Marketing is no longer something you do to youth, but something you do with them (mobileYouth report 2008) Step out the ivory tower a minute, forget direct marketing or social media and take a look at the world of the young consumer and, importantly, what works. Take a look at what youth are actually saying about [...] [...more]
Trust Earned and Lost “Communication is not a function of technique but a function of trust” - Stephen R Covey Trust is earned never bought. It comes from years of doing rather than saying. Consider the Google brand as a trusted benchmark. However, trust is easily lost through complacency and the 6 ways illustrated below. In my [...] [...more]
by Graham Brown Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown <Back to Law #6) If you want to change your results, change your measurements 7) Sustainable brands ignore common sense - the underpinning of many of the failings highlighted in the 6 previous rules. Common sense means doing what works - [...] [...more]
by Graham Brown Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown <Back to Law #4) Make the internal business case for youth 5) Challenge your internal language. Many CEOs create an introspective “ivory tower” culture that takes too much time in self-referencing and using industry specific languages. See this post by Dave Knox from [...] [...more]
by Graham Brown Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown <Back to Law #3) Build a dialogue using the right channels 4) Make the internal business case for youth “We’re not a youth brand!” is the classic statement of disconnect. As the BBC strives to find mid teen programming to keep their [...] [...more]
by Graham Brown Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown <Back to Law #2 Take your insights from the street not the lab 3) Build a dialogue using the right channels. Marketing continues to plug the wrong advertising channels with the positive spin about their brand that youth aren’t watching anyway. Even [...] [...more]
by Graham Brown Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown <Back to Law # 1 Empower both employees and customers to own the brand 2) Take your insights from the street not the lab. Consumer insights commissioning meaningless focus group primary research that confirms what they already know, e.g. “Would you [...] [...more]
by Graham Brown Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown <Back to What makes a great Youth Brand? 1) Empower both employees and customers to own the brand. Create a culture where marcomms doesn’t strangle the brand. Empower localized decision making and remove the fear of making mistakes that will result in [...] [...more]
by Graham Brown Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown <Back to Introduction The Rise and Fall of Youth Brands What better to illustrate the failure of a youth brand than the prospects of Levi’s? You may remember the Nick Kamen adverts by BBDO in 1985/6 - he strolls into the laundrette, removes [...] [...more]
by Graham Brown Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown Introduction The Rise and Fall of Youth Brands What makes a great Youth Brand? Law #1) Empower both employees and customers to own the brand Law #2) Take your insights from the street not the lab Law #3) Build a dialogue using the right channels Law [...] [...more]
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