What's new in this edition?
01. Defining Generation Y
X, Y, Z: three youth generations
The Millennial consumer in the United States
A cause without rebels: the new parent-child paradigm
Insane in the brain: teenage neurology
Crowd-sourcing and co-creation
A soap called 'ME': youth's new narcissism
Millennial myths: debunking conceptions of Gen Y
02. Developing a brand model for the new consumer
The power of word-of-mouth
The research base: 5,000 brand stories can't be wrong
The five success factors of Gen Y brands
CRUSH into practice: two case studies
03. What cool means to brands
Gen Y's definition of 'cool'
Not all categories are equally cool
How to make your brand cool
Is Gen Y loyal to cool brands?
How to find out what's cool
Peter Pandemonium: adults' desire to stay young and cool
04. The real thing: brand authenticity
The roots of real: why brand authenticity is the 'in' thing
True tales and crafted cult: how brands portray authenticity
The first, the last, my everything: using indicators of origin
Irony killed authenticity: Gen Y's perception of authentic claims
Levi's translates authenticity to Gen Y
05. We all want unique brands
How unique is your unique selling proposition?
Love is a battlefield: identifying market drivers
Brand mascots, somatic markers and memes
06. Self-identification with the brand
Knowing me, knowing you: teens' identity construction
A quest called tribe: teens' search for a fitting lifestyle
A 3D mirror for everyone: mapping youth lifestyles
Global citizens with a national identity
No ID, no entrance: implications for brands
From Avatar to YouTube: online identity construction
07. Happiness: Gen Y's adoration for branded emotions
We think less than we think: the central role of emotions
You're not the only one with mixed emotions: emotions related to brands
How brands can tap into emotions
Hijacks, hate and videotapes: when negative buzz takes over
Don't worry, be happy: arousing happiness through experiences
Magic moments: brand activation and the gamification of marketing
Magic spaces: pop-up stores
Coca-Cola's focus on happiness
Appendix 1. A word from the research team
Appendix 2. The Staying Alive Foundation
Developing a brand model for the new consumer
What cool means to brands
The real thing: brand authenticity
We all want unique brands
Self-identification with the brand
Happiness: Gen Ys adoration for branded emotions.
