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How Cool Brands Stay Hot, 2nd Edition

Book Description

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 including Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&M, and Levi's, How Cool Brands Stay Hot provides you with creative ideas on how to position, develop and promote your brands to the new consumer generation.

Table of Contents

  1. Cover page
  2. Praise for How Cool Brands Stay Hot
  3. Title page
  4. Imprint
  5. Dedication
  6. Table of contents
  7. List of figures
  8. List of tables
  9. Foreword
  10. What’s new in this edition?
  11. Acknowledgements
    1. Joeri’s words of thanks
    2. Mattias’s words of thanks
  12. Introduction
  13. 01 Defining Generation Y
    1. X, Y, Z: three youth generations
    2. The Millennial consumer in the United States
    3. A cause without rebels: the new parent–child paradigm
    4. Insane in the brain: teenage neurology
    5. Stimulation junkies
    6. A fragmented world
    7. Crowd-sourcing and co-creation
    8. A soap called ‘ME’: youth’s new narcissism
    9. Millennial myths: debunking conceptions of Gen Y
    10. Conclusion
  14. 02 Developing a brand model for the new consumer
    1. The power of word-of-mouth
    2. The research base: 5,000 brand stories can’t be wrong
    3. The five success factors of Gen Y brands
    4. CRUSH into practice: two case studies
    5. Conclusion
  15. 03 What cool means to brands
    1. Gen Y’s definition of ‘cool’
    2. The magic cool formula
    3. Not all categories are equally cool
    4. How to make your brand cool
    5. Is Gen Y loyal to cool brands?
    6. How to find out what’s cool
    7. Peter Pandemonium: adults’ desire to stay young and cool
    8. Conclusion
  16. 04 The real thing: brand authenticity
    1. The roots of real: why brand authenticity is the ‘in’ thing
    2. True tales and crafted cult: how brands portray authenticity
    3. The first, the last, my everything: using indicators of origin
    4. Irony killed authenticity: Gen Y’s perception of authentic claims
    5. How Gen Y values honesty
    6. Levi’s translates authenticity to Gen Y
    7. Conclusion
  17. 05 We all want unique brands
    1. How unique is your unique selling proposition?
    2. Brand DNA
    3. Love is a battlefield: identifying market drivers
    4. Brand mascots, somatic markers and memes
    5. Conclusion
  18. 06 Self-identification with the brand
    1. Knowing me, knowing you: teens’ identity construction
    2. A quest called tribe: teens’ search for a fitting lifestyle
    3. A 3D mirror for everyone: mapping youth lifestyles
    4. Global citizens with a national identity
    5. No ID, no entrance: implications for brands
    6. From Avatar to YouTube: online identity construction
    7. Conclusion
  19. 07 Happiness: Gen Y’s adoration for branded emotions
    1. We think less than we think: the central role of emotions
    2. You’re not the only one with mixed emotions: emotions related to brands
    3. How brands can tap into emotions
    4. Hijacks, hate and videotapes: when negative buzz takes over
    5. Don’t worry, be happy: arousing happiness through experiences
    6. Magic moments: brand activation and the gamification of marketing
    7. Magic spaces: pop-up stores
    8. Coca-Cola’s focus on happiness
    9. Conclusion
  20. Conclusion
  21. Appendix 1 A word from the research team
  22. Appendix 2 The Staying Alive Foundation
    1. Who we are
    2. What we are about
  23. References
    1. Chapter 1 Defining Generation Y
    2. Chapter 4 The real thing: brand authenticity
    3. Chapter 5 We all want unique brands
  24. Index
  25. Full imprint