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How Cool Brands Stay Hot

How Cool Brands Stay Hot
Branding to Generations y and Z
Mattias Behrer
Kogan Page
 Paperback
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Artikel-Nr:
9780749477172
Veröffentl:
2016
Einband:
Paperback
Erscheinungsdatum:
01.03.2016
Seiten:
312
Autor:
Mattias Behrer
Gewicht:
477 g
Format:
234x156x17 mm
Sprache:
Englisch
Beschreibung:

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. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever, and Coca Cola, for whom he has provided research and advice on how to target the youth market. An author and contributor to numerous journals, he also lectures throughout the world on marketing topics.Mattias Behrer is CEO, Dentsu Aegis, Sweden. 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 Mattias had different management positions at the international Marketing Department of H&M. He also worked as Global Brand Manager for DeLaval (Tetra Laval Group).

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.

Market to Generations Y and Z more effectively by learning how to remain a relevant, appealing brand in the eyes of the most sceptical generations.
Offers tools and guidance for developing brand strategies that effectively target Generations Y and Z, as well as a critical comparison of Generation X and Baby Boomers
    • 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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