Neuromarketing Generational Intelligence -2013

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Neuromarketing Generational in the making 2013

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Neuromarketing Generational Intelligence -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. • 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? What a “Fourth Turning” means
  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. 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. Traits of the “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 feelyour 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. • 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 With what matters to them most
  28. 28. Speaking separately to Generations (political)
  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?
  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. • 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. GI
  44. 44. They did not win the big one Born too late to be a Hero, too early to enjoy the ‘60s. ETC. Silent
  45. 45. • 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. Boomer
  46. 46. ‘’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. Xers
  47. 47. • 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 “ Let’s make the world a better place” Millenial
  48. 48. 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. Thank you for your attention

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