10 observations on how the best youth brands behave

Here are a few thoughts that’ve been kicking around in my head about how the best youth brands behave and engage with youth:

1. Stand for something important

2. Be true and authentic, no one likes a try hard

3. Never forget your roots…’retro’ is back in

4. Stay focused and never ever believe your own hype

5. Be discovered…never push

6. Deliver on your promise at every single touchpoint

7. Never ever take yourself too seriously

8. Invite young people in to take co-ownership of your brand

9. Spark conversations and create culture, never hold a mirror up to youth, they’ll get bored and move on

10. Help them belong to a community..help them express themselves through that community and connect with other likeminded youth