Generational Branding - Saw this photo in Fast Company  and thought it had amazing implications.  It’s something I’ve been thinking about lately.  Most brands have deep roots within a generation - to sustain, that brand has to become relevant to succeeding generations.  Think of Oldsmobile - too little - too  late.  Their “This isn’t your father’s Oldsmobile” campaign did little to sway the minds of Baby Boomers.  Their brand…. it’s dead.  Our twin sons rarely if ever wear Nike, why? Because Under Armour OWNS their generation. Nike’s still cool for shoes and some niche sports like golf - but we find ourselves spending $24 a pair for a pair of Under Armour underwear. (BTW - ever wonder why it’s called a pair of underwear?)  

Apple has done a great job of becoming relevant to a generation but they’ve been BRILLIANT in their ability to expand that relevance to both older and younger demographics.  When my 70 plus year old mother (never reveal a woman’s true age) is thinking about getting an iPhone, something pretty amazing is happening.  Transferring the enthusiasm for a brand across generations takes product innovation based on searingly insightful customer research and brilliant branding.  

Nike is losing a generation.  Who’s next?

- Ken Schaefer