Generational gap and its implications for brand
Author: yinkaolaito
Yinka Olaito is happy,excited and passionate Brand Communication, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns.Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage consulting and African Child Right Inc.Lagos Nigeria
There is no issue in accepting the fact that we live in an ever changing world. The wide gap in different generation is there for everyone to see. Interestingly older generation, the baby boomer still holds and cherishes their age long music, ways of dressing and marketing forgetting that the most constant thing is change. In a recent article by a foremost and highly respected journalist in Nigeria-which has generated argument both in offline and online especially facebook- the said journalist lambasted new generation of musicians of corrupting morals among others drawing a parallel between music of yesteryears and the present ones.
In a way, I always cherish the time I was brought up and the kind of things we valued then and the wide gap that has become our lots now. But as brand consultants, if we want to give advice that will resonate with time, such may not sell today. I keep saying that brands-music inclusive, must ensure they have a high sense of integrity as a core value, but at what level will value, integrity be promoted above brand’s success is an issue with some brands.
The difference in time is huge. The older generation accepts command, receives information without questions. Having toys to play with then was great. They had groups that met in physical location because there were no technologies to support meeting without physical presence. Older generation held on to jobs for years, career changes were minimal. Today, the new generation has no such patience. They have social networks that encourage sharing, feedbacks. They do not want necessary control. They do not view career changes as abnormal. Most of them change jobs, careers many times in a decade. Most ‘digital natives’ are the new generation while older generation are just having a change of perspective. Older generation, young adults are slightly indifferent when it comes to changes and innovation. While experiment, innovation are the life blood of the new generation who are adventurous.
What implication do these have on branding or brands? In one extreme, keeping the old mindset to drive brands today is dangerous and a clear signal for premature death of brands. The simple logic is that consumer preferences, competitive frameworks and conditions of the market are ever dynamic; holding on to status quo is dangerous. I love a conclusion drawn by Jeff swystun in this regard when he said ‘the brand must determine what must be changed and what can not change’. We must note that no matter the level of tactical opportunities, intelligence, completeness of any generational idea, constant innovation, blending with present realities will make the idea to be here for long time than any other alternative route.
Establishing rigid adherence to old philosophies, mindsets may be dangerous. On the other hand of the divides, how long can we stretch the limit of change in brand behaviors with regards to local realities? In all that we do, brand must establish its reality against immorality of any form. What is immorality? Does the definition has specific industry meaning or can we accept a universal meaning as valid? Do you think I am running away from established part? Not at all. I am still n tune with the time I was raised as a child? Just that professional demand is taking its tolls or what do you think?
Hi,
yinkaolaito.com to GoogleReader!
Elcorin
I’m a little late finding this article, but I loved it.
Do you love sports, do you feel like to look cool, i got a very awesome website here introduced by one of my friends. Very good website where you can find the Authentic nike shoes with latest and huge style of nike air max shoes and dunk sb shoes. I have bought from them for so many times, and very satisfied with the their goods and service.Such as Air max 1, air max 2, air max 90, nike air max 2009+, air max 2010 new, nike air max TN, nike air ltd trainers, air max 95.Air max 360 running shoes, nike shox shoes. Though their price are low, don’t worry about it’s quality.
Christmas is coming, go there to find presents for your friends or family. They are on sale, limited time!
It’s great to see people freely expressing their opinion.Thanks for your insights.
What a gem! It’s a real shame more people don’t know about this place, it had exactly what I needed today!
Hi amazing blog, I found your website as I was doing research on how to enhance my web log. I was just what spam software system you use for comments as I get lots on my blog.
I love the tips on this site, they are always to the point and just the information I was looking for. Its hard to find good content these days in the world of spam and garbage sites.
I like your blog very much. Will bookmark. Keep up to briliant work on it. Thanks
Considerably, the article is in reality the sweetest on this valuable topic. I agree with your conclusions and will thirstily look forward to your future updates. Saying thanks will not just be enough, for the phenomenal clarity in your writing. I will right away grab your rss feed to stay privy of any updates. Good work and much success in your business endeavors!
Please fix your RSS Feed, I Can not open with my opera browser, Anyway.. Your Post is very interested.. Good Job
I was searching for some topic related web sites and I found your site through Yahoo. I like the article and will add this link to my database.