A collection of youth marketing quotes by Graham Brown of What Youth Think
- You spent your whole marketing career trying to make your customers like you but overlooked the inconvenient truth that somewhere out there was a group of fans who already loved you
- Old school youth marketing was built for an era where youth trust and attention were abundant
- Unless you’re building beachheads, you’re going to be boiling the ocean. Make sure you have plenty of gas.
- Let’s get it into our heads that youth don’t wake up thinking about our brands
- Is your agency winning you customers or winning awards?
- Your biggest competitor today? Your own organization, partners and employees – people who aren’t sold on the idea that there needs to be change and it needs to happen now
- For 5 years I had been frustrated with progress; clients that didn’t get it, partners that weren’t sure and marketing that couldn’t be repeated. Then, I realized I was doing it the wrong way round. Rather than sell to those who weren’t already sold, I needed to focus all my efforts on those who were already sold on the product and brand and empower them to do the rest.
- We need to move from a mindset of treating youth as destinations for our marketing messages to one where they are partners in its production
- Attention in your biggest cost
- A clever product or marketing manager isn’t afraid to say “I don’t have the answers” and work with young people to co-create solutions
- Your biggest enemy could just be your agency if they don’t want you to take control of the creative process
- Awareness means nothing – when was the last time you wanted to buy a Cadillac?
