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HOW COOL BRANDS STAY HOT PDF

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*FREE* shipping on qualifying offers. How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation . [Read free] How Cool Brands Stay Hot: Branding to Generations Y and Z. How Cool Brands audiobook | *ebooks | Download PDF | ePub | DOC. 0 of 0 people . Jan 14, PDF Download How Cool Brands Stay Hot: Branding to Generation Y Best Book by Joeri Van Den Bergh.


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A must-read for all generation Y marketers and for all brand marketers together, picture of how to reach Gen Y consumers than How Cool Brands Stay Hot does. v How Cool Brands Stay Hot Branding to Generation Y Joeri Van den Bergh and Mattias Behrer Foreword by Gert Kerkstoel. After a PDF review in and the first print of ‘How Cool Brands Stay Hot‘ in , I’ve just finished reading the new edition for the third time. Indeed, a second edition of the publication that brought authors Joeri Van den Bergh (InSites Consulting) and Mattias Behrer. [PDF] Download How Cool Brands Stay Hot: Branding to Generation Y By - Joeri Van Den Bergh *Read Online*. How Cool Brands Stay Hot: Branding to.

Applicable 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 and , and the members of gen Z born after are their successors. Summary Generation Y Born between and , 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.

But as you have less control on how your brand is presented on the internet, it becomes even more important that you dont confuse people by changing personality and tone with every new re-launch. Strong brands always had a more interesting and unique point of view to share with consumers.

But today the depth and the authenti city of the stories behind a brand, and the skill with which they are told, have become more important because brand stories have become part of everyday conversation, be it real or virtual. More people are aware of your brand, more people have a strong opinion about it and every day more people find out the many new ways to share that opinion with others.

As current society moves towards total transparency, brands need to know what they stand for and who should care about them. This book delves into how the current generation feel about brands, and interact with them. It contains many practical insights and situations that I recognize from my own experiences, especially when I was helping to build the Nike Skateboarding brand. Here are a few insights from the book that I can testify to: The incredible importance of product and brand design to make your unique style visible and easy to recognize.

The vital and growing role of channel management: where can a product be found, where can you really experience it and who are your true partners?

Retail as a logistical middle man simply does not make any sense in a future where everything is so easily available. The power of story telling and original content, leading to a situation where there is no need to tell your own story because others are doing it for you.

Relevant and exclusive information is really the new social currency.

The power of collaboration and association between like- minded people and brands as opposed to the old-fashioned idea of us against the rest of the world. I could continue but it all starts with one absolute insight: the key to brand survival over generations is authenticity and connectivity.

The essence is to let the organization BE the brand. Do not com- promise your brand DNA, your history, your deepest conviction about why the brand exists. At the same time you must have a relation ship with the current Generation Y that enables you to to understand their spirit and true habits, and let that guide the creative evolution of your brand.

Capturing the spirit of an era to help evolve the core of a brand is very different from catching the next trend. Foreword xvii And that is what this book is about.

Download How Cool Brands Stay Hot : Branding To Generation Y 2011

I do not consider it part of the trendwatching or cool hunting industry. It is just a valuable tool to help you to understand the spirit and the habits of a generation. Nothing more, nothing less. It doesnt describe a model for capturing a younger audience. There is no way to manipulate youth. There is no menu of tips on how to seduce the next generation.

But it should encourage you, as a brand manager or marketing professional, to be yourself, to sometimes take inspiration from seemingly random information, to lose yourself in interesting stories and characters that might have nothing to do with your daily routine.

And let this all lead you to an idea, a test, a project that fits your brand. I guess its being creative. We, Generation Xers true to type, were eager to tune ourselves to global brands and definitely wanted to start our yuppie careers in a famous multinational.

Pdf how stay hot cool brands

The big corporations radiated the proof of the ultimate success. Just imagine And thats exactly what all brands were shouting at us. Buy us and you will be so cool! And oh yes, we loved it Brands were projecting cool and aspiring images in their ads.

