How Cool Brands Stay Hot wins ‘2012 Best Book in Marketing’ Award by American Marketing Association
06 NOVEMBER 2012
SummaryLast week the American Marketing Association Foundation (AMAF) announced ‘How Cool Brands Stay Hot: Branding to Generation Y’ as the winner of the 2012 Berry-AMA Book Prize for the best book in marketing. This award recognizes books whose innovative ideas have had a significant impact on marketing and related fields and set the standard for excellence.
'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).
About InSites Consulting
InSites Consulting was established in 1997, and although a marketing research company, the founders never really wanted to be market researchers. InSites Consulting really is a crazy blend of academic visionaries, passionate marketers and research innovators that are determined to challenge the status quo of marketing research. Over the last 10 years the company has grown at an amazing 35% per year. Today, there’s more than 130 employees working in five offices (BE, NL, UK, RO, US) getting their energy from helping world leading brands to improve their marketing efforts and to develop deeper connections with consumers on a global scale via Research Communities. InSites Consulting is rewarded with no less than 15 international awards The recipe for success: a never-ceasing enthusiasm, a lot of hard work, a culture of sharing, and permanent innovation in research methods and marketing thought leadership. And last but not least: positively surprising clients every day. More info: www.insites-consulting.com.