'How Cool Brands Stay Hot’ by Joeri Van den Bergh (co-founder of and Gen Y expert at InSites Consulting) and Mattias Behrer (SVP, General Manager Youth & Music Northern Europe at Viacom International Media Networks) explains that Generation Y (13 to 29-year olds) are the most marketing-savvy and advertising-critical generation ever.
The book reveals what drives Generation Y and how you can reach them. Based on five years of intensive new youth research by InSites Consulting, it provides insights into the consumer psychology and behaviour of Millennials. It will help you connect with this new generation of consumers by understanding their likes and dislikes, and explains how you can make your advertising, marketing and branding relevant to them. ‘How Cool Brands Stay Hot’ is full of case studies and interviews with global marketing executives of successful brands such as Jack&Jones, Nokia, H&M, Nike, Levis and Coca-Cola. The second edition, to be released in March 2013, will contain new and updated case studies and exclusive interviews with CMOs of companies such as Converse, KFC, BBC, Abercrombie&Fitch, Heinz, MasterCard and Diesel.
The Berry-AMA Book Prize committee of five marketing experts, led by AMA VP of Publications Robert Lusch, stated that “How Cool Brands Stay Hot is a must read for anyone marketing to Generation Y. Once you start reading it you will immediately start taking notes on how you can enhance your brand’s relevancy to Generation Y”.
Winning co-author Joeri Van den Bergh (co-founder of InSites Consulting): “We are very pleased with this recognition in the US. I believe our book fulfils the need to understand the new empowered consumer generation. Gen Y is a media-savvy cohort that incites marketeers to change their approach to branding and communication.”
The authors donated their cash prize of $1,000 to the Staying Alive foundation. Staying Alive is an MTV International initiative to encourage HIV prevention, promote safer lifestyle choices and fight the stigma and discrimination which fuels the HIV epidemic. It is now the world’s largest HIV mass media awareness and prevention campaign. 25% of the book's royalties are also donated to that foundation.
The 2012 Berry-AMA Book Prize is already the second award for ‘How Cool Brands Stay Hot’. Last year the book won the ‘2011 Marketing Book of the year’ award by Expert Marketer (based on the votes of 2,154 marketers from 85 different countries).