Mind Your Xs And Ys Satisfying The 10 Cravings Of A New Generation Of Consumers Johnson by Johnson, Lisa 9780743277501, 0743277503 instant download after payment.

viii, 277 pages ; 24 cm;"In Mind Your Xs and Ys, Lisa Johnson proves that the buying habits of 18-to-40-year-olds can be anticipated. Johnson pinpoints the new rules of engagement for this Connected Generation. Based on her own and others' research, she looks into the heart of the Gen X and Y psyche to identify its ten core cravings - for adventure, for high-concept design, for new families and social networks, and for personal storytelling, to name a few." "This book is packed with case studies of established and breakaway brands from every major industry, interviews with dozens of maverick thinkers and hundreds of consumers, and numerous revealing statistics. Johnson analyzes the scope of each craving to determine how it drives specific buying behaviors and offers relevant data that illustrate its impact. Mind Your Xs and Ys equips anyone who wants to reach these consumers - brand managers and their advertising, online, creative, packaging, events, and promotions teams; small-business owners and their marketing staff; advertising agencies and specialists - with the know-how to transform market research into profitable strategies."--Jacket;Includes bibliographical references (pages 251-259) and index;Introduction : the rise of the connected generation -- Shine the spotlight : extreme personalization gives marketing a new face -- Raise my pulse : adventure takes its place as the new social currency -- Make loose connections : the new shape of "families" and social networks -- Give me brand candy : everyday objects get sharp, delicious, intuitive design -- Sift through the clutter : editors and filters gain new prominence -- Keep it underground : the rejection of push advertising and the rising influence of peer-to-peer networks -- Build it together : connected citizens explore their creative power and influence change -- Bring it to life : everyday activities are orchestrated to deliver a dramatic sense of theater -- Go inward : spiritual hunger and modern media find common ground -- Give back : redefining volunteerism and the meaning of contribution -- Conclusion : the new players you need to know