How cool brands stay hot : branding to Generation Y and Z / Joeri Van den Bergh and Mattias Behrer ; with a foreword by Patrick De Maeseneire.

Format:

Book

Author/Creator:

Bergh, Joeri van den, 1971- author.

Behrer, Mattias, author.

Contributor:

Maeseneire, Patrick de, writer of foreword.

Language:

English

Subjects (All):

Young consumers.

Young adult consumers.

Generation Y.

Target marketing.

Product management.

Consumer behavior.

Physical Description:

1 online resource (312 p.)

Edition:

3rd ed.

Place of Publication:

London, England ; Philadelphia, Pennsylvania ; New Delhi, India : Kogan Page, 2016.

Language Note:

English

Summary:

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.

Contents:

Contents; List of Figures; List of Tables; Foreword; What's New in This Edition?; Acknowledgements; Introduction; 01 Defining Generation Y; X, Y, Z: what's next?; The Millennial consumer in the United States; A cause without rebels: the new parent-child paradigm; Insane in the brain: teenage neurology; Stimulation junkies; A fragmented world; Crowd-sourcing and co-creation; A soap called 'ME': youth's new narcissism; Millennial myths: debunking conceptions of Gen Y; Conclusion; 02 Developing a brand model for the new consumer; The power of word-of-mouth

The research base: 5,000 brand stories can't be wrongThe five success factors of Gen Y brands; CRUSH into practice: two case studies; Conclusion; 03 What cool means to brands; Gen Y's definition of 'cool'; The magic cool formula; Not all categories are equally cool; How to make your brand cool; Is Gen Y loyal to cool brands?; How to find out what's cool; Peter Pandemonium: adults' desire to stay young and cool; Conclusion; 04 The real thing: brand authenticity; The roots of real: why brand authenticity is the 'in' thing; True tales and crafted cult: how brands portray authenticity

The first, the last, my everything: using indicators of originIrony killed authenticity: Gen Y's perception of authentic claims; How Gen Y values honesty; Chipotle Mexican Grill: cultivating fast food with integrity; Conclusion; 05 We all want unique brands; How unique is your unique selling proposition?; Brand DNA; Love is a battlefield: identifying market drivers; Brand mascots, somatic markers and memes; Conclusion; 06 Self-identification with the brand; A quest called tribe: teens' search for a fitting lifestyle; Getting closer to youth; Global citizens with a local identity

Gen Y's favoured brand personalitiesSubcultures moving online: Reddit, Tumblr and fandoms; Conclusion; 07 Happiness: Gen Y's adoration for branded emotions; We think less than we think: the central role of emotions; You're not the only one with mixedemotions: emotions related to brands; How brands can tap into emotions; Hijacks, hate and videotapes: when negative buzz takes over; Don't worry, be happy: arousing happiness through experiences; Magic moments: brand activation and the gamification of marketing; Magic spaces: pop-up stores; Coca-Cola's focus on happiness; Conclusion

08 Generation Z Is Gen Z ready for the world?; The fully digitalized generation; Generation Z's influence on parents' purchases; The snappy generation; Dreaming of a better world; Gen Z entrepreneurs want to make it; We are perfectly imperfect; 09 Conclusion; Appendix; References; Index; Contents; List of Figures; Foreword; What's New in This Edition?; Acknowledgements; Introduction; 01 Defining Generation Y; X, Y, Z: what's next?; The Millennial consumer in the United States; A cause without rebels: the new parent-child paradigm; Insane in the brain: teenage neurology; Stimulation junkies

A fragmented world

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9780749477219

0749477210

OCLC:

945735600