Joeri Van Den Bergh, Mattias Behrer

How Cool Brands Stay Hot

Branding to Generations y and Z

• Broschiertes Buch

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
• Artikelnr. des Verlages: 5774
• 3. Aufl.
• Seitenzahl: 312
• Erscheinungstermin: 1. März 2016
• Englisch
• Abmessung: 234mm x 156mm x 17mm
• Gewicht: 485g
• ISBN-13: 9780749477172
• ISBN-10: 0749477172
• Artikelnr.: 43890008

Autorenporträt

Joeri Van den Bergh is co-founder and managing partner of InSites Consulting where he focuses on marketing, branding, and advertising for youth. Prior to that, he was a senior research manager at Vlerick Leuven Gent Management School where he managed a team of marketing researchers. Mattias Behrer is CEO of Dentsu Aegis, Sweden, a multinational media and digital marketing communications company. 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 Behrer had different management positions at the international Marketing Department of H&M. He also worked as Global Brand Manager for DeLaval (Tetra Laval Group).

Inhaltsangabe

• • 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

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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

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