Next Gen setting the scene

The Next Gen Battle will be structured along the typical stages of a marketing strategy. At the end of each stage, you will be challenged with some unexpected twists and turns. These will either allow you to take a shortcut or will require you to dive deeper into the case. After the final stage, all teams will battle it out during their pitch to the companies. The game is based on the award winning book: How Cool Brands Stay Hot: Branding to Generations Y & Z written by Joeri Van den Bergh and Mattias Behrer.

How Cool Brands Stay Hot analyses Generations Y and Z, the most marketing savvy and advertising-critical generations yet. Based on five years of intensive new youth research by InSites Consulting, it provides insights into the consumer psychology and behaviour of Next Gen consumers. The book won the 2012 Berry-AMA Book Prize for best book in marketing (awarded by the American Marketing Association Foundation – AMAF) and the Marketing Book of the Year 2012 Award (awarded by Expert Marketer).

Battle preparation

Joeri also has a blog in collaboration with InSites Consulting and even some of our own Vlerick alumni (like Katia Palini and Gulia Gasperi). Have a look at the blog posts in order to be prepared for the battle and get some insights to give your team a tactical advantage:

Capture Blog How Cool Brands


Next Gen setting the scene

& Rankings

Equis Association of MBAs AACSB Financial Times