How Cool Brands Stay Hot: Branding to Generation Y (Hardback)
  • How Cool Brands Stay Hot: Branding to Generation Y (Hardback)
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How Cool Brands Stay Hot: Branding to Generation Y (Hardback)

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£57.99
Hardback 288 Pages / Published: 03/01/2015
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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.

Publisher: Kogan Page Ltd
ISBN: 9780749476007
Number of pages: 288
Weight: 584 g
Dimensions: 240 x 163 x 21 mm
Edition: 2nd Revised edition


MEDIA REVIEWS
"Praise for the previous edition: "

"This book explains brilliantly how you can gain the love of the Generation Y. A must-read for all generation Y marketers and for all brand marketers together, since Generation Y leads to all other target groups as well." --Kevin Roberts, CEO Saatchi & Saatchi Worldwide

"A lot of hot takeaways for cool brand builders in this book" --Dirk Van Kamseke, Global Marketplace Insights Manager, Levi Strauss & Co.

"Case studies and interviews with global marketing executives of successful brands make this a winner for any college-level business library." --Midwest Book Review

"The authors sum up the winning attributes of a hot youth brand with the acronym 'CRUSH' (Coolness; Realness; Uniqueness; Self-identification with the brand; and Happiness)... Hot companies that get this include MTV, H&M, Nike, Levi Strauss, Cadbury, Mars, Apple, Sony, Nokia, and Red Bull. Summing Up: Recommended. Upper-division undergraduate and graduate marketing students, faculty, and professionals/practitioners." --CHOICE

."..several years of research interviews with global marketing executives, and consumer behavior studies combine to give you 'a timely and necessary resource' for anyone in the marketing biz." --Brandchannel.com

"Nobody draws a sharper, more incisive and still warm, caring picture of how to reach Gen Y consumers." --Dan Hill, President of Sensory Logic and author of Emotionomics and About Face


"Praise for the previous edition:
""This book explains brilliantly how you can gain the love of the Generation Y. A must-read for all generation Y marketers and for all brand marketers together, since Generation Y leads to all other target groups as well." --; Saatchi Worldwide--Kevin Roberts, CEO "Saatchi & Saatchi Worldwide ""
Praise for the previous edition:
"This book explains brilliantly how you can gain the love of the Generation Y. A must-read for all generation Y marketers and for all brand marketers together, since Generation Y leads to all other target groups as well." --; Saatchi Worldwide--Kevin Roberts, CEO "Saatchi & Saatchi Worldwide "

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