Joeri Van Den Bergh, Mattias Behrer

How Cool Brands Stay Hot (eBook, ePUB)

Branding to Generations Y and Z

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 312
• Erscheinungstermin: 3. April 2016
• Englisch
• ISBN-13: 9780749477219
• Artikelnr.: 44870442

Autorenporträt

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. Mattias Behrer is the SVP, General Manager of MTV North Europe & MTV International Property Marketing. Prior to this he spent seven years with retail giant H&M. He has also worked as Global Brand Manager for DeLaval (TetraLaval Group) and is the co-author of a book in Swedish about event marketing and the experience economy.

Inhaltsangabe

Chapter - 00: Introduction;
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

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• • 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

Rezensionen

"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