The goal here is to
build a brand around
The New DNA of Brand
Presented by James Edine in collaboration of D.howard & associates
Presentation by J.E.F
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 relevant.
Welcome to Generational Intelligence :
A new behavioral fingerprints intelligence unplugged.
A must process
• In every country there are moments that
define a generation.
• You share these moments with your peer
• Each generation has a shared set of values, a
• Demographics no longer work.
• Generations behave VERY predictably.
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
Based on 500 years of cycles, we can now
predict the types of behavior exhibited by
generations and the reactions by other
Let’s take a look
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.
• 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
• 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
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.
But you have no experience of what happens
in a Fourth Turning.
Why? You have never seen one. So what’s the
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.
Are we entering the
A crisis >
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”
So what’s changing?
A new order: What’s in and what’s out
Today’s consumers don’t see your
brand, they feelyour brand
•Individualism is out.
•Discovering “self” 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”
• No more “What’s in it
• Being flippant is out.
• Public talk about private
matters is out. etc…
• We are starting to respect
• 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
• The new culture gravitates toward
social goals and human
relationships that can be clearly
What’s going out
and coming in?
is going out fast…
but it will eventually be
replaced by the
• Everything is beginning to feel urgent.
• Education is falling as a priority, this is being replaced with
• 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
How to benefit your campaign with
• 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
Speaking separately to
Isolate your messages to each
• The division of the voter file.
• Mail can be used effectively for
• Recruit Millennials for volunteers,
they are givers.
Most voters are over
45 years of age.
• To win, you need Silents and
• If you attract Boomers, you get
• Gen-Xers classically do not vote
• Generations have repeating personalities.
They are categorized by:
Hero (G.I. and Millennials)
• 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.
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.
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.
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.”
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
Millennial began with “Baby on Board.” Have been
described as team oriented, overprotected achievers.
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
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.
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,
GI: (84+) Social role: dependence (receiving comfort from institutions,
• 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
They did not win the big one
Born too late to be a Hero, too early
to enjoy the ‘60s. ETC.
• 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.
Likes: Chilling, being individualistic, change. They put the X in
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.
• 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”
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
• what colors impacts whom?
• What are their cognitive stimuli?
• What’s their techno graphic behavior?
• What motivates them to take action?
Give your brand
follow you to