To successfully establish an emotional bond with the customer, marketers have to access the mind and heart. Linking the desire for entertainment with emotion is the key. Put the customer in the right mood, make him feel good and he's likely to spend money. In this text, the author analyses how this is achieved.

Successfully establish an emotional bond with customers by linking the desire for entertainment with emotion and explore how this is achieved through the most spectacular 'experience worlds' across the globe.

How Cool Brands Stay Hot reveals what drives Generation Y, the most marketing savvy and advertising-critical generation, and how you can develop the right brand strategies to reach this group which, at three times the size of Generation X, has a big impact on society and business. Packed with qualitative and quantitative research plus creative ideas on how to position, develop and promote brands to the new consumer generation, it explains the five crucial steps or dimensions on how to stay a cool youngster brand. The first edition of How Cool Brands Stay Hot won the prestigious 2012 Berry-AMA Book Prize for the best book in marketing and Expert Marketer's Marketing Book of the Year 2011. This fully updated second edition incorporates additional years of extensive research and includes new case studies and 18 interviews with global brand and marketing executives of successful brands such as Converse, Heineken, Diesel, Coca-Cola, MasterCard, eBay, and the BBC.

Sweeping transformation of brands has led to a warranted need to conquer space for brand performances. Branded spaces emplace agents like consumers or other stakeholders to have an experience that is in multisensual association with a brand. In a fast changing world, branded spaces are becoming lighthouses for brands, for their image and for their relationship to agents. Additionally, the editors and contributors often use a story-like framework to explore how branded spaces are approached as well as to what degree they afford success. Management, branding, marketing, sociology, psychology, and philosophy are some of the disciplines that deal with branded spaces. To address the complexity and the multidisciplinary challenge of branded spaces, this topic is approached via different categories: places and possibilities, facts and figures, senses and sensualities, stories and situations as well as critiques and consequences.

As this book is the first book worldwide in the "sustainable" management of luxury area, it highlights key aspects in the sustainable management of luxury based on presentations using different approaches, whether reflexive, empirical, hands-on or applied theory and cases.

Industry insider Scott Lukas teaches you how to design exciting, believable, authentic themed spaces. Make your immersive worlds come alive with the gems in this book, including key industry interviews and case studies!