Millennial Marketing

Today Brand Amplitude officially announces our decision to launch a Millennial Marketing unit. That may seem like a yawner to you, but for us, it is big news.  This new effort officially recognizes and operationalizes what we have been saying for the past three years:

Millennials require a different approach.

Until now, we handled Gen Y marketing issues with the same approach and ‘toolkits’ we offer our brand strategy and market research clients, a ‘best practices’ approach to developing consumer insights and translating those insights into brand strategies and activation plans.

There’s nothing wrong with this approach, and we’ve experienced a lot of success in generating insights for clients that way. We are especially proud of our work for Vogue magazine, TGI Friday’s, University of Notre Dame and others.   Increasingly, however, we’ve come to recognize that Millennials are different and our clients will need to experiment with  new approaches to engage them in research as well as in marketing.

Our vision is to fill the gap between understanding Millennials and developing programs that connect them more passionately to brands. Our clients tell us they want to get beyond ‘insights’ to generating ideas that resonate with Millennial lifestyles and values.

To do this we’ll leverage our understanding of Millennials from our  secondary research resources and proprietary research as well as our deep  network connections with Gen Y marketers, PR professionals, bloggers, former students and colleagues.  In order to reduce risk and optimize for success, we plan to to leverage our knowledge of online research tools for concept testing in order to reduce risk.

To learn more, read today’s press release or visit our web site.