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Don't Use The Fame
(US/World) Check out this fun article from the boys and girls of BusinessWeek talking about the use of celebrities in advertising campaigns and how it's not working on the girl market.
…the lesson is, celebrity-ism will not get you access to today's girl market. Modern girls are not celebrity fiends. We strive to be individuals, not to just parrot the rich and famous. So if you want to be a respected leader in the 21st-century American girl market, you must lead with honest values, quality, originality and great products. Then you'll succeed by doing what your mother always told you to: just be yourself.
Very reflective of the findings in the Phatgnat Youth Report.
Related posts: Phatgnat Youth Report 2005 and The Phatgnat Youth Report - Revisited.
Filed by DK on February 24 2006
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