a monthly hit of marketing street knowledge
THE SEAT AT THE TABLE ISSUE
This month we’re focusing on the reason we started this thing in the first place: the next generation of marketers. So you can expect a fresh and youthful perspective – this time inspired by Solange's album, A Seat At The Table.
Oliver Foster looks at the Instagram-fuelled rise of the Fashion Nova brand, while Amie Knights digs into ‘generation sensible’ in the fabulously titled All The Young Prudes. In Back to the Future, Stephen Kelly observes the allure of vinyl records, film photography and vintage fashion among young consumers, and explores the benefit and pitfalls of marketing nostalgia. Darren Guarnaccia, meanwhile, calls this “the Age of Nothing’s Sacred”, and digs into some of the crap that’s written about Gen Z and millennials.
Then there are our regular columns. I chime in about the challenges that ageism presents marketers; Ted Rubin tells it straight with two fantastic articles – looking at arrogance and pride, and having empathy for the consumer; Robert
Rose pens a wonderful piece on the backlash to the hustle culture we face as marketers; and Christine Bailey inspires us to chuck interruption marketing into the Swimming Pool.
Vinyl records. Film photography. Vintage fashion. There’s no doubting it – the past has never been more alluring to young consumers. But in a digital world, there’s more to good marketing than throwing back to times past. Stephen Kelly explores the benefits – and pitfalls – of nostalgia.
Robert Rose on why celebrating the ordinary things in our lives can lead to, well, the extraordinary.
Hustle. Be remarkable. Be special. Live off coffee. Sleep is for the weak. Obsess or be average. Differentiate. Be extraordinary.
Sounds like the rock and roll, entrepreneurial lifestyle of today’s successful young manager. Right? Every day we urge others, and are urged ourselves, to do something different than we did the day before. Breathless book titles, blog headlines and motivational speakers alike all tell us that for the young marketing leader to succeed, they must figure out how to create special, unique things. And they must do it all the time. Every... Single... Day.
Is there another way? [ READ MORE ]