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The goal here is to 
build a brand around 
Social Relevance 
Introducing 
GENERATIONAL INTELLIGENCE 
The New DNA of Brand ...
Demographics: Count the sheep and you’ll fall asleep
By the new revolution standards 
Demographics deems NO LONGER RELEVANT
In the new paradigm revolution where audience is 
mutating, only behavioral /emotional DNA match-making 
counts is relevan...
We’re all made of the 
same but unique code
Welcome to Generational Intelligence : 
A new behavioral fingerprints intelligence unplugged.
Generation; 
Lifestyle; 
Cognitive; 
Psychographic; 
Techno graphic 
Segmentation: 
A must process
• In every country there are moments that 
define a generation. 
• You share these moments with your peer 
group. 
• Each ...
The NEW thinking is now generational 
86+ G.I. Generation (Hero) 1901 to 1924 
68 – 85 Silent Generation (Artist) 1925 to ...
Based on 500 years of cycles, we can now 
predict the types of behavior exhibited by 
generations and the reactions by oth...
DEFINING THE CULTURE SHIFT 
As each Generation enters a new phase of life it changes the 
culture. These cultural changes ...
What a “Fourth Turning” means 
• Dramatic cultural changes and mood shifts come as a 
result from a threat or a perceived ...
Why do generational changes occur? 
Generations are divided by some historical event 
that changes societal behavior, you ...
But you have no experience of what happens 
in a Fourth Turning. 
Why? You have never seen one. So what’s the 
proof?
First Turning : 
High Upbeat era of strengthening institutions and weakening individualism. 
Second Turning : 
An Awakenin...
Are we entering the 
Fourth Turning? 
A crisis >
Traits of the “Fourth Turning” 
Fourth Turning: 
Always combine human happenings with natural disasters. Natural disasters...
So what’s changing? 
A new order: What’s in and what’s out
Today’s consumers don’t see your 
brand, they feel your brand
•Individualism is out. 
•Discovering “self” is out. 
•Celebrating differences 
is out. 
•Empowering individuals 
is out. 
...
Issues that began to work
Your brand to mirror their behavior
• We are starting to respect 
the establishment. 
• We are beginning to want 
less complex solutions, 
Heading toward simp...
What’s going out 
and coming in? 
Political Correctness 
is going out fast… 
but it will eventually be 
replaced by the 
c...
• Everything is beginning to feel urgent. 
• Education is falling as a priority, this is being replaced with 
survival/sec...
How to benefit your campaign with 
generational strategy?
With what matters to them most 
• Generational hierarchy of influence 
• Generational morphogenetic behavior analysis 
• G...
Speaking separately to 
Generations (political) 
Presentation by J.E.F
With a perfectly woven strategy
Message isolation 
Isolate your messages to each 
generation. 
• The division of the voter file. 
• Mail can be used effec...
So where are we?
• Generations have repeating personalities. 
They are categorized by: 
Hero (G.I. and Millennials) 
Artist (Silents) 
Prop...
NAMES OF REPEATING GENERATIONS 
Hero 1901-1924 GI 
Artist 1925-1942 Silents 
Prophet 1943-1960 Boomers 
Nomad 1961-1981 Ge...
So who are we? 
Presentation by J.E.F
Prohets: Boomers 
Boomers founded the moral majority, have worked to bring 
values “back,” and led the invasion of Iraq. 
...
Nomads: Gen Xer’s 
Gen-Xer’s have been described as latch-key, wild, grunge, 
hip hop, free agents with a hard edge. 
The ...
Heros: GI /MILL 
The G.I. Generation grew up as good-kids during the 
“protective food” movement and Prohibition. Describe...
Artists: SILENTS 
To the Silent’s, it’s all about process. Enacting land-use 
laws and EIS’s making sure everyone has a sa...
Life phases
Phase of Life, a 22 year age bracket defined according 
to central social role. 
Millennials: (0-21) Social role: growth (...
NICOLE KIDMAN’S NEW 
RETRO LOOK 2009
Generational Attributes
GI 
• This is the oldest living generation. 
• Attitude: We must all agree, all work the same way, and all look the same. ...
Silent 
They did not win the big one 
Born too late to be a Hero, too early 
to enjoy the ‘60s. ETC.
Boomer 
• Attitude: If you got it, flaunt it. 
• Likes: Winning, leading, vision. 
• Dislikes: anyone opposed to their val...
Xers 
‘’Attitude: ‘Whatever” 
Likes: Chilling, being individualistic, change. They put the X in 
eXtreme sports. 
Dislikes...
Millenial 
“ Let’s make the world a better place” 
• Likes: Family, teams, technology, and Boomers. 
• Dislikes: Dishonest...
Presentation by J.E.F 
ALL GENERATIONS
The question is: 
how to communicate your brand with them? 
How to match their DNA? 
• what language to use? 
• What visua...
