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, [...]
Notice how outstanding brands like Monster Energy, Vans, Red Bull, Jet Blue, Apple, Nike and Jones Soda are confident in standing for their values? That’s because they’re not focusing on the 100% we call “the market” but the 10% who are already sold on their product.
Saying “no” more often is the best advice a manager [...]
And that’s fine, because 90% of the world doesn’t get it, won’t get it and their world view is such that no matter how much evidence you collate, nothing will change.
And that’s how you should treat your “market”. Forget selling to the unsold.
Your energy is limited, don’t spread it across 100% of the market.
This [...]
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See the full Youth Marketing presentation here
Build a Beachhead, give them enough Social Currency to talk about your brand and empower the Passionistas to feel they belong and are significant. This dedicated group of customers are already out there you just [...]
50 Youth Marketing Keywords You Need to Know PART FOUR (Graham Brown mobileYouth.org)
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The above slide is a quote from Peter Van Stolk
Even if you’re a global multi-billion dollar outfit, you still have to be that little guy. Nike demonstrate that their base of operations is clearly one born out of an environment that rewards calculated risk taking. Where else could they concoct such ideas as Nike 6.0? [...]
