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 the premium [...]
The above slide is a quote from Peter Van Stolk on what it means for youth brands to be “authentic”.
Years ago, being “authentic” meant hiring a clever ad agency to concoct spin.
Youth today, however, have pretty good bulls**t detectors. That’s why you’ll rarely see youth at the tiller of a successful advertising agency. There’s a [...]
Here’s a collection of articles discovered in the last year that have shaped my opinion on what makes successful youth marketing. Thanks to all the writers here for pitching in with their ideas and making the journey a lot more fun.
The Pepsi Generation Model of Marketing
(1) Today’s Inspiration
(2) Are Celebrity Endorsements even worth it? (enoVate)
(3) [...]
The above slide is a quote from Peter Van Stolk on the Big Soda marketing model built on Pipelines rather than Platforms for engaging youth.
The rules say that creating a great brand for youth is about creating the big idea – the drumming monkey, the gopher or the flashmob. That’s the unquestionable rule. Big idea, [...]
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 manager [...]
And that’s fine, because 90% of the world doesn’t get it, won’t get it and their world view is such that no matter how much evidence you collate, nothing will change.
And that’s how you should treat your “market”. Forget selling to the unsold.
Your energy is limited, don’t spread it across 100% of the market.
This [...]
There was a time when Pepsi said that they were the “choice of a generation” and youth believed. There was a time that in exchange for the inconvenience caused by interrupting young people on TV, in the magazine or at the bus stop, creative agencies would balance the transactional deficit by delivering humour.
That’s what gave [...]
New media is a promise. It isn’t the solution.
It’s a promise that you’ll turn the narrative from one about the brand to one about the customer.
It’s easy to be seduced by the technology. Want to engage youth? Go mobile, go Facebook. Avoid the Meatball Sundae. It’s the Moon not the finger pointing at it.This is [...]
