Just read and interesting presentation from Paul Isakson on the ‘Future of marketing’. He’s a great strategist out of Space 150. His presentation focuses on one key truth, ‘it’s not what you say that matters, it’s what you do with and for people’. I 100% agree with this, and think it is especially relevant in the youth context as building a successful youth brand today is far more about the intimate gestures you do for them. Being playful, being participatory, being helpful, being generous as he speaks about. It’s also about treating them as ‘partners in production’, NOT the target audience. They are not passive, they are active, and want to play and participate…If you give them a great idea. I’m talking about ‘creating tribal ideas for Gen C’ at Nokia World this year and I think Paul has some great pointers around treating youth as co-conspirators in your ideas/marketing. Nice work Paul.