Mon, July 09, 2007
Here's a great story by Brandweek examining the complex equation of engaging teens with brands. According to a new study, nearly half of teens surveyed said they tend to stick with a few of the brands they really like, but, 52% felt, "Brands are created by marketers just to get more money." They are a heck of a lot smarter than they are given credit for. :)
Here's three bullet points of information that I found interesting:
1) Despite being wired 24/7 with mobile devices and online communities, they feel the word "chill" best describes them (according to 40% of those surveyed). Music most defines them, according to 44% of teens, followed by family (39%) and moral values (38%).
2) Brands are so concerned about focusing on influential teens, meanwhile "parents can be the biggest influencer, especially when it comes to big-ticket items."
3) TV (per 32% of respondents) and magazine advertising (28%) still proved to be the most influential forms of media.
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