The Book

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 this generation 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 five years of intensive new youth research by InSites Consulting, 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 case studies and interviews with global marketing executives of successful brands such as Jack & Jones, Nokia, H&M, Nike, Levis and Coca-Cola.

How Cool Brands Stay Hot recently won the the 2012 Berry-AMA Book Prize for best book in marketing (awarded by the American Marketing Association Foundation – AMAF) and the Marketing Book of the Year 2012 Award (awarded by Expert Marketer). A professional and international jury nominated it as one of the 10 best books of 2012. Afterwards 2.153 marketers from 85 countries voted it as best marketing book of that year. Find out more about the awards.

CRUSH Model

Based on years of youth research and practice with Generation Y we were able to define the 5 success factors of a youth brand, our CRUSH Branding model is the basis of the How Cool Brands Stay Hot book.

the model

Coolness: What does it mean to be a cool brand for this generation? How do you achieve a cool status and why should you bother?

Realness: Brand authenticity is a key aspect that discerns long-term wining brands from fads. With Generation Y, authenticity is attained in another way than the traditional approach of claiming origin, heritage or history.

Uniqueness: A clear positioning based on a sustainable brand DNA will increase impact among youngsters. This generation is craving for anchor brands in a fragmented world. But how do you assert uniqueness when most innovations are copied within a couple of months’ time?

Self-identification with the brand: Gen Y’ers will only feel emotionally connected with your brand when it feels like a friend to them. This implies that your brand should reflect their diverse lifestyles. A better understanding of their identity construction will make your brand fit in with youths’ lives while embracing diversity.

Happiness: Popular youth brands know how to leverage from positive emotions and avoid arousing negative ones.

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