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How Cool Brands Stay Hot

How Cool Brands Stay Hot
Branding to Generation Y

By Joeri Van den Bergh and Mattias Behrer

Generation Y are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. This book provides insights into the consumer psychology and behaviour of “the Millennials”.

 

Read Chapter 7: Happiness: Gen Y’s adoration for branded emotions >>

 

Chapter 7 from How Cool Brands Stay Hot: Branding To Generation Y, by Joeri Van den Bergh and Mattias Behrer, published March 2011 by Kogan Page. Copyright 2011 by Joeri Van den Bergh. Reproduced by permission of Kogan Page.

 

Joeri Van den Bergh and Mattias Behrer

Copyright © 2011 Kogan Page Limited. All rights reserved.

Book Excerpts

"Our future marketing and advertising leaders are not just looking for a job, they are looking for a meaningful career that will make a positive impact on society."
— Gord McLean, President and CEO at ANA Educational Foundation