How Cool Brands Stay Hot in 10 bullets | How Cool Brands Stay Hot

They were setting the goals we all desired to achieve. They dictated how to dress, behave, walk and talk. We didnt doubt for a minute what the marketers were telling us. We even adored TV commercials, because we were the first generation to grow up with commercial stations and it was all so new and glamorous to us. Like forbidden fruit. Our parents and grandparents gave us an allowance from time to time and we all spent it hastily on Depeche Mode or Talking Heads vinyl records, just saving enough to buy a pair of Docs or All-Stars and some hair gel.

Today, things have dramatically changed. This youth generation has been bombarded with commercial messages from their birth. They have learned to filter out all those loud messages and they have been empowered by their parents and teachers to have an opinion of their own and never merely believe whatever somebody is proclaim- ing. But as you have less control on how your brand is presented on the internet, it becomes even more important that you dont confuse people by changing personality and tone with every new re-launch.

Pdf hot how brands stay cool

Strong brands always had a more interesting and unique point of view to share with consumers. But today the depth and the authenti city of the stories behind a brand, and the skill with which they are told, have become more important because brand stories have become part of everyday conversation, be it real or virtual.

More people are aware of your brand, more people have a strong opinion about it and every day more people find out the many new ways to share that opinion with others. As current society moves towards total transparency, brands need to know what they stand for and who should care about them.

This book delves into how the current generation feel about brands, and interact with them. It contains many practical insights and situations that I recognize from my own experiences, especially when I was helping to build the Nike Skateboarding brand. Here are a few insights from the book that I can testify to: The incredible importance of product and brand design to make your unique style visible and easy to recognize.

The vital and growing role of channel management: where can a product be found, where can you really experience it and who are your true partners?

Retail as a logistical middle man simply does not make any sense in a future where everything is so easily available. The power of story telling and original content, leading to a situation where there is no need to tell your own story because others are doing it for you.

Relevant and exclusive information is really the new social currency. The power of collaboration and association between like- minded people and brands as opposed to the old-fashioned idea of us against the rest of the world.

“How Cool Brands Stay Hot: Branding to Generation Y”

I could continue but it all starts with one absolute insight: the key to brand survival over generations is authenticity and connectivity. The essence is to let the organization BE the brand.

Do not com- promise your brand DNA, your history, your deepest conviction about why the brand exists. At the same time you must have a relation ship with the current Generation Y that enables you to to understand their spirit and true habits, and let that guide the creative evolution of your brand.

Stay pdf cool hot brands how

Capturing the spirit of an era to help evolve the core of a brand is very different from catching the next trend. Foreword xvii And that is what this book is about. I do not consider it part of the trendwatching or cool hunting industry. It is just a valuable tool to help you to understand the spirit and the habits of a generation. Nothing more, nothing less. It doesnt describe a model for capturing a younger audience. There is no way to manipulate youth.

How cool brands stay hot.pdf

There is no menu of tips on how to seduce the next generation. But it should encourage you, as a brand manager or marketing professional, to be yourself, to sometimes take inspiration from seemingly random information, to lose yourself in interesting stories and characters that might have nothing to do with your daily routine.

And let this all lead you to an idea, a test, a project that fits your brand. I guess its being creative. We, Generation Xers true to type, were eager to tune ourselves to global brands and definitely wanted to start our yuppie careers in a famous multinational.

The big corporations radiated the proof of the ultimate success. Just imagine And thats exactly what all brands were shouting at us. Buy us and you will be so cool! And oh yes, we loved it Brands were projecting cool and aspiring images in their ads. They were setting the goals we all desired to achieve.

They dictated how to dress, behave, walk and talk. We didnt doubt for a minute what the marketers were telling us. We even adored TV commercials, because we were the first generation to grow up with commercial stations and it was all so new and glamorous to us. Like forbidden fruit. Our parents and grandparents gave us an allowance from time to time and we all spent it hastily on Depeche Mode or Talking Heads vinyl records, just saving enough to buy a pair of Docs or All-Stars and some hair gel.

Today, things have dramatically changed. This youth generation has been bombarded with commercial messages from their birth. They have learned to filter out all those loud messages and they have been empowered by their parents and teachers to have an opinion of their own and never merely believe whatever somebody is proclaim- ing.