It’s a known language to them.
They do it all the time.
Tagging public space, tagging themselves; expressions of identity in a form.
Online: personalising facebook, recreating their own identity in multiple media.
Manipulating media to express their view comes naturally to them.
Just like branding themselves.
They are the rookie sailors on our post-modern ship.
They are the crew who challenge convention.
Living in tribes within worlds, living the relationship between image and reality.
They intuitively understand its fluidity.
They represent the freedom to try something new, take a lateral chance.
They know how to make a new connection between function and form.
That’s why they’ve always been the voice of change, of free expression.
They are ready to experiment with their own identity to get the message across.
Savvily speaking, they know they are the largest target market.
They are easily exposed to multiple information in multiple forms.
But many young people have honed their skills of discrimination.
They realise that having brands thrown at them has a flip side of free benefits.
They’re a step ahead, reinventing it into their own slogans and their own tags.
They’ve downloaded so much brand information that they’ve learnt the language of it.
Which is what makes them good at speaking it.
Which is what makes them good at doing it.
They also tend not too over-complicate stuff.
Life is here and now, uncomplicated by jobs, career progression and family life.
This makes them good at seeing the essential aspects of a brand.
To them a brand is good because it just is.
They don’t care if it ticks all the boxes you learnt in marketing school.
To them, its not rocket science.
Because it doesn’t need to be.