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 #4) Make the internal business case for youth
Law #5) Challenge your internal language
Law #6) If you want to change your results, change your measurements
Law #7) Ignore common sense

The Good Brand News is…

When it comes to youth marketing and youth brands, I open most of my presentations with the Good News and the Bad News for Youth Brands. So, in the same vein, here goes:

The Good News it that when we survey young consumers about youth brands, most say that your brand is “good”

The Bad News? Good, today, is simply not enough. There are a million “good brands”, “good applications”, “good marketing strategies”. Consider, for example, recent data suggesting companies favour increasing the prominence of youth marketing in their organizations - that means more supply. What makes yours relevant to their lifestyle such that it can be remarkable?

Find out in The Rise and Fall of Youth Brands