Give your brand 
a relevant 
meaning and 
they blindly 
follow you to 
the top
To give your brand higher altitudes that render sustainable success, we’d 
like to hear from you http://neuromarketing.ca
Neuromarketing-Generational Marketing-2013
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Transcript of "Neuromarketing-Generational Marketing-2013"

  1. 1. The goal here is to build a brand around Social Relevance Introducing GENERATIONAL INTELLIGENCE The New DNA of Brand Matchmaking Presented by James Edine in collaboration of D.howard & associates Presentation by J.E.F
  2. 2. Demographics: Count the sheep and you’ll fall asleep
  3. 3. By the new revolution standards Demographics deems NO LONGER RELEVANT
  4. 4. In the new paradigm revolution where audience is mutating, only behavioral /emotional DNA match-making counts is relevant.
  5. 5. We’re all made of the same but unique code
  6. 6. Welcome to Generational Intelligence : A new behavioral fingerprints intelligence unplugged.
  7. 7. Generation; Lifestyle; Cognitive; Psychographic; Techno graphic Segmentation: A must process
  8. 8. • In every country there are moments that define a generation. • You share these moments with your peer group. • Each generation has a shared set of values, a shared personality. • Demographics no longer work. • Generations behave VERY predictably.
  9. 9. The NEW thinking is now generational 86+ G.I. Generation (Hero) 1901 to 1924 68 – 85 Silent Generation (Artist) 1925 to 1942 50 – 67 Boomer Generation (Prophet) 1943 to 1960 29 – 49 Gen-X Generation (Nomad) 1961 to 1981 5 - 28 Millennial Generation (Hero) 1982 to 2005
  10. 10. Based on 500 years of cycles, we can now predict the types of behavior exhibited by generations and the reactions by other generations. Let’s take a look
  11. 11. DEFINING THE CULTURE SHIFT As each Generation enters a new phase of life it changes the culture. These cultural changes are called Turnings A full cycle of the Four Turnings takes 80 to 100 years. You know that the sun will rise and set. You know that Monday follows Sunday. You know to prepare for winter.
  12. 12. What a “Fourth Turning” means • Dramatic cultural changes and mood shifts come as a result from a threat or a perceived threat. • Remember all three American Fourth Turnings have been national crisis’? • 9/11, terrorist attacks, gas prices, the world has turned against the US. • Polarization vs. everything negotiable. • Something different is happening Why?
  13. 13. Why do generational changes occur? Generations are divided by some historical event that changes societal behavior, you go through it together, it’s universal – a marking point. You belong to it, too.
  14. 14. But you have no experience of what happens in a Fourth Turning. Why? You have never seen one. So what’s the proof?
  15. 15. First Turning : High Upbeat era of strengthening institutions and weakening individualism. Second Turning : An Awakening - Passionate era of spiritual upheaval. Third Turning : An Unraveling -Strengthening individualism and a weakening of institutions, when the old civic order decays. The Fourth Turning : A Crisis – Decisive era of spectacular upheaval driven by defense of values.
  16. 16. Are we entering the Fourth Turning? A crisis >
  17. 17. Traits of the “Fourth Turning” Fourth Turning: Always combine human happenings with natural disasters. Natural disasters happen all the time. What is different is how we react to them. Our REACTIONS in a Fourth Turning are very different. The first World Trade Center bombing in 1993 vs. 9/11:Commission took out two foreign countries. Now we have: Tsunami, Earthquakes… Whole cities destroyed. Price of oil going up… Clearly, we are approaching a new Fourth Turning.
  18. 18. So what’s changing? A new order: What’s in and what’s out
  19. 19. Today’s consumers don’t see your brand, they feel your brand
  20. 20. •Individualism is out. •Discovering “self” is out. •Celebrating differences is out. •Empowering individuals is out. •No more “Army of One.” •Personal violence will become out after a series of serious events. • Bright and giddy are out. • “How can I change things” is out. • No more “What’s in it for me?” • Being flippant is out. • Public talk about private matters is out. etc…
  21. 21. Issues that began to work
  22. 22. Your brand to mirror their behavior
  23. 23. • We are starting to respect the establishment. • We are beginning to want less complex solutions, Heading toward simplicity. • Celebrating what makes us the same is in. • Sharing with others is in. • Big, bland, and friendly is in. • Empowering groups instead of individuals is in. • Young – super heroes that serve society – big in? • Team sprit is in. • A national sense of community is being revitalized. • The new culture gravitates toward social goals and human relationships that can be clearly defined. Etc.
  24. 24. What’s going out and coming in? Political Correctness is going out fast… but it will eventually be replaced by the conformity police.
  25. 25. • Everything is beginning to feel urgent. • Education is falling as a priority, this is being replaced with survival/security. • Social justice is no longer a priority, we are beginning to want justice against the individual. • We are beginning to see value in regulation and public intrusion into our lives. • Hard stance against immigration will harden more. •“Lifestyle tolerance” and “process protected fairness” are declining steeply.
  26. 26. How to benefit your campaign with generational strategy?
