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 . How cool brands stay hot reveals what drives generation y and how you can reach them based on important new research it provides insights into the consumer psychology and behaviour of the. Three times the size of generation x they have a much bigger impact on society and business in how cool brands stay hot joeri van den bergh and mattias behrer address what drives generation y as consumers and how marketers can develop the right brand strategies to reach this generation of 16 33 year olds the authors insights on what drives the . 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 brands to the new consumer generation it explains the five crucial steps or dimensions on how to stay a . 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