Enhanced descriptions from Syndetics:

Youth is no longer an age -- it's a commodity

YouthNation is an indispensable brand roadmap to the youth-driven economy. Exploring the idea that youth is no longer an age--it's a commodity that's available to everyone--this book shows what it takes to stay connected, agile, authentic, and relevant in today's marketplace. Readers will learn the ins and outs of the new consumer, and the tools, methods, and techniques that ensure brand survival in the age of perpetual youth. Coverage includes marketing in a post-demographic world, crafting the story of the brand, building engaged communities, creating experiences that inspire loyalty and evangelism, and the cutting-edge tricks that help businesses large and small harness the enormous power of youth.

The old marketing models are over, and the status quo is dead. Businesses today have to embody the ideals of youth culture in order to succeed, by tapping the new and rapidly evolving resources n business and in life. When everything is changing at the pace of a teenager's attention span, how do businesses future-fit for long-term success? This book provides a plan, and the thoughts, strategies, and brass tacks advice for putting it into action.

Use New-Gen psychographics to target markets Build stronger evangelism with a compelling brand narrative Create loyal communities with immersive and engaging experiences Navigate the radically-changed landscape of the future marketplace

In today's hyper-socialized, Facebook fanatic, selfie-obsessed world, youth is the primary driver of business and culture. Smart companies are looking to tap into the fountain of youth, and the others are sinking fast. YouthNation is a roadmap to brand relevancy in the new economy, giving businesses turn-by-turn direction to their market destination.

Table of contents provided by Syndetics

• Foreword (p. xi)
• Acknowledgment (p. xiii)
• Disclosures (p. xvii)
• How to Connect with Me and Learn more about Youth Nation (p. xix)
• Introduction: Forever Young (p. xxi)
• Chapter 1 From Status Symbol to Status Update (p. 1)
• Chapter 2 From Things to Thrills (p. 13)
• Chapter 3 The Rise of Electronic Dance Music (p. 35)
• Chapter 4 Access over Ownership (p. 45)
• Chapter 5 The Communal Table (p. 55)
• Chapter 6 The Peer-to-Peer Economy (p. 67)
• Chapter 7 The Power of the Crowd (p. 81)
• Chapter 8 Free Agency (p. 97)
• Chapter 9 Lifehacking (p. 115)
• Chapter 10 The Field Guide to Lifehackers (p. 131)
• Let's Pivot to Brand Building (p. 146)
• Chapter 11 TV, the NTL, and the End of Demographics (p. 149)
• Chapter 12 Going Viral: Decoded (p. 157)
• Chapter 13 Big Data 101 (p. 173)
• Chapter 14 People Are Brands (p. 183)
• Chapter 15 Brands Are People (p. 213)
• Chapter 16 A Story Worth Sharing (p. 223)
• Epilogue (p. 249)
• Endnotes (p. 259)
• Index (p. 261)

Reviews provided by Syndetics

CHOICE Review

For Britton, internationally renowned expert in social media marketing, this book is not, as one might expect, an age-centric entity. Rather, it reflects a significant change and a dynamic shift in global cultural attitudes that will forever change the traditional marketing mix. Suggesting that the millennial generation expects a level of engagement and involvement in relationship building and experiences that can be shared throughout their interconnected and social media networks, the book's 16 brief, ebullient, well-written, and easily read chapters draw on Britton's experiences with clients to provide intimate insight into the ways in which organizations can capitalize on millennials' focus on themselves and their technology. Throughout the chapters, excellent, to-the-point vignettes and candid interviews vividly illustrate the ways in which today's diverse organizations creatively embrace the integration of technology and social networking into their marketing mix. From advertising to the mantra of "you only live once," Britton has his finger on the pulse, whatever it may be called, of the shifting ethos and ideals that is and will be the manifesto and road map of this new culture. Summing Up: Highly recommended. Lower-division undergraduates to professionals. --Sanford R. Kahn, University of Cincinnati