Cambridge Business Association
How Cool Brands Stay Hot
Book

How Cool Brands Stay Hot

Branding to Generations Y and Z

Joeri Van den Bergh and Mattias Behrer
Kogan Page, 2016
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Editorial Rating

8

Qualities

  • Innovative
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Recommendation

Marketing executives Joeri Van den Bergh and Mattias Behrer conducted quantitative and qualitative research on generation Y and generation Z consumers to learn how to entice their vast numbers to buy your products and services. They reveal their findings in this third edition of their popular book. Gen Yers, or millennials, are the trendsetting influential cohort born between 1980 and 1996, and the members of gen Z (born after 1996) are their successors. Especially now that more than 50% of people in the world are younger than age 30, these consumers represent the future of marketing. They control a global youth-market consumer base that accounts for an estimated $200 billion in annual purchasing power. getAbstract recommends this astute, practical manual to all marketers. Here’s how to get your share.

Summary

Generation Y

Born between 1980 and 1996, gen Yers, also known as millennials, constitute an important worldwide demographic because of their huge numbers, purchasing power and outsized influence on other generations. Pay attention to what they buy and why they buy it. Their purchasing patterns reveal a specific mind-set. To understand potential gen Y consumers, consider these general characteristics:

  • They use the Internet and technology to communicate with their peers and to stay in constant touch with their friends.
  • They like to rate products online and trust only their peers’ opinions.
  • They are cynical about brands and rely on social networks to investigate them.
  • They prefer brands with “Facebook pages and mobile websites.”
  • They value “speed, ease, efficiency and convenience in all of their transactions.”
  • They identify with “cause marketing” and respond to “ethical, green and charity issues.”
  • They are hooked on being stimulated.

“CRUSH”

Extensive research found five primary characteristics – summarized by the acronym CRUSH – that define the brands that generation Y consumers love:

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About the Authors

Joeri Van den Bergh, co-founder and managing partner of InSites Consulting, focuses on marketing, branding and advertising for youth. Mattias Behrer is CEO of Dentsu Aegis Network Sweden, a multinational media and digital marketing communications company.

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