The above slide is a quote from Peter Van Stolk on what it means for youth brands to be “authentic”.
Years ago, being “authentic” meant hiring a clever ad agency to concoct spin.
Youth today, however, have pretty good bulls**t detectors. That’s why you’ll rarely see youth at the tiller of a successful advertising agency. There’s a [...]
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, [...]
UPSTART RADIO 15
(This is an audio interview. Part 2 of a 2 part series. Listen online)
Continuing our theme What they don’t teach youth marketers at Business School with brand pioneer Peter Van Stolk we take a look at corporate culture and how it’s people, not strategies, that shape youth brands.
Prepare yourself for a 101 [...]
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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 [...]
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? [...]
