Over the next 50 years, the largest transfer of wealth in history will occur as wealth is distributed across four living generations. Organizations that understand the backgrounds, values, and communication preferences of each generation will benefit most from this wealth transfer by adjusting their marketing accordingly. The document discusses generational influences and cultural trends that impact effective communication and highlights differences in preferred communication methods between generations.

6. The greatest transfer of wealth in history will occur over the next 50 years. A portion of this wealth will find its way directly to non-profit organizations, but the remainder will be distributed among four of the five living generations.

7. Organizations who understand the backgrounds, morals, values, characteristics, institutions, lifestyle preferences and priorities of each generation, and who can adjust their communication and marketing strategies accordingly, will reap the greatest benefit

9. This presentation will explore both generational influences and cultural trends that impact how effectively you communicate The generation we grow up in is just one of the influences on adult behavior; cultural trends must be considered as well.

14. Source: Current Ages: 66-83

15. Current Ages: 66-83

16. Source: Current Ages: 65-48

17. Current Ages: 65-48

18. Current Ages: 47-27

19. Current Ages: 65-48

20. Current Ages: 26-5

21. Current Ages: 26-5

29. Preferred communication methods: Face-to-Face Conversation Formal Social Events Recognition and Tribute Events

31. Preferred communication methods Social and Recognition Events Professional Advisors Direct Mail

33. Preferred communication methods: Email Internet Multi-Media Word of Mouth Social Events Peer Gatherings

35. Preferred communication methods: Email Text Messaging Internet Influencers (grandparents cited as persons looked to most)

41. Expectations are being set outside your industry

42. Today's public expects more out of the organizations they give their attention, loyalty, and money to nowadays, or they withhold it .

45. Thousands of new blogs, newsletters and ventures are dedicated to tracking down and promoting the best of the best, and will see to it that the last remaining virtual and geographical barriers to information will soon be eradicated.

46. In the past you could get away with not performing at your industry's global peak, as consumers didn't enjoy full transparency of the best, the first, the most original, the most relevant. Now, when you say it, you better mean it because everyone is setting the expectations Deliver on your promise or risk being exposed… to the www

48. LET’S START BY DISPELLING SOME MYTHS

49. FIRST A brand is not a logo.

50. SECOND A brand is not an identity.

51. FINALLY A brand is not a product.

52. So WHAT EXACTLY is a brand?

53. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE OR ORGANIZATION.

54. It’s a GUT FEELING because people are emotional, intuitive beings. It’s a PERSON’S gut feeling, because brands are defined by individuals, not companies, markets, or publics.

55. HUMANIZING BRANDS HEAD: The logic I trust and believe in this brand HEART: The relationship I have a relationship with this brand GUT: The desire I want to be stimulated by this brand

56. IT’S NOT WHAT YOU SAY IT IS.

57. IT’S WHAT THEY SAY IT IS

58. In most companies, STRATEGY is separated from CREATIVITY by a wide gap.

59. How do you differentiate your brand?

60. By Discovering your brand truth the very essence of who you are

62. We would be happy to schedule a time to show how to discover and build a brand strategy for your organization For more information you can reach us at The Stone Agency 919-645-0752 [email_address]