Your brand may be cool today, but will it still be hot tomorrow?

Marketers are waking up to the growing importance of Generation Y. Much larger than Gen X, it’s a cohort that will have more influence, more independence and more spending power than even the baby boomers did. But still marketers find them a challenge. Generation Y are intense followers of fashion, able to switch from one brand to another at lightning speed. They demand the five CRUSH factors: brands that are Cool, Real, offer Uniqueness, allow them to Self-identify with the brand, and are associated with Happiness.
So InSites Consulting founder Joeri Van den Bergh has teamed up with Mattias Behrer, the head of property marketing at MTV, to help marketers understand how your brand can gain the acceptance of Generation Y and above all, keep the cool factor. Their guide to successfully market and reach this upcoming generation is called How Cool Brands Stay Hot.
The book launched in Belgium last month with more than 400 marketers in the audience. Check out the pictures online or find out how hot your brand is. If you would like to hear the story firsthand, we’d love to see you at the Dutch launch on 17 March or contact us for your private in-company workshop.

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