I’d be hard-pressed to name a brand that comes up more often than Apple in strategy meetings. We hold up the company as a great example of design value and innovation, of course, but it also enters the discussion when we talk about the art of storytelling. For Apple, since its earliest days, has been a master of brand narrative. Lately, though, it seems to have been losing track of its storyline.
“Youth values” no longer an effective marketing tool
The days of the rebel without a cause are gone. In contrast to the “against” status that defined youth in previous decades, today’s young people are hackers rather than revolutionaries, more interested in driving incremental change than in rejecting authority. How can brands connect with this key audience? New research out today from integrated marketing and communications agency Havas Worldwide examines the evolving relationship between young people and brands in 29 markets.