How Cool Brands stay hot

How Cool Brands Stay HotEarlier March  I read about the announcement  launch of the revised and completely updated How Cool Brands Stay Hot. The authors were eager to give away free copies of their new book to thank their  loyal blog readers for support and interest and – of course –  to generate some publicitiy. Which I agreed upon by posting a review on Amazon,  Goodreads, LinkedIn, my own blog,  andother media platforms.

The core

Since the release of the first edition of the book, the authors Joeri van den Berhg and Mattias Behrer  have been positively surprised by the amount of appreciation and interest they experienced from journalists (also bloggers), conference organizers and marketing and advertising practitioners from all around the world.

It seems that the timing of publishing a book on the subject of branding and marketing to the new generation of consumers was plain right. Their book is a valuable tool to help any one understand the attitude and habits of Generation Y.  The book is about understanding the spirit of that generation. And how these aspects translate in their relation to brands. It provides practical insights for building brands that aim to remain relevant for the forth coming years.

Looking back, the first edition of the book was published in 2011. Many marketing, design or communication professionals had to admit that they were not ready to create business with a new generation. As stated in the foreword: “Old structures are crumbling, but newer-structures are not clearly visible yet”.

Some of the insights of the book:


  • GEN Yers are children of the cyber revolution. And people resemble their times more than they resemble their parents.
  • DIY is on its way back to the mainstream.
  • Design be better part of your DNA.
  • Other ways of collaboration and association.
  • It is not about technology, stupid.
  • It is aboyt collective peer wisdom and social connections.
  • Successful youth brands CRUSH.
    • Coolness
    • Realness
    • Uniqueness
    • Self-identification
    • Happiness
  • And most important, this generation will – on a global level – make or break your market success.

My score

What a lot of data and brilliant insights the authors share. One might discuss whether all is that relevant in 2013 but overall it delivers the insights of experts.

For design, marketing and communication professionals Generation Y will be much more difficult to reach than the more tradional Babyboomers or Generation X. In my point of view the arrival of Generation Y has disruptive effects on business, economics and society.

In an earlier post, written in Dutch  I wrote about some new words i learned from the Generation C. And again a new word will be part of my business vocabulary: commitment fobia

Assuming that the majority of the Generation Y will grow up (in their way) in the next decade, their impact on education, business and the workplace will be gigantic. This generation is not just educated in the complex skills of mass consumption, but also in collaborative consumption, co-creation and peer to peer networking.

As stated in the book: you ain’t seen nothing yet.

4 on a scale of  0-5.

Title: How cool brands stay hot

Branding to Generation Y
Authors: Joeri Van den Bergh, Mattias Behrer
Number of pages: 268
Language:  English
1st edition 2011, 2nd edition 2013
Publisher:  Kogan Page
ISBN: 978-0-7494-6804-0
Price: € 29,95

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A new dimension for customers: Bill Self Customer 3D

About the author

With more than 25 years of customer research and business leadership experience, Bill Self has devoted his career to studying how topperforming companies separate themselves from their competition by being exceptionally customer-centered.

Today, he concentrates on helping companies learn how break (by JuuMG)to transform their organizations into market leaders by focusing on the success of their customers.

For the sake of full disclosure: I got a review copy from the author.

As a gesture of appreciation I promised to share my thoughts with a wider audience.

The core

What is customer 3D about?

First consider it to be a strategy that leaders are following to outperform traditional business models.

It is also a system (a systematic approach) to transform product-centric organizations into customer-centric organizations. Product-centric also includes service organizations. Customer centric implies that customers are at the center of every activitiy, working from a customer-directed set of goals and a fully understood customer strategy. Customer centric implies that an organization puts the customers’ best interest first.

An organization that is 3D-customer centric communicates with customers pro-actively not reactively.

The essence of an organization that is customer-centered is its willingness to thing like its customers. When companies focus on customer solutions, their range of vision opens up and they begin looking for opportunities that were all along, but were unnoticed.

The Customer 3D system links all of the component parts of an organization around a primary purpose: customer success.

It is also a movement that will strengthen the way companies connect with their customers. It is often stated that there will be more changes in the forthcoming decade than there have been in the previous decades. As leaders need to gather and apply information that will help their organizations to adapt and thrive. No one can assume that the success of the past will continue in the near future. Fostering an environment in which customers and organizations can co-evolve and truly co-exist can boost the performance. That’s why communities (and being part of them) and leadership in industry associations is that important. To operate effectively, one must operate outside the four walls of your business.

My appreciation 4,0 on a scale from 0-5.

Customer 3D: A New Dimension for CustomersIt is my true belief that the best professionals have that magical gift for finding creative solutions to problems one did not realize they existed. In a professional and personal way Bill taught me how to catch these insights and turn in into a true solution-creating process.

And the results?

A better future for your customers, your organization and yourself.

The author refers to Harvard professor Ted Levitt. He defined the process for developing new products and servcies more that 40 years ago. He made a distinction in four categories – generic -, – expected -, -augmented – and – potential -.

The insights in this book impacts your potential, reflecting on what is possible and what remains to be done

In the book there is a also reference to Edward de Bono‘s Six Thinking hats.  This book is a magic hat for professionals, managers and entrepreneurs. After reading you will find inspiration for adapting your organization and functions.

To be honest, the book described tools that are already used by successful practicing professions. But the focus on the customer and adding elements like Levitt, de Bono, design thinking creates a fine example of a practical service design thinking approach.

The book is a personally crafted fusion of a inspired point of view and a framework – based on experience an current insights – for understanding how one can more effectively step to Customer 3D.    

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McKinsey Quarterly’s Top Ten Articles for Q2 2012

Sausage, Tomato, and Arugula Linguine (via fakeginger)

Always worth reading! Even in this quarter of an European financial (or is it leadership) crisis!

Found at Top Ten Articles for Q2 2012.

In case you missed them, see which articles have been most popular with our readers in the second quarter of this year. Read them today and join the conversation.
Demystifying social media 1. MARKETING & SALES
Demystifying social media
As the marketing power of social media grows, it no longer makes sense to treat it as an experiment. Here’s how senior leaders can harness social media to shape consumer decision making in predictable ways.
The social side of strategy 2. ORGANIZATION
The social side of strategy
Crowdsourcing your strategy may sound crazy. But a few pioneering companies are starting to do just that, boosting organizational alignment in the process. Should you join them?Read all at
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Slides from Chris Anderson on his talk about crowd accelerated innovation, involving crowdsourcing and social media.

Slides from Chris Anderson on his talk about crowd accelerated innovation, involving crowdsourcing and social media.

See on

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