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How Brands Find Their Voice in Youth Culture | Youth Republic

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How Brands Find Their Voice in Youth Culture | Youth Republic

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Gençlik kültürü çok katmanlı ve parçalara ayrılmış durumda. Bu kültürün içine karışmak markalar için büyük bir fırsat. Peki ne tür fikirler doğrudan bu kültürün içine damlıyor? Yaratıcı süreciniz bu kültürün içine geçecek fikirler bulmanıza izin veriyor mu?

Markalarımızı gençlik kültürüne bağlamak için düşünme ve iş yapma şeklimizi değiştirmeli miyiz?

Gençlik kültürü çok katmanlı ve parçalara ayrılmış durumda. Bu kültürün içine karışmak markalar için büyük bir fırsat. Peki ne tür fikirler doğrudan bu kültürün içine damlıyor? Yaratıcı süreciniz bu kültürün içine geçecek fikirler bulmanıza izin veriyor mu?

Markalarımızı gençlik kültürüne bağlamak için düşünme ve iş yapma şeklimizi değiştirmeli miyiz?

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How Brands Find Their Voice in Youth Culture | Youth Republic

  1. 1. HOW CAN BRANDS FIND THEIR VOICE IN YOUTH CULTURE? www.youthrepublic.com.tr facebook.com/YouthRepublic twitter.com/YouthRepublic
  2. 2. HIT OR MISS?
  3. 3. http://www.youtube.com/watch?v=SsVjQ_UZg4g
  4. 4. YOUTH IS NOT A DEMOGRAPHIC IT’S A MINDSET
  5. 5. "Why is the society obsessed with youth? Is it a media-created thing? My grandma says in her times only older people were taken seriously and highly respected. So what happened? Why is everyone so ageist nowadays? I find it stupid big time." – Giselle
  6. 6. ASPIRATION SECURITY ACCEPTANCE
  7. 7. INSPIRATION DISRUPTION VALUE
  8. 8. REFLECTION COMMITMENT SELF FULFILLMENT
  9. 9. TRIBES: THEY ARE MORE DIFFERENT THAN ALIKE
  10. 10. new trendsetters: TECHIES conformists: PREPPIES early adopters: ALTERNATIVES cool makers: INDEPENDENTS 4 MOST INFLUENTIAL TRIBES
  11. 11. NO LOVE FOR YOU JUST SOME EXCITEMENT
  12. 12. consumers aspiring upwards to brands brands aspiring downwards' to consumers.
  13. 13. consumers of mobile services/snacks/athletic gear/soft drinks consumers of cinema goers/festival goers/pop music listeners/online streamers/urban runners
  14. 14. show self-awareness display cultural intelligence make a positive contribution
  15. 15. TIPS & A TRAP
  16. 16. INTERRUPTION
  17. 17. WARHOLISM
  18. 18. AUTHENTICITY
  19. 19. SOCIALLY CONSCIOUS SINGLES! SAME LOVE WINGS MY OH MY
  20. 20. REINVENTION
  21. 21. INSTANITY
  22. 22. DO YOU HAVE THE COURAGE TO GET LINKED TO THIS AUDIENCE
  23. 23. THINK YOUNG & GET OLDER GRACEFULLY

