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05 We all want unique brands > Conclusion - Pg. 144

144 How Cool Brands Stay Hot Conclusion In this chapter we have dealt with the questions every Gen Yer will certainly ask about any brand, including yours. If it isn't made expli- citly, it will happen at least implicitly: Who are you? What is your unique brand DNA; your identity that makes you stand out from competition? What are you? What `brand meaning' do you offer me? What's your brand's vision? These brand assets are structured in youth's memory in associative networks, somatic markers or memes. In order to make your brand really relevant to youth target groups, and to create this long-lasting CRUSH, two more Generation Y ques- tions remain unanswered: What do I have in common with the brand?