Brand cannot be boring - how to catch a Millennial and never let them go?

Brand cannot be boring - how to catch a Millennial and never let them go?


Joeri Van den Bergh thanks to his book How Cool Brands Stay Hot established himself as an expert in needs and wants of young people. For him Generations Y and Z have no secrets and his accurate analysis is a bible of every marketer.

Boredom = death
A unique feature of Generation Y is an ability to see through deceit in marketing, to reveal your true intentions. Therefore, credibility and authenticity are of utmost importance. Brands can’t handle that. On one hand you have to stay true to your DNA, on the other be in a constant process of change. Otherwise you will be considered boring – says Joeri van den Bergh and emphasizes that this challenge has remained unchanged and is still applicable. Millennials are much more positive than their predecessors: they believe in their abilities, are eager to accept challenges and are not afraid of failure – together everything is possible.

Success = CRUSH
What is the difference between Generation Y and their predecessors Generation X? How to understand the world of Millennials and their perspective, how to reach them? What strategy model should we adopt when creating a brand? What makes a brand cool and how to sustain this status? How to be seen as authentic and honest? What are the expectations of the young consumer? The answers for these and other questions can be found in Joeri van den Bergh’s book. How Cool Brands Stay Hot: Branding to Generation Y identifies factors which are key to define a brand perfectly tailored for Generation Y: Coolness, Realness, Uniqueness, Self-identification with the brand and Happiness – CRUSH model.

Y = cool Generation
Y is the most unpredictable and at the same time the most attractive target group. All cool and in campaigns of global brands are directed at them. Van den Bergh’s book is a crowning of 5-year research on psychology of young consumers. The publication became a mirror of Generation Y, winning many prestigious awards: both Expert Marketeer and The American Marketing Association Foundation (AMAF) recognized it as the best marketing title of the year. The book was reviewed as a significant study of contemporary marketing trends and a standard-setting publication. Joeri van den Bergh has been renowned as an expert fully understanding behavior and needs of Generation Y, therefore he could not be absent during Filmteractive 2016 – Festival of Interactive Communication. Meet Joeri van den Bergh in September in Lodz Film School.

Joeri Van den Bergh is co-founder, managing partner and NextGen expert of InSites Consulting, a global 'new generation' research agency with offices in New York, London, Rotterdam, Ghent and Timisoara. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. His clients include global customers such as eBay, Coca-Cola, Spotify, Danone, IKEA, Heineken, Converse, Nestlé, AXA and Unilever for whom he has provided research and advice on how to target the youth market. He is an awarded global thought leader on the impact of Millennials and Generation Z on marketing and business. His best-selling marketing book How Cool Brands Stay Hot. Branding to Generation Y and Z has been awarded several times (a.o. The American Marketing Association Berry-AMA Book Prize) and the third complete revised edition will be published in April 2016.

Copy as a Plain Text



Download All


image | 63.7 KB


image | 2.46 MB


image | 105 KB


image | 3.54 MB


Filmteractive 2016 – wyjątkowa edycja festiwalu

Znamy już program szóstej edycji festiwalu komunikacji interaktywnej – Filmteractive. Wśród zaproszonych prelegentów znaleźli się przedstawiciele takich marek konsumenckich oraz komunikacyjnych jak Orange, The Walt Disney Company, Vice czy Twitter.