'How Cool Brands Stay Hot' in 10 oneliners
"After all, it's all about staying true to
your roots, but adapting to the changing environment and constantly finding new angles to keep this stimulus-oriented and emotional youth on board."
1.As 'stimulus junkies' they have a shorter attention span and an irrepressible need for instant gratification (pagina 7)
2.A youth brand will only be a youth brand if Gen Y can participate, co-create and co-shape the brand identity while they receive the most important youth currency: content for offline as well as online conversations (39)
3.For youngsters it is hard to resist a challenge (71)
4.Only two things made winning brands stand out from the pack: innovativeness and aggresive advertising (75)
5.The main sources that set the standards of coolness are friends, TV, magazines, advertising and music festivals (95)
6.Customers attach meanings of innovativeness and superior quality to the (perceived) first company in an industry (109)
7.It is in youth's perception of a brand's uniqueness that is more important than reality (126)
8.All Gen Yers share the same core values of hedonism, freedom and friendship (157)
9.Product reliability, which means that your products always deliver the same expected quality level, is the absolute number one (167)
10.Rational buying is increasingly replaced by emotional shopping (183)
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