Editor's Notes

  • The global obsession with youth is undergoing a transformation, as youth and youthfulness become increasingly less tied to one's chronological age. Rather than shying away from growing old, more people are embracing their later years and the unique satisfactions they'll bring.
    Concerns related to aging no longer center on physical beauty. People are more confident that they have the tools they need to keep wrinkles, paunches, and other signs of aging at bay (provided they put in the requisite effort). What worries them now is loss of autonomy. The potential for physical and cognitive deterioration is of widespread concern, as are worries over long-term financial security. For these reasons primarily, people are now wary of pushing the limits of longevity.
    Consumption gaps are shrinking as people in older age segments continue to enjoy and employ new technologies, products, and entertainment options. The traditional notion of older people withdrawing from consumer markets no longer applies.
    How one ages – and even the manner in which one dies – is increasingly perceived as controllable rather than predetermined. This means people are feeling more pressure and responsibility for a satisfactory outcome.
    TWEENEBEES
  • They spend their parents money and they have some cash of their own
    Connected bir toplumun içine doğan ilk insanlar, teknolojiyi kullanmaya daha erken başlıyorlar,
    Öğrenme sistemi bile değişik, çok daha hızlı öğreniyorlar, bu yüzden kimlikleri kendilerine ait fikirleri daha hızlı oluşuyor
    MTV ÇİZGİFİLM, FİLM, THEME PARK MARKASI OLMAKTAN ÇIKIP EĞLENCE İŞİNİN ÖNEMLİ BİR OYUNCUSU OLDU: MILEY CYRUS SERIES, CONCERTS, MUSICAL PRODUCTS, HOLLYWOOD RECORDS DİĞER PLAK ŞİRKETLERİ DÜŞÜŞDTEYKEN İNANILMAZ BİR BAŞARI YAKALADI
    ÇOCUK MUAMELESİ İSTEMİYORLAR FAKAT AİLENİN DE KONTROLU ALTINDALAR İKİSİNİ BİRDEN NASIL MUTLU EDERSİN
  • TWEENS WANT TO BE TEENS
    THEY WANT TO LOOK LIKE THEIR FAVORITE TV STARS
    JUSTICE HAS SKINNY JEANS UGG STYLE BOOTS GRAPHIC TEES OFFER COSMETIC SPA PRODUCTS
    THEY SHOP IN A CONFORTABLE ENVIRONMENT NO BOYS
    THEY WONT TRY NEW BRANDS OR NEW STYLES THEY WANT TO BE ACCEPTED
    Justıce catazine teenvogue seventeen ve girls life toplamından daha fazla okunuyor: 11MİLYON
  • İT İS FAST FASHION
    YOU MUST GET IT BEFORE ITS GONE
    EXPERIENCE THAT FEELS EXCLUSIVE AND LIMITED
    THERE IS ALSO VALUE SO YOU ARE IN SUPERBRAND STATUS –EXCLUSIVE AND AFFORDABLE COLLECTIONS
  • LOOKING FOR BRANDS NOT TO DEFINE THEM BUT TO REFLECT WHO THEY ARE
    COMMITMENT: CONVERSE – TARGETTA BİLE VAR AMA SATINALANIN COOL FAKTÖRÜNÜ ARTTIRAN MARKA
    COMMITMENT TO DESIGN, STYLE
    CAUSE MARKETING-THEY NEED TO EXPERIENCE A SENSE OF FULLFILLMENT – LIKE PRODUCT RED – COCA COLA, BEATS, APPLE
  • WHEN THEY ARE BABIES THEY NEED SAME THINGS DIAPERS SLEEP SNACKS
    ATTRACTED AND AFRAID OF THE IDEA OF MORE INDEPENDENCE
    MARKETERS AND SOCİETY CATEGORİZE PEOPLE BY THEIR AGE
    18-15yaş arası gençler, 15-35 yaş arası beyaz yakalılar
    Yaş yerine kültürel eğilimlerine göre anlamalıyız
    WE CONSISTENTLY MAKE THE MISTKE OF BEHAVING AS IF THEY WANT THE SAME THINGS
    ERA OF THE USE OF TECHNOLOGICAL PROFILES TO DISPLAY INDIVIDUAL CHARACTERISTICS
    DEFINE PEOPLE BASED ON THEIR CULTURAL ATTRIBUTES
  • TECHIE
    YENİ ŞEYLERİ İLK DENEYEN SİZ BİR ALETİ ALDIĞINIZDAO SATMIŞ DİĞERİNE GEÇMİŞ OLUR
    MAINSTREAME GEÇNEDEN ÖNCE KULLANIR VE YENİSİNE GEÇER
    BU GENÇLER POPULERDİR, SEKSİDİR, BİR GECEDE ŞİKET KURARLAR
    REVENGE OF THE NERDS
    THEY ARE POPULAR BECAUSE THEY KNOW HOW NEW THINGS WORK
    TAVSİYELERİNE GÜVENİLİYOR VE NEYİN COOL OLUP OLMADIĞINA ÖNCE ONLAR KARAR VEREBİLİYORLAR
    TEKNOLOJİ YENİ MODA VE ONLAR YENİ TRENDSETTERLAR
    YENİ BİR ÜRÜN GELİŞTİRDİYSENİZ ÖNCLİKLE ONLARIN FİKRİNİ SORMALISINIZ
  • CRUSH: COOL, REAL, UNIQUE, SELF IDENTIFICATION, HAPPY
  • İSTANBUL KOŞU KUVVETLERİ
    HAREKET CANDIR
  • , - the impressions the new culture already has about you
    understand the culture as well as the inhabitants do
    bring something to enrich a culture
    Self-Awareness
    Acknowledge that brands and mobile phones are seen as a self-interested and ruinous presence in movies and at the cinema.
    Cultural Intelligence
    Demonstrate that Orange understands and is 'into' film.
    Positive Contribution
    Develop initiatives or roles that improve or enrich the cinema experience in some way.

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