"To win the consumer revolution, all brands should have the ambition to become a Lovemark. This book explains brilliantly how you can gain the love of Generation Y. A must-read for all generation Y marketers and for all brand marketers together, since Generation Y leads to all the other target groups as well." * Kevin Roberts, CEO, Saatchi & Saatchi Worldwide * "We continuously fuel our brands with fresh and creative views. How Cool Brands Stay Hot is a rich source of inspiration for anyone who wants to truly connect with young people." * Renzo Rosso, Founder DIESEL * "No challenge is more pressing for today's brands than successfully connecting with GenY. This book offers precious insights on doing just that." * Ricardo Marques, Global Advertising Director Budweiser * "How Cool Brands Stay Hot was a big success at our International Executive Summit. The book engaged our advisory board with relevant and actionable ideas." * Alfredo Gangotena, CMO Mastercard Worldwide * "This book offers a very structured approach to the subject making it very understandable and actionable. It has been a great help for us to establish a common understanding of the next generation of ABSOLUT fans." * Franz Drack, Global Marketing Manager ABSOLUT Vodka * "Valuable insights in one of the most relevant, most intangible and most illusive topics of our era." * Mark van Iterson, Global Head of Design Heineken * "How Cool Brands Stay Hot holds the best and most comprehensive perspective on Gen Y marketing and I regularly recommend it in lectures on Recruiting Gen Y." * Christoph Fellinger, Talent Relationship & Recruiting Manager Beiersdorf * "This book gives a refreshing insight how to address Gen Y with many interesting - how to do (or not) - examples. It showed, and reconfirmed, the power of branding instead of being too focused on the product. How Cool Brands Stay Hot covers a great knowledge how to communicate to youth, which supported us to fine-tune our branding strategy!" * Renzo Moscou, Marketing Manager Yamaha Motor Europe * "I especially found the analysis on authenticity very useful, it helped us fine-tune our communications on an important Pepsico brand." * Sangeeta Gupta, Executive Vice President Consumer Strategy & Insights PEPSICO India * "I am generally not a big fan of marketing books and particularly not when they touch so-called youth marketing. But this one was refreshing and informative, more observing and sharing a frame of thinking on the evolution of generations instead of an absolute theory on 'how to get after those young consumers'." * Gert Kerkstoel, Investor and former Global Business Director, Nike SB * "The 'R' from the CRUSH brand model has confirmed to us the importance of having a modern or attitudinal interpretation of authenticity in our marketing communications. It relates better to the current consumer climate as well as to specific Generation Y expectations. A lot of hot takeaways for cool brand builders in this book indeed." * Dirk Van Kemseke, Global Marketplace Insights Manager, Levi Strauss & Co *