How Cool Brands Stay Hot

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 boo [...]
Visa längre beskrivning

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.