Branding in 2010: Who Has the Hidden Advantages?

the new generationI have to agree that Gen-Y will be winning the Branding War (if it is a war at all is another question!) because of the speed of acceptance.

While many of the Baby Boomers are still saying “Why should I care if someone brushes their teeth?” about Twitter, many of the Gen Y (under 30 crowd) have already set up multiple accounts: one public for job and career, one private for just close friends, and others in various states.

Social media branding is as familiar to Gen Y as a business card is to the Baby Boomer crowd. You just need a great photo, an email and a persona to create an account.

What’s the distinct advantage? You hand out business cards and then they go in a drawer somewhere. Social media branding gets indexed by search engines so people can find what they want when they want it. You’ve gone from your own little sphere of influence and opened up the entire world.

Different email addresses, Twitter accounts, Facebook friend groups, Facebook pages for portfolios. By dividing the media readers into groups by having various accounts with varying privacy levels, Gen Y is becoming expert at personal branding and eating everyone’s lunch.

I think that the folks in Gen Y who “get it” have got a huge¬†hidden advantage for marketing and branding over the baby boomers in the decade that lies ahead.

Flickr photo: creative commons courtesy of debaird.

Author: Chris Brown

Business owner operating a marketing consulting firm. Online Publisher. Keynote Speaker.

5 thoughts on “Branding in 2010: Who Has the Hidden Advantages?”

  1. Thanks for this piece. I liked it.

    What I’ve seen in some of the research is that it’s not only Gen Y that’s getting the value of personal branding via digital tools like Twitter, Facebook, etc. In fact, the data shows that Gen Xers and even Baby Boomers are adopting the tools at a faster rate.

    The difference between Gen Y and the previous generations was explained by an author I reference on my blog… He says Gen Yers are natives, while the previous generations are essentially immigrants. I liked the way he explained the difference and I think it certainly informs us on the type of marketing approaches we need to employ with the various segments.

  2. David:
    I also find the BabyBoomer/GenY age groups fascinating and I love your comment about “immigrants”.

    It cracks me up when some of the GenY describe new internet features as “scary how will they make the changes needed for the next 40 years if they are scared now?

    What’s next? Mobile. Online. Morphing of GPS/TV/Phone/ATMs etc.
    What’s dead? Anything that is a pain in the butt to get done.

    Gotta love the Netflix vending machines at rest stops so families traveling with kids in the back seat can watch shows on their person dvd’ and not fight. Somehow replaced the coloring books and crayons.

    Anyway, thanks for the insights!!

Comments are closed.