The Berlin Wall fell in 1989 but for most agencies and brands the Cold War is alive and well. Find out how key youth brands are revolutionizing their approach to engaging customers and changing their marketing from telling stories about the brand to helping customers tell theirs. View the webinar Customers Are The Brand (live [...]
BrandDemocracy: helping customers tell their story. It’s simple but so far removed from the dominant wisdom – use modern technology to tell the story about the brand. Now y’all know I’m a big Threadless fan (see the video when I met Threadless team) so any excuse to riff about them once again is most welcome. [...]
Last week on our mobileYouth North America Tour we visited with students on campus to discover what their thoughts are on youth marketing, brands, media and mobile. We discussed the findings and their implications on our weekly Wednesday Webinar but here is the video footage we shot at the University of California-Irvine. The students openly [...]
This is the first episode of our new show “Change Agents”. Each week Graham and I will be discussing case studies in youth marketing and examining companies that are doing a great job and those that may not be performing well at all. This first episode is entitled Brand Rehab. We look at three companies [...]
By Graham D Brown Your biggest challenge today as a marketer isn’t asking “how do we engage youth?” but asking “how do we remove the internal barriers that prevent us engaging youth?”. Your biggest sale is the internal one and your competitor your own organization. Advance apologies for its use but I will mention the [...]
by Graham D Brown Let’s face it – UA ain’t nearly as cool as it should be Building a brand takes time. The best brands have done it one customer at a time by focusing on share of customer over share of market. Many of the best case studies can be found in markets where [...]
Summary: When marketing to youth, attention is your biggest cost. Youth attention can no longer be bought through clever advertising, it must be earned. By Graham Brown Overview: We wake up thinking about our brand and our company’s problems. Youth don’t. They wake up thinking about themselves. Youth are very effective at filtering out your [...]
Notice how outstanding brands like Monster Energy, Vans, Red Bull, Jet Blue, Apple, Nike and Jones Soda are confident in standing for their values? That’s because they’re not focusing on the 100% we call “the market” but the 10% who are already sold on their product. Saying “no” more often is the best advice a [...]
UPSTART RADIO 14 (This is an audio interview. Listen online) Prepare yourself for a 101 on What they don’t teach youth marketers at Business School from one of our generations leading brand pioneers Peter Van Stolk. This is part one of a two-part series. Part two tomorrow. * “People care about Jones because it’s theirs” [...]