Mind Your X's and Y's - by Lisa Johnson (Paperback)

Book Synopsis

Today's 18-to-40-year-olds make for a notoriously elusive group of consumers: they're savvy, sophisticated, and particular. They're all but immune to traditional advertising and have an instinctive sense of quality and fair pricing. Inundated with choices, they are drawn to brands that satisfy not just what they need, but what they crave. At the same time, these consumers are spending money like it's going out of style. Generation X has firmly refuted its slacker reputation and is nearing the height of its earning potential. Generation Y has more buying power than any previous generation of teens and twentysomethings. But how to win their attention and loyalty?

In Mind Your X's and Y's, Lisa Johnson proves that the buying habits of 18-to-40-year-olds can be anticipated. Johnson, coauthor of Don't Think Pink and a leading marketing consultant, pinpoints the new rules of engagement for this Connected Generation. Based on her own and others' groundbreaking 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 revolutionary book is packed with fascinating 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 X's and Y's 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.

Members of Generations X and Y are the most coveted and hard-to-reach consumers in the marketplace. Mind Your X's and Y's is a master class in how to create compelling brands for this Connected Generation.

Review Quotes

""Mind Your X's and Y's" is a captivating read from start to end. This fascinating book reads like a novel, and is hard to put down once you start reading. The case studies are informative and interesting, covering some of the best-known companies in the world, large and small. Any corporation marketing toward the X and Y generations will greatly benefit from Johnson's book." -- Martin Lindstrom, brand futurist and author of "BRANDchild" and "BRAND sense"

"Ignore the title, designed to keep the contents herein a secret, and grab this book right away. It's a revelation. You'll quickly get up to speed on what's been going on behind your back...an entire generation is playing by new rules, and they're prepared to live their entire lives without you -- unless you get with the program." -- Seth Godin, author of "Small Is the New Big"

"Want to reach the most connected generation of consumers in history? First you need to understand what makes them different and what makes them tick. With keen analysis and smart case studies, Lisa Johnson has cracked the code of this elusive group of consumers. No matter what industry you're in, you'll gain lots of insight and tons of great ideas from this book." -- Daniel H. Pink, author of "A Whole New Mind"