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YouthNation: Building Remarkable Brands in a Youth-Driven Culture

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Nominated for a Small Business Book Award in:

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"YouthNation" is about turning the youth obsession of culture into a powerful lever for marketing. The book argues that youth is no longer about how old you are, but how you old want to be, Marketers, according to the book, can use that fact to "sell youth" to consumers, no matter how your customer is. Getting to that point involves embracing a new model of marketing and a new workplace culture that embraces the flexibility, always-on and hyper-connected, targeted, and adaptive model that beats the disruptive and "try to reach everyone based on a certain demographic and see what happens" kind of marketing.



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