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 11 June 2007 at 8.00am (UK)
Related stories
Illuminas wins BIG best paper award
Jonathan Fletcher, Group Creative Director at Illuminas, has won the award for best written paper at the 2007 BIG conference
Quality versus speed in online research
Gavin Mulholland of Illuminas and John Buckle of Alliance and Leicester debated at the MRS Field conference the implications of tight deadlines set by clients and the quest for cheaper research
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.
• Illuminas: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
•
• Marketingservicestalk Home Page
Related Business News
Xenonics Reports Third Quarter Results
Penwest Reports Second Quarter and Six...
...Month 2007 Financial Results. Danbury, Conn., July 27, 2007 -- Penwest Pharmaceuticals Co. today announced its financial results for the second quarter and six months ended June 30, 2007.
Qualcomm sees fastest growth in Asia; tie-up with HTC
Taipei (Reuters) - Qualcomm , the world's top mobile chip designer, said on Wednesday China recently passed Japan to become its second largest Asian market, as it unveiled a major tie-up with leading smartphone maker HTC .
Euro Overnight Rates At Intervention Levels
Frankfurt -(Dow Jones)- Market participants are anxiously watching for European Central Bank liquidity intervention Wednesday, after overnight rates surged to the same levels that prompted the bank to offer consecutive liquidity boosts in August.
Microsoft hints at Zune-based iPhone killer
Touchscreen-based Windows phone on the cards Microsoft has suggested that it's developing an Apple iPhone rival running Windows Mobile.
Search the Pro-Talk network of sites
