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Redefining Luxury: From Excess to Stealth | VIEW SLIDESHOW Decoding Generation & Cultural Narrative (part 1) | VIEW SLIDESHOW A look at the codes and drivers that connect and contrast Boomers with their Gen Y counterparts. Think Before You Green READ The implication of late is that there is an escalating scale of green consumers contributing to the fractured reach of green as a brand. Rethinking Libations Porn Normal Poly ID Maximum Impact Potions Rising Reclaiming Urbanity Paradise Where I Am Generational Synergy READ Social Network Planning Matrix DOWNLOAD  The Archetypal Kid DOWNLOAD The Pop Mavericks DOWNLOAD The Networked Intelligentsia DOWNLOAD The DNA of a Street Racer READ The DNA of a Rodeo Queen READ Published Papers Casting Confident Brands | Admap | DOWNLOAD REPRINT Too often product placement is not seen as part of the overall longterm brand strategy. The thought is to get it in and get it visible. But we know the rules have changed and the consumer is filtering out more and more messages, as the media landscape becomes more and more cluttered. To get past this is all about finding the ideal venue to demonstrate honestly the 'coolness' of the brand. As video-on-demand and mobile content delivery evolve from mass to niche market, it becomes easier to alienate people. Now we need to get closer and focus in to get these new techniques to work. How to Market Brands in a People Economy | Admap | DOWNLOAD REPRINT Brand marketers are in the midst of a fundamental shift in human behaviour and consumption. Getting increasingly more elusive and enabled by networked personal technology, consumers are moving from mass market to multiplying custom markets. Today's emerging demographic segments and affinities devalue traditional consumer market boxes. What Unites Global Youth | Young Consumers | DOWNLOAD REPRINT There are emerging similarities in youth culture across the globe, in particular technology is a focus. The brands and styles preferred by youth around the world are surprisingly alike. The more exposure young people have to common information, for example through the internet, the more homogeneous they appear to become. Can Consumers Own the Brand? | Admap | DOWNLOAD REPRINT Exactly who is holding the reins on brands these days? Does it really matter? Or should branding be more about the way a campaign evolves, rather than from whom or where? With everyone talking about how much power the consumer wields, the advertising industry is in desperate need of embedded consumer insight. |
