About Joeri Van den Bergh is author of How Cool Brands Stay Hot. Branding to Generation Y and the co-founder of InSites Consulting, a global ‘new generation’ research agency with offices in Belgium, the United Kingdom, the Netherlands and the US. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. His clients include global customers such as Lego, Nokia, Sony, MTV Networks, Danone, Unilever and Coca-Cola, for whom he has provided youth research and advice on how to target the youth market. As author and contributor to numerous journals, he also lectures throughout the world on marketing topics.