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 slide is a quote from Peter Van Stolk on the Big Soda marketing model built on Pipelines rather than Platforms for engaging youth. (See also this presentation on End of the Pepsi Generation).
Does being this BIG really count for as much as it used to when it comes to engaging youth? Yes, David Beckham may deliver high viz, but what are the marketing externalities, do youth believe it?
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