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When Nik Kamen strolled confidently into the launderette to the opening and inimitable riffs of Marvin Gaye’s “Head it through the grapevine” an advertising icon was born. Levi’s Stripping to his boxer shorts to the amazement of onlooking [...]

If you want to see how youth marketing will look in 5 years time, look no further than these inspirational examples.

Summary: Why should you consider social values?
1) Direct marketing (especially display advertising) is less effective with youth
2) To engage youth you need to create
3) Youth are increasingly buying brands as a result of their associate [...]

Marketing is no longer something you do to youth, but something you do with them (mobileYouth report 2008)
Step out the ivory tower a minute, forget direct marketing or social media and take a look at the world of the young consumer and, importantly, what works. Take a look at what youth are actually saying about [...]

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 [...]