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Publications

Explore our latest insights in
generations & consumer trends.

BOOKS

As a global thought leader, trend watcher and marketing author, Joeri has written award-winning books on the impact of NextGen (Gen Alpha, Z & Millennials) on marketing, business and consumer trends. 

How Cool Brands Stay Hot

Branding to Generations Y & Z

How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. It reveals how millennials think, feel and behave, offering proven strategies to market to these groups more effectively and remain a relevant, appealing brand. Featuring interviews with global marketing executives of successful brands such as the BBC, Converse, Coca-Cola, eBay and MasterCard along with case studies from companies including H&M, MTV and Diesel, it guides readers in developing the right strategies to leave a lasting business impact.

The fully revised 3rd edition of How Cool Brands Stay Hot goes beyond the discussion of Generation Y, expanding its reach with an entirely new chapter on Generation Z and a detailed analysis of the impact that issues such as recession, social media and mobile marketing have had on these consumers. Based on new figures, case studies and interviews, it provides a fresh take on what remain critical issues for anyone hoping to market to those who come after Generation X.

How Cool Brands Stay Hot won the the 2012 Berry-AMA Book Prize for best book in marketing (awarded by the American Marketing Association Foundation – AMAF) and the Marketing Book of the Year 2012 Award (awarded by Expert Marketer). A professional and international jury nominated it as one of the 10 best books of 2012. Afterwards 2.153 marketers from 85 countries voted it as best marketing book of that year.

How Cool Brands Stay Hot book cover
Awarded by
American Marketing Association logo

Futures (Bonding) 

Venturing into uncertain times

Three top trend watchers guide us through uncertain times. Herman Konings, Joeri Van den Bergh, and Tom Palmaerts combine their insights into one comprehensive collection, full of trends upon which we can build futures.

Herman Konings explores the near future of trade (retail), walk (mobility), and warmth (hospitality) with barely noticed 'turns' like altruvation, the bypass economy, 'dividualization', phygital spaces, and the flat age. Joeri Van den Bergh demonstrates how the need for genuine Face Time with Generation Y and Z is greater than ever. Social media doesn't make us less lonely. Gen Y is searching for real soulmates or 'allies,' both in life and in brands and products. Tom Palmaerts seeks unexpected vibrations, ideas not entirely clear yet with the potential to change existing systems. Concepts that may trigger dazzling resistance for some but are the spark for others to take on new challenges.

Joeri Van den Bergh, Keynote Speaker and Author

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