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11Aug
- Branding for the Younger Generation
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Are you a morning person? I am definitely not. I woke up today, groggy and full of sleep, but hoping a bowl of cereal and cup of coffee would help awaken my senses and get the day going. Sadly, it did not do the trick, but something else did. While eating my granola cereal, I was watching the “Today Show” and happened to catch a segment on kids and brand recognition. This instantly grabbed my attention and I couldn’t wait to get a hold of my keyboard and start typing. The story was about ‘tweens,” and how even at their young ages of 10 or 11, they are fully aware of the marketing techniques that are used on them and they are able to recognize logos or ads for products that don’t even cater to them. This must mean that large corporations are doing something right when promoting their products or services if they even can get attention from the younger generations. It all comes down to branding, which is the new popular idea in marketing and how those on top get there and stay on top.
The kids were given simple tests to see what triggered specific senses and to see what they knew about certain products based on image recognition, smells or sounds. When blindfolded, Play-doh and Crayola Crayons were held under their noses to see if they knew what they were just from smelling them. These products are not known for their smell, but they do hold a very distinctive scent that apparently is completely recognizable. Any type of product recognition is a part of company branding and although this aspects may not have been on purpose, it makes the product identifiable and helps promote the company.
Sounds were another source of identification. The short dinging tune for NBC was played for the kids and they didn’t even hesitate in pointing out where it came from. It’s no secret that well done commercial jingles stick in our heads and point us toward certain companies. Take the “free credit report.com” commercial or the song played during the Geico advertisement with the watchful pile of money. Sound is another huge part of advertising and a company that can play on all the senses has a better chance of success.
Logos and product images were another test given to the group of kids. A portion of a product logo or a photo of a blue Tiffany box with a white ribbon were display to the kids and they all were able to recognize the products easily. I don’t think that there are that many 10 year olds that shop at Tiffany’s, yet they still know just what the light blue box represents. Louis Vuitton bags do not display the name on the bag, yet it is easy to pick one out by the distinct design that is printed on all their products since they are well known items. If a product is popular, there is no need to display the name. Everyone already knows what it is.
Much like the Louis Vuitton bags, Abercrombie and Fitch also uses the nameless method to sell their product. They have established themselves over time as such a popular clothing brand that they don’t even need to display their name. The window layout of their stores exhibit black and white images of men and women with muscular, sexy bodies and that’s about it. The idea behind this is to make people think that they want to look like these models and maybe they have a chance if they buy the clothes. People may not even realize they are thinking that way, but the images play on the subconscious and the method works. Abercrombie’s success is proof of that.
Companies know that if they target the young generation now, they have a higher chance for success in the future. It seems to be working as a marketing plan and the results of the “Today Show” segment prove that this has been going on for quite some time. Kids always strive to be adults or to have adult things. It’s up to the parents to determine what is too old for them, but I guess we can’t really stop these companies from targeting them within their marketing agenda.
You can see the segment from the today show at the following link!
Today Show - Brand Savvy Tweens
-Nora Reed
Tags: branding, kids, product recognition, today show, tweens
- 4 users responded in " Branding for the Younger Generation "
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August 11th, 2009 at 2:01 pm
Don’t forget the marketing of TASTE, as in the unmistakeable (and delicious) taste of Play-Doh.
August 11th, 2009 at 3:47 pm
It’s all Pavlovian response catering to our base human insecurities of choosing what is familiar of what is different.
August 13th, 2009 at 8:43 am
I like all the branding because it is for younger generation
October 19th, 2009 at 3:22 pm
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