How Cool Brands Stay Hot: Branding to Generation Y

Enhanced descriptions from Syndetics:

Generation Y (13-29 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? How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on important new research, it provides insights into the consumer psychology and behaviour of 'the Millennials'. It will help you to re-connect with the 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 statistics and case studies including Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&M, and Levi's, 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 ofExpert Marketeer'sMarketing Book of the Year 2011.Twenty-five per cent of this book's net royalties will be donated to the Staying Alive Foundation - a global HIV/AIDS charity empowering young people.http://foundation.staying-alive.org

Table of contents provided by Syndetics

• List of figures (p. xi)
• List of tables (p. xii)
• Acknowledgements (p. xiii)
• Foreword (p. xv)
• Introduction (p. 1)
• 01 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)
• 02 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)
• 03 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)
• 04 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)
• 05 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)
• 06 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)
• 07 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)
• Appendix 1 A word from the research team (p. 219)
• Appendix 2 The Staying Alive Foundation (p. 221)
• Notes (p. 223)
• Index (p. 243)

Reviews provided by Syndetics

CHOICE Review

Bergh and Behrer draw on their collective brand management experience with MTV, H&M, and other youth-oriented marketers to explain what drives Generation Y (teens and twenty-somethings). Also known as the millennials and Generation Next, consumers in this segment do not just do what advertisers tell them. Instead, they rely on the collective wisdom of their peers, and get their buying cues from social networking. Whereas television ads used to effectively get brand messages out, it now takes more than that--Facebook, YouTube, Twitter, other Web sites, and a commitment to the environment. 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"). Generation Y consumers want to build relationships with the brands they buy, i.e., to engage in dialogues, rather than listen to monologues. This means companies need to give up some control of their messages and let consumers help shape the brand's image and even the product itself. 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. P. G. Kishel Cypress College