Summary of How Cool Brands Stay Hot

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How Cool Brands Stay Hot book summary


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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.

In this summary, you will learn

  • What traits characterize gen Y and gen Z consumers, and
  • What five attributes your product or service must embody to win their business.

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.



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 ...

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