The Gen Z Frequency: How Brands Tune In and Build Credibility 1st Edition
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"Finally, a book that not only understands the complexity and vivaciousness of my generation, but also gives practical insights into how brands connect, market and build community with us. It provides an insider's view into our mindset and teaches brands how to build trust with a generation notorious for scepticism."--Natalie Riso, Content Marketing Strategist, Studio71, and two-time LinkedIn Top Voice at age 21
"Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation."--Stefan Heinrich, Head of Global Marketing, ByteDance (TikTok - formerly musical.ly - and Vigo Video)
"Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation." ― Stefan Heinrich, Head of Global Marketing, ByteDance (TikTok – formerly musical.ly – and Vigo Video)
"An essential read for business leaders due to the fact that Gen Z sets the benchmark for every other generation now in regard to trending consumer behaviour. Witt and Baird not only do a great job laying out every area that brands need to focus on when it comes to Gen Z: transparency, culture, media, marketing, community and influence, but the layout of the book itself makes it Gen Z by design with its TL;DR chapter summaries. Ignore at your own peril." ― Geoffrey Colon, Senior Marketing Communications Designer, Microsoft, and author of Disruptive Marketing
- Publisher : Kogan Page; 1st edition (September 28, 2018)
- Language : English
- Paperback : 256 pages
- ISBN-10 : 0749482486
- ISBN-13 : 978-0749482480
- Item Weight : 12.2 ounces
- Dimensions : 6.1 x 0.79 x 9.25 inches
- Best Sellers Rank: #1,367,159 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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I'm familiar with youth marketing and have done a good amount of activation in the space (video games, CPG, QSR), but what this book brings to the table is the entire youth marketing playbook. The hardest place for a marketing is knowing where to start and this book guides you through an entire scalable process that would be impactful if you are working on a project on your own as it would be to working through a project with an entire team.
Greg has found some choice case studies and kicks things off with an in-depth deep dive into how Nike made their way into skateboard culture, which is the perfect example of behaviors brands should adopt to be welcomed into a culture or subculture in 2019.
There's a ton in here and I will be borrowing methodologies and using this as a guide for strategy projects until they come out with their next book.
You should ESPECIALLY buy this book if you don't think you need to know about youth marketing. This book is a brief glimpse into the very near future and sets up a modern consumer mindset that we should all be getting to know better.
Buy this book and tune in!
As a parent with two Gen Z children, the lessons I've learned by reading The Gen Z Frequency will help me connect with my son and with my daughter as they start to navigate their tweens.
On another note, I should have been less positive about The Gen Z Frequency in coffee chats with my colleagues because my hard copy (the one under my phone in the photo) has gone missing from my desk.
Julie - Retired Business Marketing Manager and a Gen Z Grandmother
Top reviews from other countries
Reviewed in the United Kingdom on January 29, 2019