Build your fans a home: community, project or cause. House the Dialogue and allow them to create their own Context. Connect them with each other and step back.
Quote from a 2011 mobileYouth workshop hosted for Nokia.
SMART index data shows Nokia’s strongest identifiable beachhead is in the 24-29 age groups. These beachheads have a nostalgic relationship with the Nokia brand emerging from the fact that Nokia was their first handset as a teenager. Memories of Snake, Club Nokia and snowboarding combined with reliability engaged a whole generation who have, until recently, remained largely loyal to the brand. The big question for Nokia today is, however, how do they address the next generation of youth for whom Nokia has no legacy or relevance?
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