How Cool Brands Stay Hot

by Van Den Bergh, Joeri; Behrer, Mattias; Kerkstoel, Gert

• ISBN13: 9780749462505
• ISBN10: 0749462507
• Format: Hardcover
• Copyright: 2011-03-28
• Publisher: Kogan Page Ltd

Summary

Generation Y are the most marketing-savvy and advertising-critical generation ever. Three times the size of Generation X, they have a much bigger impact on society and business. What drives them as consumers? How can marketers develop the right brand strategies to reach this generation? This book reveals what drives the consumer preferences of Generation Y. Based on new research, it provides insights into the consumer psychology and behavior of the generation also known as the "Millenials." It helps readers connect with the new generation of consumers by understanding their likes and dislikes, and how to make advertising, marketing, and branding relevant to them. How Cool Brands Stay Hot contains guidance and checklists for marketing plans and campaigns, as well as case studies of Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&M, and Levi's. It offers creative ideas on how to position, develop and promote brands to Gen Y consumers.

Table of Contents

List of figures	p. xi
List of tables	p. xii
Acknowledgements	p. xiii
Foreword	p. xv
Introduction	p. 1
Defining Generation Y	p. 5
X, Y, Z: three youth generations	p. 7
The ten commandments and seven deadly sins of Gen Y	p. 11
A cause without rebels: the new parent-child paradigm	p. 13
Insane in the brain: teenage neurology	p. 15
Stimulation junkies	p. 20
A fragmented world	p. 22
Crowd sourcing and co-creation	p. 25
A soap called 'ME': youth's new narcissism	p. 28
Millennial myths: debunking conceptions of Gen Y	p. 31
Conclusion	p. 38
Hot takeaways for cool brand builders	p. 40
Developing a brand model for the new consumer	p. 41
The power of word-of-mouth	p. 41
The research base: 5,000 brand stories can't be wrong	p. 43
The five success factors of Gen Y brands	p. 46
Two case studies on branding to Generation Y	p. 49
Conclusion	p. 54
Hot takeaways for cool brand builders	p. 55
What cool means to brands	p. 57
Gen Y's definition of 'cool'	p. 58
The magic cool formula	p. 63
Not all categories are equally cool	p. 66
How to make your brand cool	p. 73
Is Gen Y loyal to cool brands?	p. 76
How to find out what's cool	p. 87
Peter Pandemonium: adults' desire to stay young and cool	p. 93
Conclusion	p. 95
Hot takeaways for cool brand builders	p. 96
The real thing: brand authenticity	p. 97
The roots of real: why brand authenticity is the in thing	p. 99
True tales and crafted cult: how brands portray authenticity	p. 103
The first, the last, my everything: using indicators of origin	p. 107
Irony killed authenticity: Gen Y's perception of authentic claims	p. 111
How Gen Y values honesty	p. 116
Levi's translates authenticity to Gen Y	p. 119
Conclusion	p. 123
Hot takeaways for cool brand builders	p. 124
We all want unique brands	p. 125
How unique is your unique selling proposition?	p. 125
Brand DNA	p. 128
Love is a battlefield: identifying market drivers	p. 133
Brand mascots, somatic markers and memes	p. 136
Conclusion	p. 144
Hot takeaways for cool brand builders	p. 145
Self-identification with the brand	p. 147
Knowing me, knowing you: teens' identity construction	p. 149
A quest called tribe: teens' search for a fitting lifestyle	p. 155
A 3D mirror for everyone: mapping youth lifestyles	p. 158
No ID, no entrance: implications for brands	p. 165
From Avatar to YouTube: online identity construction	p. 174
Conclusion	p. 179
Hot takeaways for cool brand builders	p. 179
Happiness: Gen Y's adoration for branded emotions	p. 181
We think less than we think: the central role of emotions	p. 182
You're not the only one with mixed emotions: emotions related to brands	p. 185
How brands can tap into emotions	p. 189
Hijacks, hate and videotapes: when negative buzz takes over	p. 198
Don't worry, be happy: arousing happiness through experiences	p. 201
Magic moments: brands endorsing happy happenings	p. 209
Conclusion	p. 212
Hot takeaways for cool brand builders	p. 213
Conclusion	p. 215
A word from the research team	p. 219
The Staying Alive Foundation	p. 221
Notes	p. 223
Index	p. 243
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