How Cool Brands Stay Hot: Branding to Generation Y by Joeri Van den Bergh, Mattias Behrer PDF

By Joeri Van den Bergh, Mattias Behrer

ISBN-10: 0749462507

ISBN-13: 9780749462505

ISBN-10: 0749462515

ISBN-13: 9780749462512

New release Y are the main marketing-savvy and advertising-critical iteration ever. thrice the scale of iteration X, they've got a bigger effect on society and enterprise. In How Cool manufacturers remain sizzling, Joeri Van den Bergh and Mattias Behrer handle what drives new release Y as shoppers and the way agents can boost the fitting model recommendations to arrive this new release of 16-33 12 months olds. The authors' insights on what drives the shopper personal tastes of this new "Dot-com" new release are in line with interviews with 5,000 new release Y shoppers. This new study presents realizing of the patron psychology and behaviour of the iteration often referred to as the "Millennials." It is helping retailers hook up with the recent iteration of customers by way of figuring out their likes and dislikes, and courses them on advertisements, advertising and marketing, and branding suitable to them. How Cool manufacturers remain sizzling includes information and checklists for advertising plans and campaigns, in addition to case reports of Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, pink Bull, H&M, and Levi's. It bargains artistic and powerful rules on how one can place, advance and advertise manufacturers to at least one of the most important and so much influential generations of customers this day.

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According to her studies, the average US college student in 2006 scored higher on narcissism scales than 65 per cent of students in 1987. In other words, in less than 20 years, the number of college students with a high narcissism score has risen by two-thirds. 52 Celebrity worship and the 15 Mb of fame The constant stream of media updates in youngsters’ social networks and on their mobile phones means they are always aware of what their friends are doing and their friends know what they have been doing.

Although Gen Yers are stimulation junkies, it remains important for brands to stay consistent in their messages. 63 33 34 F ig u r e 1. 3 Gen Y’s attitude towards advertising 92% I like humour in advertisement 88% I like companies who always tell me the truth 85% I like companies who are consequent in what they do and say 78% I like irony in advertisements 76% I have more trust in the opinion of my friends than in what companies tell me I am critical towards advertising in general 73% I don't like companies who try to create an image they don't have from nature 73% There is too much advertising in this world 71% I think I am able to see through marketing tricks 71% 62% I like companies who show corporate social behaviour 43% I don't like everything that sounds or looks too commercial 38% I have more trust in the opinion of people like me online than in what companies tell me I go online to find out if companies tell the truth in their advertisement 24% Defining Generation Y They are ethical consumers Ethical, green and charity issues are of growing importance for this generation.

In only a few days’ time, the application was installed 60,000 times, more than 200,000 people got unfriended and nearly 20,000 coupons were distributed. After 10 days, Facebook disabled the Burger King campaign claiming that it was violating user privacy. 43 ‘Unfriending’ was elected as ‘word of the year 2009’ by the Oxford Dictionary. Defining Generation Y Crowd sourcing and co-creation Open source is a technique used in the development of computer code. It means that the coding allows other participants to cooperate and build better software and applications.

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How Cool Brands Stay Hot: Branding to Generation Y by Joeri Van den Bergh, Mattias Behrer


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