Efnisyfirlit

• Cover
• Praise for How Cool Brands Stay Hot
• Dedication
• Title Page
• Contents
• List of Figures
• List of Tables
• Foreword
• What’s new in this edition?
• Acknowledgements
• Introduction
• 01    Defining Generation Y
• X, Y, Z: what’s next?
• The Millennial consumer in the United States
• A cause without rebels: the new parent–child paradigm
• Insane in the brain: teenage neurology
• Stimulation junkies
• A fragmented world
• Crowd-sourcing and co-creation
• A soap called ‘ME’: youth’s new narcissism
• Millennial myths: debunking conceptions of Gen Y
• Conclusion
• 02    Developing a brand model for the new consumer
• The power of word-of-mouth
• The research base: 5,000 brand stories can’t be wrong
• The five success factors of Gen Y brands
• CRUSH into practice: two case studies
• Conclusion
• 03    What cool means to brands
• Gen Y’s definition of ‘cool’
• The magic cool formula
• Not all categories are equally cool
• How to make your brand cool
• Is Gen Y loyal to cool brands?
• How to find out what’s cool
• Peter Pandemonium: adults’ desire to stay young and cool
• Conclusion
• 04    The real thing: brand authenticity
• The roots of real: why brand authenticity is the ‘in’ thing
• True tales and crafted cult: how brands portray authenticity
• The first, the last, my everything: using indicators of origin
• Irony killed authenticity: Gen Y’s perception of authentic claims
• How Gen Y values honesty
• Chipotle Mexican Grill: cultivating fast food with integrity
• Conclusion
• 05    We all want unique brands
• How unique is your unique selling proposition?
• Brand DNA
• Love is a battlefield: identifying market drivers
• Brand mascots, somatic markers and memes
• Conclusion
• 06    Self-identification with the brand
• A quest called tribe: teens’ search for a fitting lifestyle
• Getting closer to youth
• Global citizens with a local identity
• Gen Y’s favoured brand personalities
• Subcultures moving online: Reddit, Tumblr and fandoms
• Conclusion
• 07    Happiness: Gen Y’s adoration for branded emotions
• We think less than we think: the central role of emotions
• You’re not the only one with mixed emotions: emotions related to brands
• How brands can tap into emotions
• Hijacks, hate and videotapes: when negative buzz takes over
• Don’t worry, be happy: arousing happiness through experiences
• Magic moments: brand activation and the gamification of marketing
• Magic spaces: pop-up stores
• Coca-Cola’s focus on happiness
• Conclusion
• 08    Generation Z
• Is Gen Z ready for the world?
• The fully digitalized generation
• Generation Z’s influence on parents’ purchases
• The snappy generation
• Dreaming of a better world
• Gen Z entrepreneurs want to make it
• We are perfectly imperfect
• 09    Conclusion
• Appendix
• References
• Index
• Copyright