Demystifying Gen-Z: The Biggest Mistakes Brands Make When Appealing to Only One Generation (Ending Up Alienating Existing Brand Users) and What to Do Instead
Presentation for Park Street University from Bar Convent Berlin 2023
Today, I bring a fresh perspective to our conversation—a narrative about a brand's life cycle and how it weaves through the fabric of generations. I created this presentation for Park Street University at Bar Convent Berlin.
During my career in the industry, I've witnessed the evolution of brands across borders and generations. Take note: what seems like an overnight success is often a brand that has been quietly climbing for two decades. Aperol, Jameson, Hendrick's Gin – these names didn't always dominate bar menus. Remember when a Negroni was a rarity? I do. I'd have to guide bartenders through the mix.
The life journey of a brand is interwoven with generational shifts. Every 20 years or so, new consumers emerge, market conditions fluctuate, and internal teams within companies turn over. This churn can lead to lost knowledge and identity crises for brands as new managers aim to leave their mark – too often through superficial changes like packaging or messaging.
Yet, brands must resist the urge to chase trends at the expense of their essence. New legal drinking-age consumers are constantly entering the market; they might be bartenders or just enthusiasts. But if a brand starts altering its core to cater to fleeting fads, it risks alienating loyal patrons and potential new fans.
Brands must maintain consistency while allowing for natural evolution over time. Drastic deviations from what made a brand resonate initially can result in a loss of identity and consumer trust. Instead of chasing every new generation with gimmicks, brands should focus on their foundational elements – those aspects that have stood the test of time. It's about striking that delicate balance between staying relevant and remaining true to one's roots.
In summary, brands should avoid the temptation to overhaul their identity in pursuit of short-term trends. By focusing on authenticity and consistency, they can navigate generational changes without losing sight of what made them unique in the first place.
Consistency and the basics are often overlooked, yet they're the bedrock of a brand's identity. It's easy to take these elements for granted, especially if they've been ingrained in us for years. But consider the ritual that might be second nature to a seasoned bartender—like a perfect pour or a signature garnish. To someone new to the industry, these traditions are uncharted territory.
Take Campari, for instance. They've championed the Negroni for decades, proclaiming "No Negroni without Campari," even when the cocktail wasn't in vogue. They didn't chase fleeting trends; they focused on their core message and built momentum. Look where it got them—Negroni Week is now a global phenomenon.
Aperol is another shining example. Despite being relatively new to the scene, it's become synonymous with its signature Spritz—a testament to consistent messaging about its core recipe. Even Hendrick's Gin, known for pairing with cucumber, never reinforces this association despite its widespread recognition.
The lesson here is clear: Master your basics, and don't deviate from your brand essence. Adjust your messaging subtly over time but remain true to what made your brand renowned in the first place. Educate each new generation about your brand's core without altering its message.
Remember, investing in your brand's roots can secure long-term success, just like nurturing young talent in a national football team. Consistency breeds champions both on the field and in the marketplace.
Remember national football teams—they can't buy talent; they breed it within their academies. That long-term investment yields victories down the line. That same principle applies to brands striving to endure and thrive in an ever-evolving market.
Stay grounded in your fundamentals and stay consistent—brands can gracefully welcome new generations.
I hope this newsletter will help you better focus your efforts while scaling up.
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