7 Reasons Why Young People Think Your Brand Sucks
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7 Reasons Why Young People Think Your Brand Sucks

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Building brands and running companies can be one of the most time-consuming and challenging undertakings someone can attempt, and there are plenty of ways it can go south quickly. Even for established ...

Building brands and running companies can be one of the most time-consuming and challenging undertakings someone can attempt, and there are plenty of ways it can go south quickly. Even for established brands with seasoned teams.

Do you think your brand or marketing campaign is failing to gain the momentum it deserves with young people?

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7 Reasons Why Young People Think Your Brand Sucks 7 Reasons Why Young People Think Your Brand Sucks Presentation Transcript

  • REASONSYOUNG PEOPLE THINK YOUR BRAND SUCKS7
  • Building brands and running companies can be one of the most time-consuming and challenging undertakings someone can attempt, and there are plenty of ways it can go south quickly. Even for established brands with seasoned teams. Do you think your brand or marketing campaign is failing to gain the momentum it deserves? consider checking these 7REASONS YOUNG PEOPLE THINK YOUR BRAND SUCKS
  • YOU ARE HAVING AN IDENTITY CRISIS If your team can't sum up your brand or campaign in one sentence, you don't have a clear and compelling message. Great brands start with a vision, and the messages and creative need to reflect that vision. Creativity is also about problem solving—even if the problem is "nobody else is making a product like this." No different than having good style, the ways you promote the brand should also be an authentic means of getting your vision out. If you don't know how you want to communicate yourself internally, imagine what it sounds like to young consumers who have never heard of you. 1.
  • “POSER” YOU’RE EVEN FAILING THE OBVIOUS AUTHENTICITY TESTS For example, apparel claiming NY or LA, but the company HQ is in Dubuque, IL. Your brand talks “roots” or "heritage,” but you’ve only been around for 12 months. Your campaign’s creative appeals to people who are "bout dat life" or relate to “tre flips,” but you’ve only discovered these phrases trolling through Tumblr. It’s proven over and over that good brands are real; whether their inspiration comes from pop culture, tech-nerds, skateboarding or simply a desire to make better quality products. Just be real about what you make and who you are, and if the stuff you make or the experience is good, it will speak volumes. 2.
  • NOT EVEN YOUNG FRIENDS OR FAMILY MEMBERS LIKE IT A first step in making a great brand is listening to your audience (assuming you have one) and getting young people to adopt it. Yes, simply asking local students or even friends and family members can work as long as you’re not relying on them as decisive qualitative research. At the end of the day, if what you’re doing is really worthy, or you have a powerful crew, that shouldn't be a problem. But if young people give you negative feedback, or say "uh, no thanks," it might be a sign to go back to the drawing board. Are friends and family expressing their interest in experiencing it? If they're not seeing the value, why would complete strangers? 3.
  • HIJACKINGSOCIAL CONVERSATIONS So, two of your “targeted” bloggers or influencers are chopping it up on Twitter, arguing over whether or not Olivia Holt really was a legit cheerleader, or hyping up Levis for getting back into core skateboarding after all these years. What a perfect time to interject and tell them about your brand, right? Even better, pretend like you have something to add, posting "LOL I totally agree! BTW, check out our new app!" NO, that’s a deathkiss. You want to get in with these people? Spend time, truly contribute to the conversations, then over time talk about how you happen to have a brand and you'd appreciate it if they check it out. 4.
  • YOU’VE BROUGHT NOTHING UNIQUE TO THE PARTY Brands, like people, need to have charisma and unique attributes in order to stand apart. The combination of brand charisma, personality and special functions are key elements of what makes one brand cooler than another. Brand personality and style is reflected in how your product is made, and has everything to do with how it makes you feel. When a consumer looks at your products, user experience, retail environment, or brand, it should instantly convey an emotion. A logo or good name can pique someone's interest, and if the goods back it up, then what you have is a really good brand. But if you can't figure out a way to make your work stand out emotionally, chances are it's not going to be interesting enough to get young people to care. 5.
  • It’s awesome to have someone famous rocking your brand, but it's ten times better if they actually buy the product themselves (they have the money), rather than paying them to push your product. Take the advice of Rob Garcia from rising brand En Noir: "As far as celebrities go… if Kanye's paying for this $h!t, everybody's paying for this $h!t." Be real, and if you do it right, the hype will follow. That doesn’t mean you can’t seed influence and facilitate consumer advocacy, but it needs to be authentic and it takes time to produce ROI. RELYING ON BIG CELEBRITY ENDORSEMENTS TO SELL YOUR PRODUCT BUY THIS! 6.
  • SERIOUSLY, don't misspell people’s names in direct communications, ad’s or other marcomm’s. That's an instant disqualification, even if you think it's "cool" with your target audience. Sure, occasional typos do occur, but trying to use language in order to fit in with a target audience or subculture will get you kicked out of their scene for good. WRITING EMAILS LIKE A TEEN ON LSD7.
  • cultivating brand relevance with young people. We unlock the passions of tweens, teens, and young adults through cohesive solutions that emotionally connect, inspire action, and positively change behaviors. Some of the world's greatest brands we work with, include; Qualcomm, Funny Or Die, Bravo Sports, Polaroid, Hansen's Natural, Konami Digital Entertainment, Givit, and Body Glove Areas of expertise include; youth and parent consumer insights, brand strategy, social and mobile technology, event marketing and experiential engagement. www.immersiveyouthmarketing.com IMMERSIVE IS THE YOUTH MARKETING AGENCY