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How Cool Brands Stay Hot [electronic resource] : Branding to Generation Y

By: Contributor(s): Material type: Computer fileComputer filePublisher number: 9780749468040Publication details: London : Kogan Page, 2013.Edition: 2nd edISBN:
  • 9780749468057
Subject(s): Genre/Form: Additional physical formats: Print version:: How Cool Brands Stay Hot : Branding to Generation YDDC classification:
  • 658.8/27 658.827
LOC classification:
  • HF5415.332.Y66 B47 2011
Online resources:
Contents:
Contents; List of figures; List of tables; Foreword; What's New in This Edition?; Acknowledgements; Joeri's words of thanks; Mattias's words of thanks; Introduction; 01 Defining Generation Y; X, Y, Z: three youth generations; The Millennial consumer in the United States; A cause without rebels: the new parent-child paradigm; Insane in the brain: teenage neurology; Stimulation junkies; A fragmented world; Crowd-sourcing and co-creation; A soap called 'ME': youth's new narcissism; Millennial myths: debunking conceptions of Gen Y; Conclusion; 02 Developing a brand model for the new consumer
A quest called tribe: teens' search for a fitting lifestyleA 3D mirror for everyone: mapping youth lifestyles; Global citizens with a national identity; No ID, no entrance: implications for brands; From Avatar to YouTube: online identity construction; Conclusion; 07 Happiness: Gen Y's adoration for branded emotions; We think less than we think: the central role of emotions; You're not the only one with mixed emotions: emotions related to brands; How brands can tap into emotions; Hijacks, hate and videotapes: when negative buzz takes over
Chapter 7 Happiness: Gen Y's adoration for branded emotions
Don't worry, be happy: arousing happiness through experiencesMagic moments: brand activation and the gamification of marketing; Magic spaces: pop-up stores; Coca-Cola's focus on happiness; Conclusion; 08 Conclusion; Appendix 1 A word from the research team; Appendix 2 The Staying Alive Foundation; Who we are; What we are about; References; Chapter 1 Defining Generation Y; Chapter 2 Developing a brand model for the new consumer; Chapter 3 What cool means to brands; Chapter 4 The real thing: brand authenticity; Chapter 5 We all want unique brands; Chapter 6 Self-identification with the brand
The power of word-of-mouthThe research base: 5,000 brand stories can't be wrong; The five success factors of Gen Y brands; CRUSH into practice: two case studies; Conclusion; 03 What cool means to brands; Gen Y's definition of 'cool'; The magic cool formula; Not all categories are equally cool; How to make your brand cool; Is Gen Y loyal to cool brands?; How to find out what's cool; Peter Pandemonium: adults' desire to stay young and cool; Conclusion; 04 The real thing: brand authenticity; The roots of real: why brand authenticity is the 'in' thing
True tales and crafted cult: how brands portray authenticityThe first, the last, my everything: using indicators of origin; Irony killed authenticity: Gen Y's perception of authentic claims; How Gen Y values honesty; Levi's translates authenticity to Gen Y; Conclusion; 05 We all want unique brands; How unique is your unique selling proposition?; Brand DNA; Love is a battlefield: identifying market drivers; Brand mascots, somatic markers and memes; Conclusion; 06 Self-identification with the brand; Knowing me, knowing you: teens' identity construction
Summary: 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? This revised and updated 2nd edition of 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'. Full of statistics and case studies incl
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Electronic Resource Electronic Resource UH Online Library Ebooks Not for loan
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Enhanced descriptions from Syndetics:

Description based upon print version of record.

Contents; List of figures; List of tables; Foreword; What's New in This Edition?; Acknowledgements; Joeri's words of thanks; Mattias's words of thanks; Introduction; 01 Defining Generation Y; X, Y, Z: three youth generations; The Millennial consumer in the United States; A cause without rebels: the new parent-child paradigm; Insane in the brain: teenage neurology; Stimulation junkies; A fragmented world; Crowd-sourcing and co-creation; A soap called 'ME': youth's new narcissism; Millennial myths: debunking conceptions of Gen Y; Conclusion; 02 Developing a brand model for the new consumer

A quest called tribe: teens' search for a fitting lifestyleA 3D mirror for everyone: mapping youth lifestyles; Global citizens with a national identity; No ID, no entrance: implications for brands; From Avatar to YouTube: online identity construction; Conclusion; 07 Happiness: Gen Y's adoration for branded emotions; We think less than we think: the central role of emotions; You're not the only one with mixed emotions: emotions related to brands; How brands can tap into emotions; Hijacks, hate and videotapes: when negative buzz takes over

Chapter 7 Happiness: Gen Y's adoration for branded emotions

Don't worry, be happy: arousing happiness through experiencesMagic moments: brand activation and the gamification of marketing; Magic spaces: pop-up stores; Coca-Cola's focus on happiness; Conclusion; 08 Conclusion; Appendix 1 A word from the research team; Appendix 2 The Staying Alive Foundation; Who we are; What we are about; References; Chapter 1 Defining Generation Y; Chapter 2 Developing a brand model for the new consumer; Chapter 3 What cool means to brands; Chapter 4 The real thing: brand authenticity; Chapter 5 We all want unique brands; Chapter 6 Self-identification with the brand

The power of word-of-mouthThe research base: 5,000 brand stories can't be wrong; The five success factors of Gen Y brands; CRUSH into practice: two case studies; Conclusion; 03 What cool means to brands; Gen Y's definition of 'cool'; The magic cool formula; Not all categories are equally cool; How to make your brand cool; Is Gen Y loyal to cool brands?; How to find out what's cool; Peter Pandemonium: adults' desire to stay young and cool; Conclusion; 04 The real thing: brand authenticity; The roots of real: why brand authenticity is the 'in' thing

True tales and crafted cult: how brands portray authenticityThe first, the last, my everything: using indicators of origin; Irony killed authenticity: Gen Y's perception of authentic claims; How Gen Y values honesty; Levi's translates authenticity to Gen Y; Conclusion; 05 We all want unique brands; How unique is your unique selling proposition?; Brand DNA; Love is a battlefield: identifying market drivers; Brand mascots, somatic markers and memes; Conclusion; 06 Self-identification with the brand; Knowing me, knowing you: teens' identity construction

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? This revised and updated 2nd edition of 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'. Full of statistics and case studies incl