How Cool Brands Stay Hot

Citation

Scrizzi, M. (2012), "How Cool Brands Stay Hot", Journal of Product & Brand Management, Vol. 21 No. 7, pp. 560-561. https://doi.org/10.1108/10610421211276303

It is apparent in 2012 that the expectations of the digital world determine how people run their businesses and how audiences expect marketers to treat them. Joeri Van den Bergh and Matias Behrere address these expectations with their acronym CRUSH, which is elaborated on throughout the book. CRUSH is an acronym standing for coolness, realness, uniqueness, self‐identification with the brand, and happiness. This acronym moves the book from chapter to chapter and allows for smooth reading.

The authors present a generic prescription for companies to market their products to Generation Y and solidify the concept that cool brands, do indeed, stay hot!

The authors' first chapter aptly defines Generation Y and compares it with Generations X and Z. Generational labels are the result of popular culture and are usually linked to historical, demographic, or social change.

The authors draw on the study by MTV Networks International (Youthopia, 2009) undertaken to understand the values, hopes, and dreams of young people in Europe. This research consisted of 7,000 Generation Yers from seven European countries. (Behere, one of the authors of this book, is the Senior VP and General Manager of MTV North Europe). Critical information gleaned from this study involved Yers coming up with their Ten Commandments of “dos” (as in “do this”) and the new Seven Deadly Sins: racism, dishonesty, bullying, greed, adultery, anger and envy.

In Chapter Four, the authors address the challenges companies must overcome and how authenticity is the ultimate connector for this generation They note that the key to creating brand authenticity entails providing opportunities for self‐expression and self‐fulfillment. Thus, authenticity is the driver of brand choice– it is the real thing!

The authors claim the search for authenticity is linked to the rise of the experience economy. People want experiences, not only in entertainment but “also in the important life moments, such as their birthday, wedding and dating” (p. 100). The chapter breaks down authenticity into specific sectors (e.g., the music industry) and discusses how each one searches for authenticity.

The authors borrow from Michael Beverland's book Building Brand Authenticity: The Seven Habits of Realness (reminiscent of The Seven Effective Habits of Highly Successful People by Steven Covey.)

The seven authentic (real) habits are:

1. 1.

   storytelling – involving creativity/history/communities/consumers;

2. 2.

   appearing as artisanal amateurs – “combining the passion of the amateur with the skill of an artisan” (p. 104);

3. 3.

   sticking to your roots – break‐off products need to reflect the original roots of the founders;

4. 4.

   love for the craft of the self‐explanatory;

5. 5.

   consumer immersion – “authentic brands absorb their surroundings, inspiring breakthrough innovation” (p. 106);

6. 6.

   being one with the community, such as Levi's commitment to gay rights; and

7. 7.

   indoctrinating staff into the brand cult – authentic brands are backed by fanatical and devoted staff that share the same brand values and passion about the companies cause.

After much discussion the authors state, “Although authenticity gets a lot of attention in postmodern marketing books, there's nothing new under the sun” (p. 101) I could not agree more! Ecclesiastics 1:9 in The Holy Bible reinforces this statement: “And that which has been done is that which will be done, so there is nothing new under the sun.”

While I briefly address the seven authentic habits, I recommend you purchase the book and read the in‐depth comments as the perception of authenticity is highly subjective and socially construed.

I highly recommend the book, finding it an easy read. I did not put it down until I digested each chapter. I came away believing 90 percent of what the authors wrote and learning much about today's Gen Yers.