Machine generated contents note: 01.Defining Generation Y -- X, Y, Z: three youth generations -- The Millennial consumer in the United States -- A cause without rebels: the new parent-child paradigm -- Insane in the brain: teenage neurology -- Stimulation junkies -- A fragmented world -- Crowd-sourcing and co-creation -- A soap called `ME': youth's new narcissism -- Millennial myths: debunking conceptions of Gen Y -- Conclusion -- 02.Developing a brand model for the new consumer -- The power of word-of-mouth -- The research base: 5,000 brand stories can't be wrong -- The five success factors of Gen Y brands -- CRUSH into practice: two case studies -- Conclusion -- 03.What cool means to brands -- Gen Y's definition of `cool' -- The magic cool formula -- Not all categories are equally cool -- How to make your brand cool -- Is Gen Y loyal to cool brands? -- How to find out what's cool -- Peter Pandemonium: adults' desire to stay young and cool -- Conclusion --

Contents note continued: 04.The real thing: brand authenticity -- The roots of real: why brand authenticity is the `in' thing -- True tales and crafted cult: how brands portray authenticity -- The first, the last, my everything: using indicators of origin -- Irony killed authenticity: Gen Y's perception of authentic claims -- How Gen Y values honesty -- Levi's translates authenticity to Gen Y -- Conclusion -- 05.We all want unique brands -- How unique is your unique selling proposition? -- Brand DNA -- Love is a battlefield: identifying market drivers -- Brand mascots, somatic markers and memes -- Conclusion -- 06.Self-identification with the brand -- Knowing me, knowing you: teens' identity construction -- A quest called tribe: teens' search for a fitting lifestyle -- A 3D mirror for everyone: mapping youth lifestyles -- Global citizens with a national identity -- No ID, no entrance: implications for brands -- From Avatar to YouTube: online identity construction -- Conclusion --

Contents note continued: 07.Happiness: Gen Y's adoration for branded emotions -- We think less than we think: the central role of emotions -- You're not the only one with mixed emotions: emotions related to brands -- How brands can tap into emotions -- Hijacks, hate and videotapes: when negative buzz takes over -- Don't worry, be happy: arousing happiness through experiences -- Magic moments: brand activation and the gamification of marketing -- Magic spaces: pop-up stores -- Coca-Cola's focus on happiness -- Conclusion.