Creating Tribal Ideas for Generation C – my Nokia World presentation

Creating Tribal Ideas for Generation C

Here’s the presentation I gave last week in Stuttgart Germany at Nokia World. They asked me to come and present on how brands are using social media to connect with youth. I spoke mainly about the many different dimensions of Generation C and how social media is shaping their self identity. I also spoke about the key principals brand behaviours you need to adopt when tryign to create a tribal idea – an idea which sparks a rapid mobilisaiton of youth. Click through to slideshare and check the ‘notes pages’ for all my speaker notes which explain some of the points if the images aren’t clear. Had a great time at Nokia World and will be blogging on it this week.

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How Nike SB, Red Bull, Grey Goose, Diesel and Burger King made it

Some case studies on how the best brands have had success and failures. A look into Nike SB, Red Bull, Levi’s vs Diesel, Grey Goose vs Absolut and the re-incarnation of Burger King. Some observations on what other brands can learn. The preso is from last year but I never put it on the blog…

Brand Leadership – 5 Global Cases from the best brands By Dan Pankraz

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Youth Marketing Rule #4 Experiment, always be in BETA mode

Experimentation was the catchcry of the 60’s with youth, and we’re seeing it come back as a key part of brand behavior. Brands who have an ‘always in BETA’ attitude to their business are gaining traction with Gen C. These brands are constantly trying new things and experimenting, asking for a viewpoint, in all aspects of the marketing mix. As long as it delivers on the overall brand point of view, it’s worth trying. Don’t be afraid of failure, if you have a go and are transparent, you get respect and love. Burger King is a great example of a brand constantly experimenting with new ideas but staying true to a core organising thought of ‘having it your way’. Over the past few years we’ve seen the ‘Subservient Chicken’, ‘Whopper Freakout’, ‘Whopper Virgins’ and most recently ‘Whopper Sacrifice’ all bringing people’s love of the Whopper to life in very different but engaging ways. Skittles latest foray is another great example of a brand trying new ways to connect with youth and really leveraging social media to create conversations around the brand.