How Cool Brands Stay Hot: Branding to Generations Y and Z

  • 11h 26m 12s
  • Joeri Van den Bergh, Mattias Behrer
  • Brilliance Publishing
  • 2019
This audio edition reveals how Millennials think, feel, and behave, and discusses how recent developments such as the recession, mobile marketing and purchasing, and the adaptation and evolution of social media, have impacted Generation Y.

In this Audiobook

  • 1. Defining Generation Y
  • 2. Developing a Brand Model for the New Consumer
  • 3. What Cool Means to Brands
  • 4. The Real Thing: Brand Authenticity
  • 5. We All Want Unique Brands
  • 6. Self-Identification with the Brand
  • 7. Happiness: Gen Y's Adoration for Branded Emotions
  • 8. Generation Z
  • 9. Conclusion