How Cool Brands Stay Hot, Joeri Van den Bergh
How Cool Brands Stay Hot, Joeri Van den Bergh
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How Cool Brands Stay Hot
Branding to Generations Y and Z

Author: Joeri Van den Bergh, Mattias Behrer

Narrator: Tim Paige

Unabridged: 10 hr 4 min

Format: Digital Audiobook (DRM Protected)

Published: 06/04/2019

Synopsis

While the first two editions of How Cool Brands Stay Hot focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z.  Using new market research to map and quantify the spending power of Generation Z, branding experts  Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them.The book reveals how Millennials think, feel, and behave, and discusses how recent developments such as the recession, mobile marketing and purchasing, and the adaptation and evolution of social media, have impacted Generation Y.  All the chapters offer new case studies and interviews, from companies such as H&M, Forever 21, and Converse, as well as updated facts, figures, and research. 

About Joeri Van den Bergh

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.

About Mattias Behrer

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).

Reviews

Goodreads review by Tibo on March 05, 2024

I think the CRUSH-principle still stands today, but the examples used are outdated.......more

Goodreads review by Sebastiano on July 01, 2020

Incredibly insightful......more

Goodreads review by Eustacia on May 07, 2013

In Japan and Singapore, we have this trend called "aging population". In other words, the biggest market is/is going to be the slightly older folks. Well, I hear in other parts of the world, it's different and that youngsters are the target market. This book is written to show people how exactly to......more

Goodreads review by Raluca on June 17, 2015

Innovative market research agency InSites Consulting has been studying Generation Y (roughly 13-to-25-year-olds, though definitions vary) and put out this book with their findings. And though I did enjoy the book, I'm not sure they needed to write it. The core of the book is the branding model the au......more

Goodreads review by Jake on August 06, 2012

Pretty decent, grounded synthesis of Gen Y's outlook and needs, built around their fairly credible 'CRUSH' model. Less obnoxious than your usual Millennial fare, which tends to wildly overstate the sophistication, creativity and ethical consumption of Gen Y consumers. It's better too for not sufferi......more

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