Description
Book SynopsisYouth 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 ageit''s a commodity that''s available to everyonethis 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
Trade Review
"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)
Table of Contents
Foreword: By Antonio Lucio ix
Acknowledgments xiii
Disclosures xvii
How to Connect with Me and Learn more about YouthNation xix
Introduction: Forever Young xxi
Chapter 1 From Status Symbol to Status Update 1
Chapter 2 From Things to Thrills 13
Chapter 3 The Rise of Electronic Dance Music 35
Chapter 4 Access over Ownership 45
Chapter 5 The Communal Table 55
Chapter 6 The Peer-to-Peer Economy 67
Chapter 7 The Power of the Crowd 81
Chapter 8 Free Agency 97
Chapter 9 Lifehacking 115
Chapter 10 The Field Guide to Lifehackers 131
Let’s Pivot to Brand Building 146
Chapter 11 TV, the NFL, and the End of Demographics 149
Chapter 12 The Game-Changing Science of Media 157
Chapter 13 Big Data 101 173
Chapter 14 People Are Brands 183
Chapter 15 Brands Are People 213
Chapter 16 A StoryWorth Sharing 223
Epilogue 249
Endnotes 259
Index 267
