<DIV>Generation Y are the most marketing-savvy and advertising-critical generation ever.&#160; Three times the size of Generation X, they have a much bigger impact on society and business.&#160; What drives them as consumers?&#160; How&#160;can marketers&#160;develop the right brand strategies to reach this generation?<BR><BR>This book reveals what drives the consumer preferences of&#160;Generation Y.&#160; Based on new research, it provides insights into the consumer psychology and behavior of the generation also known as the "Millenials."&#160; It helps readers connect with the new generation of consumers by understanding their likes and dislikes, and how to make advertising, marketing, and branding relevant to them.<BR><BR><I>How Cool Brands Stay Hot</I>&#160;contains guidance and checklists for marketing plans and campaigns, as well as&#160;case studies of Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&amp;M, and Levi's.&#160; It offers creative ideas on how to position, develop and promote brands to Gen Y consumers.</DIV>