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 [...]
This week we’re look at youth marketing in China. Click the photo to access Ebooks, Videos & Interviews on Youth Culture in China:
Upstart Radio by Graham Brown
Partnership Marketing – building brand equity from the grass roots upwards is a concept touted by the more progressive marketers in developed markets but does it work in China? [...]
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Let’s talk about Dave
Dave’s not his real name. He might be you, he might be someone you know. But he’s out there. But we’re not interested in Dave now – he’s successfully buried somewhere in the advertising or marketing world. We want to know about Dave then.
“Then” was 1989, approaching the “Summer of Love” in [...]
OK, if you can forget the taurine issue for a minute – you’ll see that Red Bull are the gold standard of youth marketing.
What is it that Red Bull does right?
* 1) With few exceptions, Red Bull doesn’t taint its brand with overt direct marketing employed by its rivals. It’s not common sense, but then [...]
by Graham Brown
Youth marketing is always redefining the parameters of what is acceptable. Bright individuals will always push the envelope however there will always be a marcomms department to keep them in check. That was one of the themes of my recent presentation to Vodafone on Youth, Loyalty and Trust and follows on from the [...]
Youth Marketing is all about something you do with not to youth.” Graham Brown (mobileYouth 2008 Report)
Following my earlier riff about trends in the marketing of Great Youth Brands (last time was Red Bull), I’d like to talk about one of my favourites.
This is the key question – how does a mass market “everything to [...]
Great thing about Red Bull is, whether you can stomach the taste or not, it’s doing something different about connecting with its consumers. Rather than investing heavily into technology or above the line marketing the brand marketing, like the message it aims to project to its consumers, is all about taking risks.
Risks? Yes, that means [...]
