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STORIES speak to your heart

No matter your age, stories capture your heart – they’re a universal language

 

“The future belongs to a different kind of person with a different kind of mind: artists, inventors, storytellers-creative and holistic ‘right-brain’ thinkers.”

~ Daniel Pink, author
Gen C: The Generational Marketing Hybrid

Gen C: The Generational Marketing Hybrid

A market-making merger has happened. You didn’t know? In the last of this Generational Marketing series, we go full circle and see how, instead of separating ageist cohorts, the emergence of Generation C binds generations together.   Yes, that's the newsflash. M&Ms and chocolate bars have merged – creating a deliciously successful conglomerate. It’s a whole new category.  No longer just separate crunchy colours, M&Ms are now bound together, in a block of choc-yumminess. And... you...

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Is Your Brand Ready for Gen Z? The iGen is growing and mowing down brands

Is Your Brand Ready for Gen Z? The iGen is growing and mowing down brands

Move over. The Centennials are on their way. They’re WiFi enabled and unsurprisingly, in the not-so-distant future, they’ll be forcing brands and businesses to change their ways. Again. The fifth of this 6-part Generational Marketing series, highlights how the first cohort of this generation – now a mere 16-20 years old – are already being depicted as difficult to engage, extremely design conscious and have exceptionally high expectations of all brand activities, especially digital.  ...

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The Millennial Motherlode: Gen Y are the new money-makers

The Millennial Motherlode: Gen Y are the new money-makers

There’s almost an entire lexicon devoted to the Millennial generation However, one word stands out among the mostly negative things said about them: special. The fourth of this 6-part Generational Marketing series explains that despite all their narcissistic baggage, Gen Y will likely prove that word true and in doing so, deliver a motherlode of money to ‘right-fit’ businesses.   From the time they were born, Gen Y basked in the focused attention of their Boomer parents. They were told...

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Are You Tapping Into the X Factor? Why Generation X are the silent powerhouses

Are You Tapping Into the X Factor? Why Generation X are the silent powerhouses

They’re the neglected middle child. You know, the one that gets overlooked for everything. If you’re not one yourself, then there’s probably one next to you… not that you’d notice. Caught between the Baby Boomers and the Millennials, Gen X is renowned for being ignored and neglected. But don’t despair, social research had finally caught up. The third of this 6-part Generational Marketing series, highlights the ways Gen X has influenced the generations before and after them… and what that means...

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Back to the Baby Boomers – Why going back in time is still a goldmine

Back to the Baby Boomers – Why going back in time is still a goldmine

"Does she… or doesn’t she?" In the mid-50s, this legendary Clairol campaign was a breakthrough for the salon industry. It removed the stigma of colouring your hair, bankrolled the era of big business in salon services and catapulted women into the box seat of personal spending. Six decades on, the women of that generation are undoubtedly still your most valuable customers. The second article of this Generational Marketing series explains how the Baby Boomer generation epitomised the word...

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The M&M Method of Marketing  – Which generation are you targeting?

The M&M Method of Marketing – Which generation are you targeting?

It’s nothing new… you’ve done it for years. Hmm? You know, separate them into colours, so you can enjoy their similarities. Of course we’re talking M&M’s, those best-selling crunchy coated chocolates that disappear quicker than your waistline expands. But what do they have to do with branding? The first of this 6-part series on Generational Marketing, explains how just like M&M’s, each generation owns its distinct differences and shouldn’t be marketed to (or eaten) together.  ...

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What’s Baked into Your Brand? Is it FAB?

What’s Baked into Your Brand? Is it FAB?

Baking benefits into your brand mix makes it magical. It’s actually almost alchemical. You put sticky spoonfuls of dough in the oven and you get warm, gooey cookies. Except … it’s not really magic, it’s science. Similarly, by baking benefits into your brand … it will be as irresistible as fresh-baked cookies.   You like soft gooey centres. He likes a snap to the bite. Oh, if only there was a cookie recipe that pleased everyone all the time. Yes, it’s tough in the kitchen. Just like the...

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