Rezension
"How Cool Brands Stay Hot shares a wealth of insight. At TOMS we are in business to improve lives and this mission allows us to build an emotional bond with customers and motivate employees, because they know they are shopping and working for a movement bigger than themselves. Connecting with consumers in an authentic way is essential in today's world." ("Blake Mycoskie, Founder and Chief Shoe Giver, TOMS")
"We continuously fuel our brands with fresh and creative views. How Cool Brands Stay Hot is a rich source of inspiration for anyone who wants to truly connect with young people." ("Renzo Rosso, Founder and CEO of DIESEL and Only The Brave, United Nations MDG Global Leader")
"To win the consumer revolution, all brands should have the ambition to become a Lovemark. This book explains brilliantly how you can gain the love of Generation Y. A must-read for all Generation Y marketers and for brand marketers altogether, since Generation Y leads to all the other target groups as well." ("Kevin Roberts, CEO, Saatchi & Saatchi Worldwide")
"Because generations shift and change constantly, books on the topic often gather dust. Not this one! Joeri and Mattias have kept their insights in sync with the times. That makes a nice and useful refresher for all of us marketers to read and live by. Why? Staying in sync with the times and with changing consumers is exactly what you need to drive growth and change for your brand." ("Kurt Frenier, Vice President GM Global Marketing, PepsiCo Group")
"Knowing the consumer is vital to any business looking for a meaningful, long-term engagement. The addition of fresh insights into Gen Y with an eye-opening preview of Gen Z will help marketers keep pace with the digital generation." ("Elizabeth Wolgemuth, SVP Global B2B Marketing, MasterCard")
"A great book exemplifying and rationalizing critical changes to capture in our activities - well written and easy understood." ("Paul Andersen, Vice President, Pepsi-Lipton Europe")
"How Cool Brands Stay Hot is a great compass based on science and art, a source of inspiration for any leader on where to go next and what to do. Not only from a business perspective but even when you have younger teams or family troops to manage." ("Anouk Lagae, Chief Marketing Officer, Duvel Moortgat")
"Well-written and well-documented, this is a must-read book for anyone connecting with Generations Y and Z. Once you start reading, you will not be able to put it down." ("Marion De Bruyne, Associate Professor in Marketing Strategy and Innovation, Dean of Vlerick Business School, and author of Customer Innovation")
"This book gives a fabulous deep dive in marketing and branding to Millennials. It is often said that the Millennials are more complex and don't follow easy, linear rules. How Cool Brands Stay Hot definitely reduces complexity and is a must-read for all of those who have to understand these target groups." ("Dr Alexander Linder, Vice President Corporate Brand, Consumer and Market Intelligence, Swarovski")
"Van den Bergh and Behrer give an elaborate insightful view on how to reach generation Y and Z. A must-read for every marketing professional who wants to get a better understanding of young adults." ("Jean-Jacques Velkeniers, VP Marketing Europe & Business Unit President Europe West, AB InBev")
