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Early birds. The surprise breakfast is on its way, with youth increasingly using online to get together in the real world. Think breakfast meetups in Helsinki, boardgame rooms in Shanghai, says Graham Brown & Partners/What Youth Think in its 2010 Youth Trends Report.
“Surprise breakfast signals the beginning of online/offline integration to the extent that, in future, we’ll stop distinguishing between the two domains and referring to ‘online social networks’ and so on.”
And 2010 is the year of beachhead brands.
“The patent marketing strategy will always win out – brands that concentrate 100% of their budgets on 10% of the markets and co-create for the long-term will eventually build unassailable beachheads in new markets.”
The report points to Blackberry and Apple adopting that very strategy to establish themselves in mobile.
This is also about passionistas, of course. Because it’s what youth says about your company to each other that determines choice. “Empower the passionistas with tools to help them spread and shape your story.”