Book Reviews: How Cool Brands Stay Hot—Branding to Generations Y and Z
September 1, 2017
How Cool Brands Stay Hot—Branding to Generations Y and Z
By Joeri Van Den Bergh and Mattias Behrer
Reviewer: Sadie-Jane Nunis
Staying Hip for the Young Consumer
I am fascinated with books that discuss branding. I read the second edition of How Cool Brands Stay Hot a while ago and was excited to read the revised third edition which looks at both Generations Y and Z.
It was interesting how the spending power and purchasing trends of Generation Z has greatly impacted how retailers have to update themselves to stay current or risk losing consumers. The authors provide solid evidence showing how Generation Z has impacted purchasing today and how to market to them.
Understanding the consumer behaviour of yet another generation helps companies today shape their marketing campaigns and selling tactics to increase sales. Given that today’s competition is getting steeper, this is extremely important if companies want to stay afloat.
The chapters have interviews as well as case studies from ‘hot’ brands like Forever 21. They come with updated research so that readers can even compare research among the three editions to see trends.
However, one has to remember that culture has a part to play when it comes to consumer behaviour as well so this book is helpful but should not be your bible. It is best to use this and understand it based on the culture of your country. Pick what works or could possibly work and weave it in when planning your campaigns. A well-written book for all marketers and business owners.
Copyright © 2017 Singapore Institute of Management
Article Found In
Issue 3, 2017