Today's 13-29 year olds are more likely to value authenticity and are turned off by marketing spins say Van den Bergh (InSites Consulting) and Behrer (MTV Northern Europe). Preferring real contact wit
While the first two editions of How Cool Brands Stay Hot focused exclusively on Generation Y (Millennials), this fully revised third edition looks at both Generations Y and Z. Using new market r
Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and b
Van den Bergh, who is associated with a research agency, and Behrer, who works for a media corporation, explain five attributes of successful brands that reach Generation Y: coolness, realness, unique
