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How Cool Brands Stay Hot, 3rd Edition

Book Description

Market to Generations Y and Z more effectively by learning how to remain a relevant, appealing brand in the eyes of the most sceptical generations.

Table of Contents

  1. Cover
  2. Praise for How Cool Brands Stay Hot
  3. Dedication
  4. Title Page
  5. Contents
  6. List of Figures
  7. List of Tables
  8. Foreword
  9. What’s new in this edition?
  10. Acknowledgements
  11. Introduction
  12. 01    Defining Generation Y
    1. X, Y, Z: what’s next?
    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
  13. 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
  14. 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
  15. 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. Chipotle Mexican Grill: cultivating fast food with integrity
    7. Conclusion
  16. 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
  17. 06    Self-identification with the brand
    1. A quest called tribe: teens’ search for a fitting lifestyle
    2. Getting closer to youth
    3. Global citizens with a local identity
    4. Gen Y’s favoured brand personalities
    5. Subcultures moving online: Reddit, Tumblr and fandoms
    6. Conclusion
  18. 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
  19. 08    Generation Z
    1. Is Gen Z ready for the world?
    2. The fully digitalized generation
    3. Generation Z’s influence on parents’ purchases
    4. The snappy generation
    5. Dreaming of a better world
    6. Gen Z entrepreneurs want to make it
    7. We are perfectly imperfect
  20. 09    Conclusion
  21. Appendix
  22. References
  23. Index
  24. Copyright