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Young Money

Young Money



Strategy to develop and market a debit card for Lil Wayne\'s Young Money....

Strategy to develop and market a debit card for Lil Wayne\'s Young Money....



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    Young Money Young Money Presentation Transcript

    • Young Money Brand Positioning & Architecture Conceptual Strategy
    • The folly of Old Money is “they” thought it would last forever. Today, generations value a new currency that doesn’t age. Welcome to Young Money... 1
    • Young Money Manifesto: Our money? We made it fresh this morning. This isn’t easy money, it’s the smart money, it’s “on the money.” And it’s worth more than your money. We exchange social currencies, resurrect dead presidents, and print Benjamins. Money aint a thing. 2
    • Opportunity Current macro economic factors and consumers’ changing attitudes towards innovative and social payment forms, are influencing how we buy and pay. Young Money’s debit card launch is the gateway to creating popular culture’s preferred social currency for young adults 18-34. 3
    • Business Objective Activate new accounts: Alpha spenders and social shoppers, 18-34, who use bank- issued and pre-paid debit cards. • NYC • Miami • Atlanta • Los Angeles • Chicago 4
    • Market Space 5
    • What is Money? Euripides, the Greek dramatist said money is the wise man’s religion. Jesus said the love of it is the root of all evil. Societal beliefs, mores, values and rituals towards money are influenced by how much of it one has. Money is a cultural, emotional and physical instrument of opportunity. 6
    • Payment Perceptions ABILITY Credit Debit STRIVER MOGUL Secure Cash CURRENCY 7
    • How we Spend It 2009 IN-STORE TRANSACTION MIX Source:Visualeconomics.com 8
    • What we Buy NYC: 18-25, single, male, no kids, all incomes. LA: 18-25, single, female, no kids, all incomes. HOUSE & HOUSE & HOME FOOD & DRINK HOME $249 TRAVEL + ENT. $369 $344 $341 GETTING FOOD & DRINK TRAVEL + ENT. AROUND $173 $725 $287 HEALTH & SHOPPING FAMILY $403 $380 HEALTH & FAMILY $245 SHOPPING $540 GETTING AROUND $72 Source: Bundle.com 9
    • Target Consumer Image-conscious social strivers and climbers who use debit cards fashionably. Source: American Bank Group 10
    • Consumer Insight Financial instruments represent strength in social environments and aspirational atmospheres where cash is not always king. 11
    • Positioning Statement Young Money is the only prestige alternative payment solution for Millennial consumers, 18-34, who consume popular culture. 12
    • Brand Architecture • Prepaid Debit • Debit PIN • Debit Signature CARDS • Gift • Online • Retailer Merchant • Travel - Air, Hotel • Live entertainment REWARDS • Coupon • Comparative Shopping • Virtual currency • Geo-local SOCIAL 13
    • Lee Chapman Chappy@crosscutadvisory.com