Checkout

Total items: 0

Subtotal excl delivery & tax: £
Menu
Search

How Cool Brands Stay Hot

Branding to Generations Y and Z

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.
    Paperback£19.99
    Ebook£16.66
    Print + ebook bundle£25.00
EAN: 9780749477172
Edition: 3
Published:
Paperback
Format: 233x155
312 pages
    About the book
    Table of contents
    Reviews
    Supporting resources

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.

About the authors

Joeri Van Den Bergh

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.

More about Joeri Van Den Bergh

Mattias Behrer

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).

More about Mattias Behrer

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

Related products