mobileYouth®

UPSTART RADIO 14
(This is an audio interview. Listen online)

Prepare yourself for a 101 on What they don’t teach youth marketers at Business School from one of our generations leading brand pioneers Peter Van Stolk.

This is part one of a two-part series. Part two tomorrow.

Listen to the Radio Interview at the bottom of this post

* “People care about Jones because it’s theirs”

* “The reason why people aren’t engaged or excited about the stuff you’re doing is fear. If you’re afraid to make a mistake you’re afraid to win. Nothing’s come out fear…”

You’ve seen his quotes in our presentations, videos and research – now you can hear from the man himself. Peter Van Stolk founded Jones Soda in 1995 and spent 12 years growing the brand from being a “midget in a land of giants” to being a $40m sales soda valued at over $1 billion during the height of the bubble. His work vindicates the belief that great youth brands are built by great people not great strategies. Take the change agents out of the situation and you remove the brand ethos that makes the communication resonate with young customers.

The following conversation is part 1 of a 2 part series covering:
* What it means to be authentic
* Consumer insights
* Brand democracy
* How corporate culture and people rather than strategy shapes and makes youth brands
* Our obligation to invest back into the community and Peter’s work with Vitamin Angels.

How to Listen

If you like the radio show, why not subscribe to the radio updates to your Ipod or Iphone through Itunes?

(A) the MP3 player at the foot of this post, or
(B) Listen through Itunes

Podcast: Play in new window | Download

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