Britton, Matt,  1975- <br/><br/>
Youthnation :  building remarkable brands in a youth-driven culture / 
 Youth nation 
Matt Britton. 
 - Hoboken, New Jersey :  John Wiley & Sons,  [2015] 
 - xxv, 292 pages :  illustrations ;  24 cm 
<br/><br/> Formerly CIP. 
<br/><br/>Includes bibliographical references (pages 259-266) and index. 
<br/><br/>Foreword: By Antonio Lucio ix Acknowledgments xiii Disclosures xvii How to Connect with Me and Learn more about YouthNation xix Introduction: Forever Young xxi Chapter 1 From Status Symbol to Status Update 1 Chapter 2 From Things to Thrills 13 Chapter 3 The Rise of Electronic Dance Music 35 Chapter 4 Access over Ownership 45 Chapter 5 The Communal Table 55 Chapter 6 The Peer-to-Peer Economy 67 Chapter 7 The Power of the Crowd 81 Chapter 8 Free Agency 97 Chapter 9 Lifehacking 115 Chapter 10 The Field Guide to Lifehackers 131 Let's Pivot to Brand Building 146 Chapter 11 TV, the NFL, and the End of Demographics 149 Chapter 12 The Game-Changing Science of Media 157 Chapter 13 Big Data 101 173 Chapter 14 People Are Brands 183 Chapter 15 Brands Are People 213 Chapter 16 A StoryWorth Sharing 223 Epilogue 249 Endnotes 259 Index 267 
<br/><br/> Youth is no longer an age-it's a commodity YouthNation is an indispensable brand roadmap to the youth-driven economy.  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. 
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<br/><br/><label>ISBN: </label>9781118981146 (hbk.) :  16.99  16.99 
<br/><br/><label>LCCN: </label>2015303294 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Young consumers.<br/>Marketing.<br/>Business and Management<br/>Business & Management<br/>Sales & marketing<br/>Behavioural economics<br/>Entrepreneurship<br/>Advertising
<br/><br/><label>Dewey Class. No.: </label>658.8340842