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. [...]
peter van stolk
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 [...]
