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: 585,667
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: Prologue – What is the Gen Z Frequency?; ** Chapter - 01: Introduction – Are you Tuned In to Gen Z?; ** Chapter - 02: Embracing the Conflicts of Youth Culture; ** Chapter - 03: Gen Z – An Unprecedented Opportunity; ** Chapter - 04: Five Essential Youth Marketing Truths; ** Chapter - 05: Identifying the Right Youth Segments for Your Brand; ** Chapter - 06: Leveraging Youth Culture for Strategy and Innovation; ** Chapter - 07: Developing Youth Marketing Strategies - What Works and Why; ** Chapter - 08: Creating Content That Inspires Gen Z to Act; ** Chapter - 09: Be Where They Are – Key Channels for Gen Z Engagement; ** Chapter - 10: How to Build Community with Gen Z; ** Chapter - 11: Youth Market KPI’s – Determining What Matters Most; ** Chapter - 12: Tuned In or Left Out – Putting the Frequency into Practice; ** Chapter - 13: Epilogue – Stories from the Youth Marketing Trenches;

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