How Cool Brands Stay Hot

<p><b>WINNER: </b>Berry-AMA Book Award 2012 (1st edition)<br><b>WINNER:</b> Expert Marketing Magazine's Marketing Book of the Year Award 2011 (1st edition)<br><br><i><b>How Cool Brands Stay Hot</b></i> analyses Generations Y and Z the most marketing savvy and advertising-critical generations yet. It reveals how millennials think feel and behave offering proven strategies to market to these groups more effectively and remain a relevant appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC Converse Coca-Cola eBay and MasterCard along with case studies from companies including H&M MTV and Diesel it guides readers in developing the right strategies to leave a lasting business impact.<br><br>This fully revised 3rd edition of <i><b>How Cool Brands Stay Hot </b></i>goes beyond the discussion of Generation Y expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession social media and mobile marketing have had on these consumers. Based on new figures case studies and interviews it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.</p>