31+ takeaways from this 93 minute interview:
Respect don’t revere.
Putting anyone on a pedestal is dangerous. It implies they’re better than everyone else; but they’re not.
We’re all stepping-stones for the next generation.
Today’s youth view content such as music as a form of free public service.
So business models that charge for access to content isn’t as lucrative or acceptable today as it was in the past.
Brands must take the changing generation’s beliefs into consideration.
Consider the cultural barriers preventing the consumer from hearing your message.
Because we know Millenials are looking to be curators of information, brands can reach them by helping them shine socially.
Research shows that today’s consumer is being more and more sensitive, skeptical, and complex. They need more of a ‘soft sell.’ This approach, due to its relative subtlety, is a lot tougher to pull off than a hard sell. So start thinking in terms of creating soft sell ads. But make sure you don’t think so soft that it’s unclear what you’re trying to sell. In other words: think hard, sell soft.
Advertising Concept Book (Second Edition) by Pete Barry
Many brands are in for a surprise, especially as young Internet users see themselves as web experts capable of influencing others. Large numbers of them discuss the advantages and disadvantages of products in forums. Many post brand logos on their Facebook profiles.
Brands are a part of their personal identity.
Jet>Lag by Jean-Marie Dru
You and your whole lousy generation believes that the way it was for you is the way it’s got to be. And it’s not until your whole generation has lain down and died will the dead weight of you be off our backs!