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 research to map and quantify the spending power of generation z branding experts joeri van den bergh and mattias behrer provide hard evidence on the impact of this generation and suggest ways to market . 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 business but what drives them and how do you develop the right brand strategies to reach this critical generation how cool brands stay hot reveals what drives generation y and how you can reach them. This is a revised version of a previously well received book that looks at how to market to generation yers which now adds generation z to the mix yes you are getting old theres a generation z and they can exhibit totally different traits and have different demands and expectations strap yourself in and read this book that will suggest ways to successfully market to these groups. How cool brands stay hot reveals what drives generation y the most marketing savvy and advertising critical generation and how you can develop the right brand strategies to reach this group which at three times the size of generation x has a big impact on society and business packed with qualitative and quantitative research plus creative ideas on how to position develop and promote . Get this from a library how cool brands stay hot branding to generation y joeri van den bergh mattias behrer 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