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How Cool Brands Stay Hot

How Cool Brands Stay Hot

Branding to Generations Y and Z

Joeri Van Den Bergh, Mattias Behrer

From £16.66

Market to Generations Y and Z more effectively by learning how to remain a relevant, appealing brand in the eyes of the most sceptical generations.

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About the book

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.

Previous editions of How Cool Brands Stay Hot have won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and the 2011 Expert Marketing Magazine's Marketing Book of the Year award. 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.

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


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, Founder and Chief Shoe Giver, TOMS

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, Founder and CEO of DIESEL and Only The Brave, United Nations MDG Global Leader

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, CEO, Saatchi & Saatchi Worldwide

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, Vice President GM Global Marketing, PepsiCo Group

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, SVP Global B2B Marketing, MasterCard

A great book exemplifying and rationalizing critical changes to capture in our activities - well written and easy understood.
Paul Andersen, Vice President, Pepsi-Lipton Europe

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, Chief Marketing Officer, Duvel Moortgat

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, Associate Professor in Marketing Strategy and Innovation, Dean of Vlerick Business School, and author of Customer Innovation

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, Vice President Corporate Brand, Consumer and Market Intelligence, Swarovski

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, VP Marketing Europe & Business Unit President Europe West, AB InBev

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, Global Head of Consumer & Business Intelligence, IKEA

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, Research Director, Insights & Planning, R/GA

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, Vice President Global Product, MasterCard

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, Head of Global CMI Innovation, HEINEKEN Group

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, Talent Relationship & Recruiting Manager, Beiersdorf

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, Partner GIMV, Investor and former Global Business Director, Nike SB

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, VP Marketing High End Imports, AB InBev

Book Details

  • EAN: 9780749477172
  • Edition: 3
  • Published: 3rd April 2016
  • Paperback
  • Format: 233x155
  • 312 pages

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.

Joeri Van Den Bergh

Mattias Behrer