Monthly Archives: June 2012

Chris Colbert and the Concept of One Simple Thing

I recently had the pleasure of interviewing CEO Chris Colbert at his Boston marketing firm Holland-Mark. We discussed his revolutionary theory of branding: One Simple Thing (OST)–a concept I’ve brought up in a previous post. Not only did it get me thinking about my brand, How To Market To Me, but how I view other companies as well.

One Simple Thing: What it is and why it’s important

Here Colbert introduces the concept of OST and explains its importance to both consumers and company workers.

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Attention Nonprofits! Here’s How to Hook Generation Me With Social Media

Millennials volunteer at a higher rate than GenXers and Baby Boomers did at their age–82.9% college freshman participated in community service in high school.  This number is the silver lining from an otherwise gloomy portrait of my generation from the Journal of Social Psychology and PersonalityAside from our higher volunteer rates, millennials are more narcissistic, extrinsically motivated, aloof to social and environmental problems than the previous two generations.  As I reluctantly concluded with a thorough look at this study in the previous article, we are Generation Me. Our selflessly high community service rate? Most likely due to high school graduation requirements and boosting college applications.

For nonprofits, this grim picture masks real opportunity. More young people than ever are interacting with nonprofits–let’s figure out how to hook them! By applying findings from the Journal of Social Psychology and Personality (JSPP) study and The Millennial Impact Report (MIR), nonprofits can make the most of their millennial volunteers and donors–and hopefully turn the tide of Generation Me to Generation We. Continue reading

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Generation Me vs. We: How To Make Sense of Millennials’ Dual Personalities

Millennials get a mixed reputation. While some call us narcissistic and shallow, others are inspired by our connectedness and drive for social change. Are we all about ourselves or others?

The Huffington Post recently featured two opposing studies regarding millennial values that’ve left a few scratching heads. One article reported a study published in the Journal of Personality and Social Psychology that deemed millennials as more self-centered and focused on extrinsic motivators, such as money and fame, than Baby Boomers or GenXers were at our age. Ouch. Yet, only a few months later, the same newspaper reported on another study that 75% of millennials donate financially to charity and 63% donate time–statistics that seem to negate our previous narcissistic image.

So, which is it: Generation Me or We?

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Surprised? 3 American Brands Popular with Russian Millennials That You Wouldn’t Expect

Today I’m writing from Tallinn, Estonia during my trip to Russia and the Baltic states.  One of the many interesting things I noticed was which American brands are being reclaimed as “cool” by St. Petersburg millennials after the fall of the Iron Curtain.  Some, like McDonald’s and Levis, I expected to see. But these three brands took me by surprise. Continue reading

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How MTV Markets To Millennial Recruits

Reason #847 I love the internet: Meeting the president of MTV (in person!) with a single tweet.

  Stephen Friedman and I–life is unreal sometimes.

With the MTV Movie Awards airing later tonight, it’s the perfect time to take a closer look at one of the quintessential brands for 12-34 year olds.Early last month, I heard about  MTV’s first Boston recruiting event for summer interns and new graduates only. Considering MTV’s significance to previous generations and the fact that they are undergoing a major strategic repositioning to reach millennials, I had to be there! Thanks to Twitter and the amazing people at MTV Insights, my dream came true and I got the inside scoop.

Here’s how MTV, a channel reaching 100 million millennials, branded itself to young employee-hopefuls (like me!).
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