How Cool Brands Stay Hot: Branding to Generations Y and Z
“How Cool Brands Stays Hot,” by Mattias Beheer, examines Generations Y and Z, possibly the generation most prone to branding and marketing-consciousness today. It reveals how younger generations now think, act and feel, giving these newer generations’ great strategies to sell to them yet again. Also, it discusses the new definition of youth and how this affects today’s youth, how they are different from the previous generations, their perspectives on change, their ideas about what it means to be young, and so much more. It is an engaging and insightful read full of useful insights and advice on designing successful campaigns to get ahead of today’s youth. I highly recommend it.
The main theme of the book is that cool brands stick around. Brand positioning is everything from the subtle to the intense and everything in between. The authors examine how and why some brands stay cool and how others cool but stay mostly out of favor. It talks about how consumers are different and how consumers will buy products differently depending on their life status. These are significant things that you can learn from the book and make application to your campaigns.
Another big theme is that branding is not done well. There are no real fundamentals of brand design, marketing, or selling, yet big brand names and household brands are still hugely popular. Often, younger people get attached to something because it fits into their idea of what cool is or looks like. They don’t really understand its basics and end up just wearing something because it is trendy or even supporting a product based on its look.
Brands also need to have an effective marketing strategy. Branding is about telling a story to customers about what the product or service is about. Marketers need to understand this to make sure that they tell the right kind of story and use the right kind of tools to make it happen.
The authors also touch on the issue of marketing ethics and how to build marketing integrity effectively. Marketers should be skilled at using social media platforms in ways that are ethical and get results. The authors explain the various ways that they do this in great detail and provide examples of successful campaigns using Twitter, Facebook, YouTube and more. Marketing is an incredibly important aspect of any business and is used by almost everyone. Marketers need to know what to do when it comes to social media and effectively use it. This is a fun and useful read for anyone interested in the marketing world.
Overall, this is a helpful guide to marketing and explaining how cool brands are so effective and interesting and engaging. The authors clarify that marketing is an important part of any business and that not doing it correctly could result in consumers choosing a different product or company. They also touch on the idea that a good marketer always “markets the brand” instead of just “promoting the product”. There is definitely more to marketing than just sending emails and posting ads. However, if you are struggling with how to market your product or service and have difficulty understanding why others are doing it, this book is definitely worth taking a look at. Marketing is probably one of the most important skills to master when it comes to making money online.
Innovation: Innovation is the buzzword of the moment. Do you have an innovative idea that you are hell-bent on exploiting? If so, get started! There is no tomorrow. Innovation is not free money or an easy get-rich-quick scheme: it requires dedication, creativity and strategy. Innovation is also the cornerstone of lasting brand value and the key to making a compelling product or service accessible and profitable.