How Cool Brands Stay Hot: Branding to Generation Y

This book will help you to consider the evolution of different generations in society and what’s important to them. Read through the research, get some insights from the interviews and the anecdotes about current brands, refresh your memory on some of the theoretical concepts that you may have forgotten about and discover some newer ways of thinking. It will become very clear that brands have to re-think their relationship to consumers. Either that or become old and obsolete to their current customers. To make a product, give it an image, ask an agency to find a creative angle to make it memorable and carpet-bomb until you reach the desired awareness levels, might not work anymore. Consumers might not listen or even care. The main drivers of your brand are now the people that actually know about it and use it. Who knows about your brand, uses it and what they say about it, has become much more influential than the message you are broadcasting.