Have you heard about our new video series: The Millennial Minute? Twice a month, we will be answering your questions about marketing and selling to the millennial generation.
Messaging strategy is a tough topic because today’s consumer has so many options for accessing information.
I talk about brand, or editorial authority if you prefer. Where can your brand have a conversation that’s meaningful? Where should it go to share information and where should it go to avoid sharing information? What topics are important and what topics are not important? Today’s consumer expects transparency and authenticity and they expect the brand to create ways to participate with them because we live in a culture of content.
My favorite recent example took place with Tesla – it’s a brand that consumers love. Tesla’s CEO has a mission of making the world a better place and he held a press conference where his brand fans were invited to attend and he shared that Tesla was going to give its intellectual property away to its direct and indirect competitors. I love it!
That brand is on a mission to change the planet and understands its brand authority is around a triple bottom line – people, planet and profit. It understands which conversations matter and which conversations don’t and getting that kind of clarity makes it a lot easier.
Stay tuned for our next Millennial Minute video to stay up-to-date on your latest millennial consumers trends and insights.