  27. 27. With what matters to them most • Generational hierarchy of influence • Generational morphogenetic behavior analysis • Generational techno graphic analysis (age of the Web: age of engagement) • Generational message ISOLATION • New Generational look & feel • Generational prediction analysis
  28. 28. Speaking separately to Generations (political) Presentation by J.E.F
  29. 29. With a perfectly woven strategy
  30. 30. Message isolation Isolate your messages to each generation. • The division of the voter file. • Mail can be used effectively for detailed plans. • Recruit Millennials for volunteers, they are givers. Most voters are over 45 years of age. • To win, you need Silents and Boomers. • If you attract Boomers, you get Millennials. • Gen-Xers classically do not vote in large numbers.
  31. 31. So where are we?
  32. 32. • Generations have repeating personalities. They are categorized by: Hero (G.I. and Millennials) Artist (Silents) Prophet (Boomers) Nomad (Gen-Xers) • They cycle over and over each about 20 years Behavior as they go throughout the phases of life has a predictable pattern. • This is tracked this back five centuries.
  33. 33. NAMES OF REPEATING GENERATIONS Hero 1901-1924 GI Artist 1925-1942 Silents Prophet 1943-1960 Boomers Nomad 1961-1981 Gen Xer’s Hero 1982-2001? Millennials Artist 2002-???? Etc.
  34. 34. So who are we? Presentation by J.E.F
  35. 35. Prohets: Boomers Boomers founded the moral majority, have worked to bring values “back,” and led the invasion of Iraq. The Missionary Generation before them led the Decency brigades, Prohibition and the war against fascism.
  36. 36. Nomads: Gen Xer’s Gen-Xer’s have been described as latch-key, wild, grunge, hip hop, free agents with a hard edge. The Lost Generation before them were bad-boy’s too. With the flappers, they made the 20’s the “roaring ‘20s.”
  37. 37. Heros: GI /MILL The G.I. Generation grew up as good-kids during the “protective food” movement and Prohibition. Described by Gen. George Marshall as “the best damn kids in the world.” Millennial began with “Baby on Board.” Have been described as team oriented, overprotected achievers.
  38. 38. Artists: SILENTS To the Silent’s, it’s all about process. Enacting land-use laws and EIS’s making sure everyone has a say. Too young for WWII, too old for the 60’s. Just give us our parking spot. Like the well-behaved Progressive’s before them, too young for the Civil War, Roosevelt’s Progressive Party lost to Wilson. It was always bad timing.
  39. 39. Life phases
  40. 40. Phase of Life, a 22 year age bracket defined according to central social role. Millennials: (0-21) Social role: growth (receiving nurture, acquiring values). Gen Xer’s: (22-43) Social role: vitality (serving institutions, testing values) Boomers: (44-65) Social role: power (managing institutions, applying values). Slients: (66-83) Social role: leadership (leading institutions, transferring values). GI: (84+) Social role: dependence (receiving comfort from institutions, remembering values).
  41. 41. NICOLE KIDMAN’S NEW RETRO LOOK 2009
  42. 42. Generational Attributes
  43. 43. GI • This is the oldest living generation. • Attitude: We must all agree, all work the same way, and all look the same. • Likes: Firm leadership, do your civic duty. • Dislikes: Wimps, whiners & slackers. • Heroes: Superman. • Characteristic: Gallantry. • They have been saving and sacrificing all their lives. They expect their economic reward to continue. • How did they get their name, General Issue…just like all the others of their generation. Etc.
  44. 44. Silent They did not win the big one Born too late to be a Hero, too early to enjoy the ‘60s. ETC.
  45. 45. Boomer • Attitude: If you got it, flaunt it. • Likes: Winning, leading, vision. • Dislikes: anyone opposed to their values. • Passionate about their beliefs. • Image conscious (who is the target market for cosmetic surgery?) ETC.
  46. 46. Xers ‘’Attitude: ‘Whatever” Likes: Chilling, being individualistic, change. They put the X in eXtreme sports. Dislikes: Bossiness, corporate culture, getting up in the morning. Characteristics: Hard headed, individualistic, arrogant. Have been described as “a generation wearing shades.” Also described as slackers, cynical, realists, and survivalists. They love “experiences.” They know there is nothing perfect in the world, and they have “seen that end of the stick.” Etc.
  47. 47. Millenial “ Let’s make the world a better place” • Likes: Family, teams, technology, and Boomers. • Dislikes: Dishonesty, unbalanced lifestyles. • Characteristics: Caring, honest, balanced, optimistic. • Confident – and they have reason to be. • Ability to simultaneously collect & interpret a tremendous amount of information. • Respect Boomers not Gen-Xers. • They are great volunteers (community is theirs) • They will quickly fill the shoes of the • outgoing G.I. (Hero) Generation. Etc
  48. 48. Presentation by J.E.F ALL GENERATIONS
  49. 49. The question is: how to communicate your brand with them? How to match their DNA? • what language to use? • What visual style appeal to what generation? • what colors impacts whom? • What are their cognitive stimuli? • What’s their techno graphic behavior? • What motivates them to take action? • Etc.
  50. 50. Give your brand a relevant meaning and they blindly follow you to the top
  51. 51. To give your brand higher altitudes that render sustainable success, we’d like to hear from you http://neuromarketing.ca

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