Joeri Van Den Bergh, Mattias Behrer

How Cool Brands Stay Hot

Branding to Generation Y

• Gebundenes Buch

Produktbeschreibung

How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand. The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 288
• Erscheinungstermin: 1. November 2014
• Englisch
• Abmessung: 240mm x 161mm x 20mm
• Gewicht: 601g
• ISBN-13: 9780749476007
• ISBN-10: 0749476001
• Artikelnr.: 41782327

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