1. Shine the spotlight: Extreme personalization gives marketing a new face
The Connected Generation is clamoring for personal recognition. They're itching to stand out, stand up, and be celebrated with their names in lights (or print or pixels). Brands that tap into this powerful need with highly creative efforts will get not only great buzz, but a whole new level of loyalty and brand ownership to match.
Isn't that what Jesus does? Throw a big party for a prodigal? Go out looking for that one precious sheep?
2. Raise my pulse: Adventure takes its place as the new social currency
There is a new premium placed on venturing into the world, collecting exotic adventures and memories, and pushing personal limits. Customers are seeking highly interactive encounters that teach and challenge and in the process, give them personal insight, and explore who they are. Today, more brands are responding to this craving for adventure by offering fresh, unique, and easy-to-access experiences. From classes on stiletto-shoe to test-driving new careers, it has never been easier to raise your pulse.
Climbing the narrow road with Jesus is a pulse-raising adventure beyond compare.
3. Make loose connections: The new shape of "families" and social networks
The Connected Generation has embraced technology to build social and professional networks with a brave new structure. This generation is rejecting traditional associations and club-style memberships in favor of loose connections that more accurately reflect their interests, lifestyles, and busy days. Brands need to understand how to interact with these powerful new social structures if they want to stay hot and stay in the loop.
Jesus, too, rejected "traditional associations and club-style memberships," and pursued brief but intense interactions with all kinds of different people.
4. Give me brand candy: Everyday objects get sharp, delicious, intuitive design
Design has emerged as a sign of the good life. The look and feel of objects, places, and things is becoming increasingly important. Design is shifting paradigms and spurring people everywhere to rethink established products and industries. Design, along with its strategic twin innovation, has become a vital tool to stand out and stay strong in an increasingly competitive market.
A goblet of crimson wine. Fresh-baked bread. Our King knew the power of simple, beautiful objects.
5. Filter out the clutter: Editors and filters step into a new role of prominence
In a world that's inundated with choices, editing is a critical market phenomenon and an important process in our daily lives. Consumers rely on editors to sift through the raw data and identify the top picks. As a result, many savvy brands are learning to build editing mechanisms into their brands, products, and Web sites. In today's globalized world, it feels good to be "in the know" and to avoid costly and frustrating purchases.
Sounds like the Holy Spirit's job description in a nutshell -- to sift through the junk and steer us to truth.6. Keep it underground: The rejection of push advertising and the rising influence of peer-to-peer networks
The Connected Generation has grown up feeling saturated with advertising and marketing. They are suspicious of ordinary "push" campaigns and gravitate toward integrated, contextual offerings from trusted friends and members of their networks. A select group of people discovers something new, from shoes to bands to politics to neighborhoods, and translates it to satisfy a much wider audience. This is the way of the underground.
