You find the answer in the book with the same title. Generation Y (13-29 year olds) are the most marketing savvy and advertising 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 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.
You find 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.
Based on years of 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.
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.
More information about the two authers Joeri Van den Bergh and Mattias Behrer as well as the book on www.howcoolbrandsstayhot.com.
Hopefully the book is in the mail within few days. Am looking forward to give you our review.