Brands must employ a new marketing approach to immerse young people in branded product experiences via the new media paradigm – online, offline and wireless. Today brands have to permeate the target audience’s daily life 24/7 – locally and nationally with controlled and uncontrolled 1:1 interactions. Everything must be relevant to consumers’ individual communities of […]
Entries from January 2007
New Media Model
January 22nd, 2007 by rambam
Tags: Marketing & Branding
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New Sphere of Influence
January 22nd, 2007 by rambam
In mid-2003 Toyota launched Scion, a new sub-brand for the next generation of new car buyers. Toyota initially launched Scion exclusively in California and then rolled it out nationwide over the course of the following year. In a departure from traditional new car launches, initial marketing for Scion was targeted toward influential underground or “first […]
Tags: Marketing & Branding · Sphere of Influence
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Background on Today’s Youth
January 22nd, 2007 by rambam
A key sphere of influence is youth. Today’s youth are part of the most diverse generation in history. This overwhelming diversity has spawned a new influential urban style and culture that we call Urbanicity. This culture is more of a mindset that influences buying preferences and behaviors rather than an ethnic, or even geographic, label. […]
Tags: Fashion & Retail · Music · Youth Trends
