Last week we blogged on Pepsi’s departure from the rather staid world of high viz TV and print advertising in dumping agency BBDO. The brand, however, couldn’t have had a quicker baptism in the modern twitterverse than the backlash from it’s rather ill-thought out suicide themed advertisements (death of a calorie). Okay, kids may love [...]

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 - [...]

by Graham Brown
Part of the feature series: The 7 Laws of Youth Marketing by Graham Brown

<Back to Law #5) Challenge your internal language
6) If you want to change your results, change your measurements
Ultimately it all comes down to Your choice of metric.
I’ve been a long time proponent of integrating long term business metrics alongside [...]

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 [...]

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 [...]

Youth don’t wake up in the middle of the night in a cold sweat with your mobile app or your brand on their mind - so why do we think otherwise?
Let’s face it - youth don’t care about you, your product, your latest whatever or the fact that you’re the leading, the biggest, the most [...]

The fruit of youth marketing lies in organic soil.
Excuse the poetic analogy for one moment whilst we take a look at how companies are forging long term dialogue and relationships with young consumers using innovative methods.
The innovation lies not in technology. This is not about discovering a web2.0 widget but in using innovative approaches to [...]