The reception at MTV Viacom headquarters off Oxford Street in London tells an interesting story.
The Berlin Wall
As you enter you’re greated by a seminal piece of photography – 2 East German guards standing in uniform atop the Berlin Wall. It’s 1989 and the younger guard is holding, as a symbol of arrival, an umbrella emblazoned [...]
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 [...]
by Graham Brown
Youth marketing is always redefining the parameters of what is acceptable. Bright individuals will always push the envelope however there will always be a marcomms department to keep them in check. That was one of the themes of my recent presentation to Vodafone on Youth, Loyalty and Trust and follows on from the [...]
I’m a big fan of Seth Godin, you probably know already (I’ve already blogged down the line about The Dip). I borrowed one of his riffs earlier when I blogged about Sliced Bread and why we need to challenge the received wisdom. Godin was the first author to switch me on to the idea of [...]
Vodafone, like most mobile operators, faces the ongoing challenge of being relevant to the next generation of its customers (youth) while at the same time not losing its broad appeal. It couldn’t re-invent itself as another Blyk or Boost Mobile (nor would it want to) but at the same time, as with the current problem [...]
More on-the-street video for mobileYouth 2007
Asking youth about their phone + operator
YouTube Direkt
More on-the-street videos here
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