Brand Noise

Being Young in China

Young & Restless in China tracks the lives of nine Chinese Gen X'ers over four years as they scramble to keep pace with a society changing faster than any in history. Raised under communism they are now making their way in China's blazing capitalist economy. Their stories of ambition, exuberance, crime and corruption are interwoven with moments of love, heartbreak and passion. Together they capture the changing values, hopes and dreams of a pivotal generation.

Redefining Luxury: From Excess to Stealth

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Generational Synergy

I've been thinking a lot about generations lately, and specifically how developing pairing strategies of segmentation can offer new insights that are missed when looking at any generation alone.  The idea is that we often decide we want to reach a particular age group and we dive into that generation as the only source of data that will help unlock the code of reaching them. Could it be that the relationship generations have with other generations can be a way of opening up new ways of seeing them?  Developing pairings that unlock shared codes for specific tangibles and intangibles?

For example, there are opportunities to see where Gen Y is going by sometimes looking at their relationship to codes of their Boomer parents, and other times in their shared code with Gen X.  Codes of caution and status (Boomer) and codes of instigator and notoriety (Gen X). The reality is that generations are shaped by the ways they choose to assimilate or differentiate from the other generations in their world.

This idea of generational synergy can play out in all possible pairings between generations.  It can help develop bridges that broaden the market for products and brands.  It can help better identify as much the "i am" as the "i am not" when thinking about any given generation.  How they share and differ in translating trends that are impacting them as consumers. It can also help segment within those generations to see personas that give a better sense of where they may be going next.

An interesting current example is in the current political season.  When we see the poll numbers on Obama rising among Boomer independents, is this shift being propelled to some degree by how they see the way Gen X has embraced and validated him as a candidate?  Is there a point at which people see ideas from "the pack" hit a brick wall and start looking outside to see where we need to move next on certain issues? I think this is especially interesting as part of the essential DNA of Gen X is CHANGE.  They are the birth of the creative class and  invented sampling, tweaking and 2.0. Obama is the nuanced candidate - he is the first (at least in spirit) Gen X candidate.  While Obama is certainly popular with young voters, is the pairing of Gen X and Boomers the key to shaping the message that will likely result in  votes on election day?

Smooth Move for PETA

Aretha Franklin's US$19,000 tax bill will be paid by PETA if she promises never to wear fur again. The Respect singer is close to having her Michigan home repossessed unless she can come up with the money. PETA (People for the Ethical Treatment of Animals) have agreed to settle the bill if she agrees to their terms, which also include handing over her collection of fur coats.

PETA says it's a win-win situation. Interestingly, should Aretha accept the offer and renege on her promise never to wear fur, she will be slammed and PETA will emerge even stronger. Lots of message board controversy wondering why PETA doesn't just donate the money to a shelter. The discourse of buying a celebrity resonates far louder and sustains itself longer than a donation.

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Men are Twits

Twitter falls in line with the sentiment that girls blog and guys post video. An engine like Twitter facilitates the quick in and out that guys require--kind of like how old department stores used to be designed with menswear consolidated on the first floor and close to the exit, never making the guys walk through any of the girly stuff.

Because of the limited amount of characters (140) and how sore thumbs can get pushing those little keys, Twitter postings are usually space-efficient and to the point. All that's missing is location-based functionality--ideally GPS.

By following only the users you want to hear from, it limits the amount of unwanted tweets. "I quickly realized that decrying the banality of tweets missed their point," says Jason Pontin, publisher of Technology Review. "The only people in the world who might be interested in my twittering – my family, my close friends – were precisely the ones who would be entertained and comforted by their triviality."

Twitter met its Internet hipster tipping point at least year's SXSWi. This year, it was even more firmly entrenched with most attendees gaining a general awareness of their friends' SXSWi experience by constantly monitoring their Twitter feeds. When some after-show parties began to fill too quickly...frustrated groups would spin off from the long, outdoor lines to collect in impromptu "tweet-up" parties.

At the show's Day 2 keynote with Facebook founder Mark Zuckerberg, Zuckerberg and the audience grew bored with the interviewer's questions, causing the 23-year-old CEO to clam up and the audience to start heckling—by monitoring other attendees' Twitter feeds.

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Disenfranchised Young Brits Lead to Societal Migraines

Britons are frightened of their own young, reports Time Magazine. On any given Saturday night, in any town center across Britain, it's easy to see why. "It usually starts outside McDonald's — that's the hot spot," explains one London youth. "You might go with one mate, then you get a phone call. Give it an hour, there'll be 10 people there, with nothing to do. Intimidating people is something to do, a way of getting kicks. Like, 'Oh my God, did you see how they ran?' "

Compared to other cultures, British kids are less integrated into the adult world and spend more time with peers.

