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HOW COOL BRANDS STAY HOTBEHRER M. VAN DEN BERGH J.wydawnictwo: KOGAN PAGE, 2013, wydanie IIcena netto: How Cool Brands Stay HotGeneration Y (16-32 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? This revised and updated 2nd edition of "How Cool Brands Stay Hot" reveals what drives Generation Y and how you can reach them. Based on five years of intensive new research, it provides insights into the consumer psychology and behaviour of "the Millennials". It will help you to connect with this new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them. Full of new case studies and interviews with global marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, BBC and many more, "How Cool Brands Stay Hot" provides you with creative ideas on how to position, develop and promote your brands to the new consumer generation. Winner of the 2012 Berry-AMA Book Prize for the best book in marketing. Winner of Expert Marketeer's Marketing Book of the Year 2011. "To win the consumer revolution, all brands should have the ambition to become a Lovemark. This book explains brilliantly how you can gain the love of Generation Y. A must-read for all generation Y marketers and for all brand marketers together, since Generation Y leads to all the other target groups as well." Kevin Roberts, CEO, Saatchi & Saatchi Worldwide "We continuously fuel our brands with fresh and creative views. How Cool Brands Stay Hot is a rich source of inspiration for anyone who wants to truly connect with young people." Renzo Rosso, Founder DIESEL "No challenge is more pressing for today's brands than successfully connecting with GenY. This book offers precious insights on doing just that." Ricardo Marques, Global Advertising Director Budweiser "How Cool Brands Stay Hot was a big success at our International Executive Summit. The book engaged our advisory board with relevant and actionable ideas." Alfredo Gangotena, CMO Mastercard Worldwide "This book offers a very structured approach to the subject making it very understandable and actionable. It has been a great help for us to establish a common understanding of the next generation of ABSOLUT fans." Franz Drack, Global Marketing Manager ABSOLUT Vodka "Valuable insights in one of the most relevant, most intangible and most illusive topics of our era." Mark van Iterson, Global Head of Design Heineken "How Cool Brands Stay Hot holds the best and most comprehensive perspective on Gen Y marketing and I regularly recommend it in lectures on Recruiting Gen Y." Christoph Fellinger, Talent Relationship & Recruiting Manager Beiersdorf "This book gives a refreshing insight how to address Gen Y with many interesting - how to do (or not) - examples. It showed, and reconfirmed, the power of branding instead of being too focused on the product. How Cool Brands Stay Hot covers a great knowledge how to communicate to youth, which supported us to fine-tune our branding strategy!" Renzo Moscou, Marketing Manager Yamaha Motor Europe "I especially found the analysis on authenticity very useful, it helped us fine-tune our communications on an important Pepsico brand." Sangeeta Gupta, Executive Vice President Consumer Strategy & Insights PEPSICO India "I am generally not a big fan of marketing books and particularly not when they touch so-called youth marketing. But this one was refreshing and informative, more observing and sharing a frame of thinking on the evolution of generations instead of an absolute theory on 'how to get after those young consumers'." Gert Kerkstoel, Investor and former Global Business Director, Nike SB "The 'R' from the CRUSH brand model has confirmed to us the importance of having a modern or attitudinal interpretation of authenticity in our marketing communications. It relates better to the current consumer climate as well as to specific Generation Y expectations. A lot of hot takeaways for cool brand builders in this book indeed." Dirk Van Kemseke, Global Marketplace Insights Manager, Levi Strauss & Co 288 pages, Paperback
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