Overview
A Journey Deep Inside Young Minds
With eager anticipation and an arsenal of research gear, we set out to explore the rich, multifaceted lives of today's youth. Our mission, besides having fun, was to gain a better understanding of their technology use, their interests, and their passions, as well as how they become aware of, investigate, consider, purchase, experience, and communicate with others about branded products and services.Seeking Clarity
Youth today seek to identify optimum brand choices for themselves. However, new technology tools, an endless parade of product choices, and an overload of and distrust in marketing and media messages make finding the best choice a difficult, if not frustrating, process. Such conditions are contributing to the increasing power of the trusted influencer.Rising Influencer Influence
Opinion Leaders. Influencers. Early Adopters. The individuals who try things first, like it (or not), and spread the word have always existed. In the world of marketing, however, as technology, product choices, and our global consumer environment have evolved, so have influencers. Today, a segment of influencers seek out, test, analyze, find new uses for, and share brands--and talk about their brand experiences during every step of the process. We call these new influencers Brand Sirens--individuals deeply immersed in the world of brands, who command attention, and will go out of their way to do more work for your brand than ever before by sharing their experience with everyone they can.Brand Sirens Defined
Just who are the Brand Sirens? As with traditional influencers, they're well connected, in that they have many friends and family with whom they interact regularly; they're opinionated and vocal among their network; and they tend to be rule breakers. What makes them different?
Their Passion: They have passions and interests around which they develop expertise.
Their Knowledge and Influence: Their pursuit of knowledge is never satiated and they communicate their knowledge and influence not only to those in their network, but to other networks as well.
Their Use of Technology: The Brand Siren is a lover of technology but, to them, technology isn't about the device – it enables them to do what they want to do and to reach a network far wider than influencers in the past.
Their Knowledge and Influence: Their pursuit of knowledge is never satiated and they communicate their knowledge and influence not only to those in their network, but to other networks as well.
Their Use of Technology: The Brand Siren is a lover of technology but, to them, technology isn't about the device – it enables them to do what they want to do and to reach a network far wider than influencers in the past.
Now What?
Brand Sirens are a powerful segment of today's influencers. Understanding them now as their impact and numbers are rising is critical in this increasingly complex world of successfully marketing brands to disparate, sophisticated consumers. We've identified them, and our research shows how you can empower and persuade Brand Sirens as they go about constructing, deconstructing, and sharing brands.
