An article in Adweek about how brands, not marketers, define teens. Hm, and that’s supposed to be better? I guess it is in some small way:
Today’s teens think of brand names less as a hallmark of quality and more as a means of defining themselves.
"The brands allow them to express themselves
politically," said Jim Taylor, vice chairman of The Harrison Group in
Waterbury, Conn. "As individuals with a specific affinity for a style,
as a badge of leadership."
Although trust the marketers to ‘target’ that:
There is no such thing as hitting teens [as a broad
demographic]," said Malcolm Bird, svp of AOL Kids and Teens, who spoke
as part of a panel on targeting teens in an online and mobile world.
"You’ve got to decide what sort of teens and what demo you want to hit
within the media."
This is the best bit though:
I like the Vonage ad where the guy is running on the treadmill and falls down. It’s funny, but I still don’t know what Vonage is.
What was it that the industry mumbled about advertising still working…?
Brian Micklethwait
on Jul 19th, 2005
@ 13:17 pm:
About two decades ago, on a comedy show called Alas Smith and Jones, done by Mel Smith and Gryff(sp?) Rees(sp?) Jones, they did one of their two blokes in a pub type conversations in which they had observed the word “Hafnia” on the shirts of a Premier League (or whatever it was then) football team. What is a Hafnia? they asked.
I still don’t know.
Michael Jennings
on Jul 20th, 2005
@ 10:41 am:
Well, the Football League (ie the divisions below the Premiership) was at one point sponsored by the Nationwide Building Society, and was thus named the “Nationwide League”. This was not very effective, at least partly because most people didn’t realise there was a sponsor at all, reading “Nationwide League” as essentially saying “The league of the entire nation”.