Praise for How Cool Brands Stay Hot “To win the consumer revolution, all brands brands should have the ambition to become a Lovemark. This book explains brilliantly how you can gain the love of Generation Y. A must-read for all generation Y marketers and for all brand marketers together, since Generation Y leads to all the other target groups as well.”
Kevin Roberts, CEO, Saatchi & Saatchi Worldwide Worldwide “If you get this book, you will certainly crush your competition!”
Gaëtan Van Maldegem, Country Director, Director, Belux at The Coca-Cola Company “I am generally not a big fan of marketing books and particularly not when they touch so-called youth marketing. But this one was refreshing and informative, more observing and sharing a frame of thinking on the evolution of generations instead of an absolute theory on ‘how to get after those young consumers’.” consumers’.”
Gert Kerkstoel, Investor and former Global Business Director, Director, Nike SB “It’s actually quite a cool book on youth and brands and very relevant for my day-to-day international marketing and branding practice!”
Peter Van Overstraeten, Global Marketing Manager, Beck’s & Hoegaarden at AB Inbev “This youth generation is more socially empowered than ever. A brand today needs a strong DNA that is capable of constantly surprising youth with novelties to keep them interested while staying recognizable and true to its legacy. You’re either a cool brand or you’re not, but you can’t TRY to be cool. Coolness is the result of delivering the real deal to your customers. Sometimes you will have to lose a few smaller battles to retain your credibility and win the big battle. How Cool Brands Stay Hot taps Hot taps into these areas of tension that hold the key to success in youth markets.”
