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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, [...]
Do your customers think they own your brand? The days of control are behind us. The brands that will win in this new landscape are those whose base of operations lie not in control but in leadership. This is brand democracy at work.
We’ve got to get it into our heads that youth don’t wake up [...]
Time to stop fishing where the fish are. Time to move from campaigns to conversations. If a brand is a story that we tell, it’s time to move the narrative from being about the brand to one about the customer. As we asked earlier, “where am I in this story”, “can I drink me?”
The above [...]
I’ve been a fan on Peter Van Stolk’s work for some time. Perhaps it’s because he was out there living the 7 laws of youth marketing when I was simply writing about it. Perhaps it’s the simple irreverance of the Jones Brand he helped grow that threw the copybook out and ignored the received wisdom [...]
A new youth marketing presentation. (see below)
“Congratulations” read the letter, “Your photo submission has been approved and will appear on Jones Soda bottles soon.”
Like most teenagers her age, recognition by the products and brands that touch her life was narrowly confined to advertising, promotions and unsigned birthday cards. To “win” something or to feel that [...]
Crowdsourcing and Worth of Mouth
Can customer created ads generate word of mouth marketing? Unilever is holding a contest where viewers can film their own TV Spot for Axe’s Hair Crisis product line, with rewards going as high as 60,000$. (Source Todd Wasserman @ BrandWeek)
When communities build multimillion dollar companies.
“Threadless” CSO, Jake Nickell talks about how [...]
Is this the face of Youth Marketing’s future?
* 470,000 followers on Twitter
* 1 million community members
* $30m in revenues with 30% operating profit margin (and that was back in 06)
* and…wait for it…. no advertising
I had the opportunity to meet the guys at Threadless as a part of our 2009 mobileYouth tour and find out [...]
* the SkinnyCorp method for creating online awesomeness (Google Video)
* A User’s Guide to 21st Century Economics (HarvardBusiness)
* Threadless Founders Jake Nickell and Jeffrey Kalmikoff Crowdsource Their Way Into Our Hearts (LA Weekly)
* Emily the Strange Comics labels on a Jones Soda Limited Jones (myJones)
* Gen Y Says: “I Want My Social TV!” (ReadWriteWeb)
* What [...]
