How Cool Brands Stay Hot Branding to Generations Y and Z [Paperback]

While the first two editions ofHow Cool Brands Stay Hotfocused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z.  Using new market research to map and quantify the spending power of Generation Z, branding experts  Joeri Van den Bergh and Mattias Behrer provide hard evidence on the impact of this generation and suggest ways to market effectively to them.
 
The book reveals how Millennials think, feel, and behave, and discusses how recent developments such as the recession, mobile marketing and purchasing, and the adaptation and evolution of social media, have impacted Generation Y.  All the chapters offer new case studies and interviews, from companies such as H&M, Forever 21, and Converse, as well as updated facts, figures, and research. 
This book gives a fabulous deep dive in marketing and branding to Millennials. It is often said that the Millennials are more complex and don't follow easy, linear rules.How Cool Brands Stay Hotdefinitely reduces complexity and is a must-read for all of those who have to understand these target groups.
Van den Bergh and Behrer give an elaborate insightful view on how to reach generation Y and Z. A must-read for every marketing professional who wants to get a better understanding of young adults. We continuously fuel our brands with fresh and creative views.How Cool Brands Stay Hotis a rich source of inspiration for anyone who wants to truly connect with young people.
One of today's challenges is having too much access to too much information.Howl#²