商品簡介
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 to reach them.
The previous edition was voted Marketing Book of the Year 2011 by Expert Marketeer and was Winner of the 2012 Berry-AMA for Best Book in Marketing. Full of statistics and new case studies from a number of industries, this second edition features input from 18 interviews with global brand and marketing executives from companies such as Diesel, Heineken, MasterCard, BBC Worldwide, PepsiCo and eBay. It also includes new research from a 16 country study on Generation Y that highlights insights from 100 Millennials in 15 different cities. How Cool Brands Stay Hot helps brand managers and marketers re connect with the new generation of consumers by understanding their likes and dislikes, and provides creative ideas on how to position, develop and promote brands to the new consumer generation.
作者簡介
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 Senior Vice President of MTV North Europe, and prior to this he spent seven successful years with retail giant H&M, where he had various leading roles in global marketing and brand management.
