Speed Read - How cool brands stay hot: Branding to Generation Y

Joeri Van den Bergh and Matthias Behrer, Kogan Page (2011)(view on Amazon)

Introduction

Generation Y is exposed to more commercial messages than any of its predecessors and has learned to filter these using collective peer wisdom and social connections. The challenge for the marketer in connecting with this group is that "you have to earn youth's respect before you can even start the conversation about your brand". The authors argue that many brands simply end up surfing on the latest fad: youth insights that are limited to trendwatching and coolhunting can make a brand cool for a limited period, but sustaining coolness on a long-term basis requires a true knowledge of underlying youth drivers and needs.

Central argument