Joery van den Bergh
Joeri Van den Bergh is the co-founder of InSites Consulting, a global ‘new generation’ research agency with offices in Belgium, the United Kingdom, the Netherlands and the US. Next to that Joeri is the author of How Cool Brands Stay Hot – Branding to Generation Y (Maak je merk cool). He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever and Coca-Cola, for whom he has provided youth research and advice on how to target the youth market.
Generation Y (13-29 year olds) are the most marketing savvy and advertising generation ever. They have a much bigger impact on society and business. But what drives them and how do you develop the right branding strategies to reach this critical generation? How Cool Brands Stay Hot, the marketing book by Joeri Van den Bergh reveals what drives Generation Y and how you can reach them. Based on five years of intensive new research, it provides insights into the consumer psychology and behaviour of ‘the Millennials’. It will help you to connect with this new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them. The book has won the ‘Marketing Book of The Year 2011’ award.