How Cool Brands Stay Hot

According to Joeri Van den Bergh and Mattias Behrer, the authors of How Cool Brands Stay Hot, there are more than 70 million Gen Yers in the U.S. alone, accounting for more than $200 billion in purchasing power. The impact they have on society, culture, business, politics, and economics over the next three decades will be equivalent to that of the Baby Boomer generation. No matter the industry, reaching Generation Y will make or break a brand and will have a huge impact on the long-term success of any company or product. While every person in a group cannot always be categorized, there are proven ways that branding and marketing campaigns are perceived by these consumers.