Young Money Brand Positioning & Architecture
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...
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.
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
Activate new accounts: Alpha spenders
and social shoppers, 18-34, who use bank-
issued and pre-paid debit cards.
• Los Angeles
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.
How we Spend It
2009 IN-STORE TRANSACTION MIX
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
TRAVEL + ENT.
FOOD & DRINK TRAVEL + ENT.
$173 $725 $287
$403 $380 HEALTH &
Image-conscious social strivers and climbers who
use debit cards fashionably.
Source: American Bank Group
Financial instruments represent strength
in social environments and aspirational
atmospheres where cash is not always
Young Money is the only prestige
alternative payment solution for Millennial
consumers, 18-34, who consume popular
• Prepaid Debit
• Debit PIN
• Debit Signature
CARDS • Gift
• Retailer Merchant
• Travel - Air, Hotel
• Live entertainment
• Comparative Shopping
• Virtual currency