Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. But what drives them and how do you develop the right brand strategies to reach this critical generation? How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of 'the Millennials'. It will help you to re-connect with the new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them. Full of statistics and case studies including Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&M, and Levi's, How Cool Brands Stay Hot provides you with creative ideas on how to position, develop and promote your brands to the new consumer generation. Winner of the 2012 Berry-AMA Book Prize for the best book in marketing. Winner of expert Marketeer's Marketing Book of the Year 2011. Twenty-five per cent of this book's net royalties will be donated to the Staying Alive Foundation - a global HIV/AIDS charity empowering young people.
| ISBN | 0749462507 | | Pages | 272 | | ISBN13 | 9780749462505
(What's this?) | | Weight (grammes) | 607 | | Publisher | Kogan Page Ltd | | Published in | London | | Imprint | Kogan Page Ltd | | Height (mm) | 241 | | Format | Hardback | | Width (mm) | 163 | | Publication date | 03 Feb 2011 | | Spine width (mm) | 22 | | DEWEY | 658.827 | | Academic level | Professional / Scholarly | | DEWEY edition | DC22 | |
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This book explains brilliantly how you can gain the love of the Generation Y. A must read for all generation Y marketers and for all brand marketers together, since Generation Y leads to all the other target groups as well. Kevin Roberts, CEO Saatchi & Saatchi Worldwide 20110201 A lot of hot takeaways for cool brand builders in this book. Dirk Van Kemseke, Global Marketplace Insights Manager Levi Strauss & Co 20110201 Voted Marketing Book of the Year 2011 Expert Marketeer
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