13: 9780749477172
• Binding: Paperback
• Edition number: 3
• Number of pages: 312