Book Reviews: How Cool Brands Stay Hot—Branding to Generations Y and Z

Interested in Becoming a Member?

An SIM Membership like no other, provides you with an abundance of tools, resources and opportunities to help you achieve your professional and personal success at every step of the way! Be part of our learning community of more than 34,000 corporate and individual members.

For more information about membership, please click here »

Member Login

If u are a subscriber, please use ur subscriber login.
If you are a SIM Member, please use your SIM Membership login.

Forgot your password?

Member Login

Forgot your password?
login  Cancel

Sign Up

If you wish to sign up for a SIM Membership, please click here


If you wish to subscribe to Today's Manager, please click here

If you wish to subscribe to Singapore Management Review, please click here

Website maintenance notice: Website will not be accessible from 27 June (11 pm) to 28 June (9 am) due to scheduled maintenance. We apologise for any inconvenience caused.

Home > Articles > Book Reviews: How Cool Brands Stay Hot—Branding to Generations Y and Z

 Book Reviews: How Cool Brands Stay Hot—Branding to Generations Y and Z

Today's Manager
September 1, 2017

How Cool Brands Stay Hot—Branding to Generations Y and Z
By Joeri Van Den Bergh and Mattias Behrer
Kogan Page
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

Today's Manager Issue 3, 2017

View Issue

Browse Articles

By Topic
By Industry
By Geography