YouthNation: Building Remarkable Brands in a Youth-Driven Culture [Kõva köide]

  • Formaat: Hardback, 320 pages, kõrgus x laius x paksus: 234x162x59 mm, kaal: 508 g, illustrations
  • Ilmumisaeg: 10-Apr-2015
  • Kirjastus: John Wiley & Sons Inc
  • ISBN-10: 1118981146
  • ISBN-13: 9781118981146
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  • Formaat: Hardback, 320 pages, kõrgus x laius x paksus: 234x162x59 mm, kaal: 508 g, illustrations
  • Ilmumisaeg: 10-Apr-2015
  • Kirjastus: John Wiley & Sons Inc
  • ISBN-10: 1118981146
  • ISBN-13: 9781118981146
Teised raamatud teemal:
Youth is no longer an ageit's a commodity

YouthNation is an indispensable brand roadmap to the youth-driven economy. Exploring the idea that youth is no longer an age—it's a commodity that's available to everyone—this book shows what it takes to stay connected, agile, authentic, and relevant in today's marketplace. Readers will learn the ins and outs of the new consumer, and the tools, methods, and techniques that ensure brand survival in the age of perpetual youth. Coverage includes marketing in a post-demographic world, crafting the story of the brand, building engaged communities, creating experiences that inspire loyalty and evangelism, and the cutting-edge tricks that help businesses large and small harness the enormous power of youth.

The old marketing models are over, and the status quo is dead. Businesses today have to embody the ideals of youth culture in order to succeed, by tapping the new and rapidly evolving resources n business and in life. When everything is changing at the pace of a teenager's attention span, how do businesses future-fit for long-term success? This book provides a plan, and the thoughts, strategies, and brass tacks advice for putting it into action.

  • Use New-Gen psychographics to target markets
  • Build stronger evangelism with a compelling brand narrative
  • Create loyal communities with immersive and engaging experiences
  • Navigate the radically-changed landscape of the future marketplace

In today's hyper-socialized, Facebook fanatic, selfie-obsessed world, youth is the primary driver of business and culture. Smart companies are looking to tap into the fountain of youth, and the others are sinking fast.YouthNation is a roadmap to brand relevancy in the new economy, giving businesses turn-by-turn direction to their market destination.

Arvustused

"Throughout the chapters, excellent, to-the-point vignettes and candid interviews vividly illustrate the ways in which today s diverse organizations creatively embrace the integration of technology and social networking into their marketing mix. From advertising to the mantra of "you only live once," Britton has his finger on the pulse, whatever it may be called, of the shifting ethos and ideals that is and will be the manifesto and road map of this new culture." (Choice Connect 2016)

Foreword ix
Antonio Lucio
Acknowledgments xiii
Disclosures xvii
How to Connect with Me and Learn more about Youth Nation xix
Introduction: Forever Young xxi
Chapter 1 From Status Symbol to Status Update
1(12)
Chapter 2 From Things to Thrills
13(22)
Chapter 3 The Rise of Electronic Dance Music
35(10)
Chapter 4 Access over Ownership
45(10)
Chapter 5 The Communal Table
55(12)
Chapter 6 The Peer-to-Peer Economy
67(14)
Chapter 7 The Power of the Crowd
81(16)
Chapter 8 Free Agency
97(18)
Chapter 9 Lifehacking
115(16)
Chapter 10 The Field Guide to Lifehackers
131(18)
Let's Pivot to Brand Building
146(3)
Chapter 11 TV, the NFL, and the End of Demographics
149(8)
Chapter 12 Going Viral: Decoded
157(16)
Chapter 13 Big Data 101
173(10)
Chapter 14 People Are Brands
183(30)
Chapter 15 Brands Are People
213(10)
Chapter 16 A Story Worth Sharing
223(26)
Epilogue 249(10)
Endnotes 259(8)
Index 267
MATT BRITTON is the Founder and Chief Executive Officer of MRY, (formerly known as Mr Youth) a global marketing services firm which has helped the word's leading brands use creative technology solutions to reach America's youth. In 2013, MRY was named Digital Innovator of the Year by Mashable. Matt also helped spearhead the creation of CrowdTap an advertising technology company named as one of America's Most Promising Companies by Forbes magazine and one of the fastest growing private companies in the United States by INC magazine. Matt is continually featured as an expert on youth marketing and social media in leading media outlets around the world including the Wall Street Journal, National Public Radio, Bloomberg, and the New York Times. Matt is also a Fox Business Network ongoing contributor.

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