Meantime, The Independent reports that a 15-year-old boy, Brendan Harris, was convicted of kicking and stamping to death a young   woman in Stubbylee Park, Bacup, because she was dressed as a Goth. Harris had denied the murder charge but pleaded guilty to causing grievous   bodily harm to Mr. Maltby after drinking two litres of cider, a bottle of   Stella Artois lager and "quite a lot of" peach schnapps.

Interestingly, the solidarity kids everywhere find in Goth culture alleviates the disconnection. It's when kids can't find a connection and begin following a ring leader that the troubles begin.

(Photo: Fathers' Protest Sign.)

The Kids are Alright

In fact they're so alright, they're the key to grown-up marketing.

Early reports on the ill health of the kids upfront have been greatly exaggerated, according to network ad sales executives, who hope to swap out Chicken Little projections of a flat to down market in favor of a more blustery Foghorn Leghorn outlook.

"Synergies between TV and digital are very strong," says Brad Davis, vp, ad sales for Disney Online. "The buyer culture is really starting to change from a planning perspective. And at the client level, most decisions are now being made from a 360-degree standpoint."

Like Disney Channel, Nickelodeon has aggressively gone after clients looking to reach parents who watch along with their kids. Since 2006, when Nick did some $50 million in nonendemic business, categories like insurance, automotive, travel, financial services, consumer electronics and wireless have become a sizable part of the network's business model. Who knew?

Read the whole story.

Outraged eBay sellers plot strike week

Ever since eBay (EBAY, Fortune 500) announced changes to its feedback rules and fee structure last week, sellers have been irate, exploding onto message boards and blogs with discussions about how the new policies will affect their businesses. But when the idea of a strike was floated, some sellers and buyers decided to get more organized about expressing their displeasure.

A discussion thread on eBay's own forums with the title "Sign the pledge_no sales Feb 18-25!" has received 4,000 posts in nine days, many expressing members' intentions to join the boycott. The strike is scheduled to overlap eBay's planned Feb. 20 launch date for its new policies, which include fee hikes, a 21-day hold on some funds sent through its PayPal payment service, and disallowing sellers from leaving negative feedback for their buyers.

Read more.

What's more interesting is the people that have already bailed on Ebay, moving to sites like Etsy.com, Bidtopia.com, Amazon.com, eCrater.com. There are plenty more interesting, targeted ways to sell to niches now. The consumer has choices. How will Ebay respond to the exodus?

Kellogg's & Tyson Head to the Summer Olympics

In preparing to take a delegation of more than 600 athletes to the Summer Games in Beijing this year, the U.S.O.C. faces food issues beyond steroid-laced chicken. In recent years, some foods in China have been found to be tainted with insecticides and illegal veterinary drugs, and the standards applied to meat there are lower than those in the United States, raising fears of food-borne illnesses.

It has made arrangements with sponsors like Kellogg’s and Tyson Foods, which will ship 25,000 pounds of lean protein to China about two months before the opening ceremony, but will hire local vendors and importers to secure other foods and cooking equipment at the Games.

Tyson has provided all United States team members with duffel bags containing a hot pot, a power adaptor, recipes and replenishable pouches of chicken that they can take to international qualifying events over the next few months.

Kellogg’s has been asked to supply cereals like Frosted Flakes and Mini-Wheats, as well as Nutri-Grain bars, because those products are not readily available in China.

Read the whole story.

Christian Teens Descend on Times Square

Some 300 young Christians gathered in Times Square for the first Teen Mania event this year, the Recreate ’08 rally, to reject the mainstream culture that they say is destroying their generation.

Teens during the rally showcased how they plan to “recreate” entertainment, fashion, the arts, and the Internet by featuring original graffiti art, dance, art mosaic, and videos they created that send positive messages.

In addition to the mini-expo, teens also tried to change the culture by sending a list of their top eight concerns to all the presidential candidates after the rally.

Among the top concerns of Teen Mania teens are: youth exposure to Internet pornography; the AIDS pandemic; human trafficking, media glamorization of drugs, sex and alcohol; abortion; and freedom to practice Christianity.

Following the rally, more than 10,000 teens gathered at New Jersey’s Izod Center for a two-day Recreate ’08 event featuring New York Yankees’ pitcher Mariano Rivera, six-time Grammy Award winner Kirk Franklin, the David Crowder Band, Bishop T.D. Jakes, and Teen Mania founder Ron Luce.

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