Product category:
Market research
News Release from: Illuminas | Subject: Rejuvenating brands
Edited by the Marketingservicestalk Editorial
Team on 11 June 2007
Rejuvenate your brand at the fountain of
youth
Jonathan Fletcher, Creative Director of Illuminas-Global, suggests that the best way to inject new life into brands is to target the youngest demographic available.
If you think of the major rebranding successes of the last few years most of them have been achieved by targeting the youngest demographic available to them Think of Guinness's surfers, Dulux's bed-hopping young couples, Tango's infantile practical jokers and DIY stuntmen - not a 'proper' grown-up in sight
This article was originally published on Marketingservicestalk on 17 Apr 2007 at 8.00am (UK)
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The lesson: if you want to inject new life into a brand look to young people first.
Create a brand that sells to young people and other demographics will follow.
There was a time when when the young would learn from the old, but in rapidly changing consumer societies increasingly it is the old that learn from the young.
Trainers, jeans, texting, gaming, web 2.0: what the young do today, the rest of us will probably be doing tomorrow.
Young people are naturally more creative and flexible in their thinking, which makes them the ideal research audience for rebranding projects.
They pick up new ideas, evaluate them, run with the good ones and spit out the bad ones much more readily and efficiently than older demographics.
What's more, they are committed consumers; most people over the age of 25 were born into a society of mass production, with few TV channels and no internet while younger people grew up in a world saturated in brands and brand communication.
They understand and communicate about brands as if it were second nature.
Mainstream consumer researchers when working on a rebrand job should learn from kids researchers to ensure that approaches to brand research are kept as interactive and engaging as possible.
They should consider including respondents in the research from an age group below the main target demographic or as young as they can sensibly go.
If this approach isn't viable because the products are completely irrelevant to younger people, then researchers should use personality profiling to identify people with a youthful outlook.
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