YouthNation: Building Remarkable Brands in a Youth-Driven Culture

YouthNation: Building Remarkable Brands in a Youth-Driven Culture

by Matt Britton
Released April 2015
Publisher(s): Wiley
ISBN: 9781118981146

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Book description

Youth is no longer an age—it'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.

    Table of contents

    1. Title Page
    2. Copyright
    3. Dedication
    4. Foreword
      1. Endnotes
    5. Acknowledgments
    6. Disclosures
    7. How to Connect with Me and Learn more about YouthNation
    8. Introduction: Forever Young
    9. Chapter 1: From Status Symbol to Status Update
      1. The Hip-Hop Invasion and the Reimagined Status Symbol
      2. Status Symbols Disrupted
    10. Chapter 2: From Things to Thrills
      1. The Instagram Phenomenon
      2. DIFTI (Did It for the Instagram)
      3. Businesses Leading the Experience Economy
    11. Chapter 3: The Rise of Electronic Dance Music
      1. Everything You Wanted to Know about Today's Festival Scene but Were Afraid to Ask
      2. Endnotes
    12. Chapter 4: Access over Ownership
      1. Uber and Airbnb: the Game Changers
      2. Endnotes
    13. Chapter 5: The Communal Table
      1. The De-suburbinization of America
      2. The Urban Frontier
      3. The Youthification of Cities
      4. Endnotes
    14. Chapter 6: The Peer-to-Peer Economy
      1. Bartering Is Back
      2. Peer-to-Peer Disruption
      3. Where the Digital Meets the Physical: Meetups
      4. Endnotes
    15. Chapter 7: The Power of the Crowd
      1. How Big Brands Are Stepping Up to the Plate
      2. Crowdfunding
      3. The Kickstarter Effect
      4. Other Crowdfunding All-Stars
      5. Cutting Through the Red Tape
      6. Endnotes
    16. Chapter 8: Free Agency
      1. Jobs Used to Define People, Now People Define Jobs
      2. The Power of LinkedIn
      3. Income Everywhere
      4. Depth over Breadth
      5. Free Agent Collaboration
      6. Eat What You Kill and the Fallacy of Detroit
      7. Endnotes
    17. Chapter 9: Lifehacking
      1. Why Not Me?
      2. The Internet Is the New College Campus
      3. Brand-Driven Education Models
      4. The Innovation Imperative
      5. Endnotes
    18. Chapter 10: The Field Guide to Lifehackers
      1. The Side Hustler
      2. The Explorer
      3. The Automator
      4. The Passion Pilgrim
      5. The Octopus
      6. The Ultimate Life Hacker: Elliot Bisnow
    19. Let's Pivot to Brand Building
    20. Chapter 11: TV, the NFL, and the End of Demographics
      1. The NFL's Grip on Television
      2. Endnotes
    21. Chapter 12: Going Viral: Decoded
      1. Culture Jacking The Dunk in the Dark Happening
      2. Psy Oppa and the YouTube Revolution
      3. Music Disrupted
      4. Viral Can Be Mainstream
    22. Chapter 13: Big Data 101
      1. The Three Pillars of Big Data Access
      2. The Social and Interest Graph
    23. Chapter 14: People Are Brands
      1. The Newsfeed Is the New Soapbox
      2. The Democratization of Celebrity
      3. The Rise of the Influencer
      4. Celebrity Endorsement Reimagined
      5. The Cyber Celebrity
      6. The Social Influencer
      7. The Everyday Influencer
      8. Lessons from the MRY Archive: CrowdTap
      9. Influence Gone Mainstream
      10. Endnotes
    24. Chapter 15: Brands Are People
      1. Creating a Brand Persona
      2. Content Strategy
      3. Community Management
    25. Chapter 16: A Story Worth Sharing
      1. The Death of the Phone Call
      2. Stories versus Conversations
      3. Communication Disrupted
      4. Ephemeral Storytelling
      5. How Brands Can Tell Stories
      6. The Sharing Imperative
      7. Paths to Great Brand Storytelling
      8. The Storytelling Mandate
      9. Endnotes
    26. Epilogue
      1. What's Next?
      2. Conclusion
    27. Index
    28. End User License Agreement

    Product information

    • Title: YouthNation: Building Remarkable Brands in a Youth-Driven Culture
    • Author(s): Matt Britton
    • Release date: April 2015
    • Publisher(s): Wiley
    • ISBN: 9781118981146