The question we're asked most often is 'How do I measure brand equity?' Ironically, it's never been easier to conduct a survey, but knowing what to measure has never been more difficult. Measuring equity is easier when there is a clear idea of what brand equity does for your business. Check out our latest whitepaper, "Brand Vitals", for our simple (but not simplistic) approach to measuring what really matters.

The joy of blogging! We have pondered the fascinating paradoxes of Millennials for several months now at "MillennialMarketing". Nothing about them is simple, not even their name. What is a Millennial anyway? This month we debut a new blog, "RetailHitsAndMIsses", that reflects our passion for retail experience as the ultimate brand building opportunity. Read more about our recent work below, and enjoy the rest of the summer!

Carol and Judy

Bringing simplicity and clarity to brand measurement is our goal. It doesn't have to be complicated, and in fact the best systems are those that everyone understands and embraces. Our approach starts with a clear definition of what is important to know, and ends with timely, cost efficient methods of getting that information from the right customers and prospects. To learn more, click here.

"Brand Vitals: What Every Manager Needs to Know About Their Brand"

Screening for tobacco experimentation and other 'risky behavior' and the need for parental approval made the recruit more difficult than usual. Most challenging, however, was the need to get teens to really open up online about some fairly personal -- and possibly less than admirable -- ideas and activities.

Our solution was to conduct a total of eight age- specific and gender-specific online mini-groups, each group composed of 4-5 teens. The groups were conducted using instant message conferencing software from gotomeeting.com. The discussion combined open- ended questions about what teens think about tobacco with role playing about situations in which teens imagined situations in which they or their friends might experiment with tobacco. Our work helped WONGDOODY reframe the question from focusing on why teens do or don't smoke to why they do or don't TRY smoking. This in turn led to a greater focus on giving them the confidence to stand firm in situations where they are pressured to try smoking. Most kids already know the rational reasons not to smoke. The opportunity is to create messages that speak to immediate, more emotional issues at the moment of trial. What matters most to kids now is their appearance (teeth, breath, smell, skin) and their ability to do things they like, such as active sports and hang out with other kids.

There are many reasons for trying cigarettes. Many teens are curious to know what smoking feels and tastes like. Curiosity is highest when respondents are bored: cigarettes provide the promise of something new and exciting. Extreme positive or negative situations also trigger a desire to try a cigarette. The situations when respondents are most likely to try cigarettes are almost always highly emotional. At these times the desire to live 'in the moment' supersedes the long list of logical reasons not to smoke.

The research identified situations where teens are most tempted to try cigarettes. Extreme negative situations can that can trigger a desire to try a cigarette include fights with parents or friends, school- related stress, breaking up with a boyfriend/girlfriend, or parties. Teens think they can escape feelings of stress, sadness, anger and depression, by smoking. "If I'm in a bad mood I'd prolly just take it...if I'm stressed out and I know a cig could calm me down yeah I'd prolly take one." Conversely, when teens feel happy they think cigarettes might help them maintain (or enhance) this high. "It helps you relax more and enjoy things while they last...like everything goes by a lot slower."

Other insights:

There are big differences between 12-13 year olds and 14-15 year olds. Older teens are more at risk from fear of 'not fitting in' than younger teens.

The pressure to smoke goes well beyond peer pressure. Some teens fear that by rejecting an offer they are rejecting the person as a friend. One teen fears physical violence.

Humor makes the anti-smoking message more powerful, but must be used carefully in order to avoid being perceived as too exaggerated or being taken too literally. In this commercial teens found the exaggeration relevant and funny.

To see sample transcripts of how teens 'talk' online, and sample recommendations from our report, check out our latest credentials presentation.

Brand Amplitude Credentials and Examples

Here are four brands we think reach Millennials effectively:

1. Herbal Essences: HB updated its package with nested bottles and fresh language; 'dandruff' was renamed 'no flaking away'; hair styles are not 'curly', they are 'totally twisted'. The web site's voice is young without being juvenile. It provide useful information (how to achieve that 'casual sexy, just out of bed look') and cool offers like pedicures. This is not your mother's shampoo.

2. Obama: Leveraging its own Facebook app and brand ambassadors, Brand Obama has managed to attract twice as many members as the PINK Victoria's Secret group and Apple Students combined. He speaks to their belief in the government's ability to affect change without seeming naive or inexperienced. Why should he? He's one of them!

3. Grape Nuts: Yes, Grape Nuts. Call us crazy, but the new outdoor campaign, cup holders and web site are charming and totally in sync with Millennial values. It tells it straight but never bores, with headlines that challenge euphemisms and end with the line, "It is what it is". The web site,
nograpesnonuts.com, is fun and disarmingly 'real'. Imagine Mac Guy doing stand up comedy. It fits both the brand and Millennials perfectly.

4. NASA. Taking cues from NASA employees who are themselves Millennials, NASA has taken steps to become relevant to a new generation. Facebook, Kids Club, Twitter? You bet. Hey, it should be relevant, it IS Rocket Science.

Hear more about our view of Millennials and find links to great resources at our blog.

MillennialMarketing.Blogspot.com