The Gen Z Frequency: How Brands Tune In and Build Credibility

The Gen Z Frequency: How Brands Tune In and Build Credibility

by Gregg L. Witt, Derek E. Baird


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Product Details

ISBN-13: 9780749482480
Publisher: Kogan Page, Ltd
Publication date: 09/28/2018
Pages: 256
Sales rank: 580,502
Product dimensions: 6.10(w) x 9.10(h) x 0.70(d)

About the Author

Gregg L. Witt is a renowned youth marketing strategist and generational expert, working with brands including Procter & Gamble, Qualcomm and The Walt Disney Company, to develop innovative strategies that connect with Gen Z. He was named a "Top 5 Youth Marketer to Follow" by Inc. Magazine in 2016.

Derek E. Baird is a youth digital strategist and educational technologist, working with leading youth brands and non-profits around the world. He has led digital youth initiatives for high profile media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.

Table of Contents

    • Chapter - 00: Introduction: are you tuned in to Gen Z?;
    • Chapter - 01: A true story of finding youth culture relevance;
    • Chapter - 02: Gen Z: a sociological perspective;
    • Chapter - 03: The five foundational truths of youth marketing;
    • Chapter - 04: Aligning with youth culture in an era of individuality;
    • Chapter - 05: Reveal insights and fuel ideation with Gen Z;
    • Chapter - 06: The youth culture engagement playbook;
    • Chapter - 07: Social strategies and tactical considerations;
    • Chapter - 08: Content strategies and tactical considerations;
    • Chapter - 09: Building community with Gen Z;
    • Chapter - 10: A primer on social and influence media valuation;
    • Chapter - 11: Conclusion: tune in to the frequency of Gen Z;
    • Chapter - 12: Epilogue: stories from the youth marketing trenches;
    • Chapter - 13: Glossary;

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