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The Next Generation brand is focused on creating huge dissonance between its brand and all other brands that came before it.
A Next Generation brand dramatises the end of an era and offers the consumer a brand new perspective, plus the chance to be enlightened and ushered into a new world.
This perception might be created through product innovation, such as redefining a category’s dated practices with a new, innovative solution that handles the category differently. Or it may simply be an exercise in marketing, creating the illusion of one brand being on the side of future generations, versus the rest of the category who are outdated and irrelevant.
Either way, the media practices of Next Generation brands share similar traits. They are loud and proud. They are often more a voice than a brand, and they behave as if they were the market leader.
As such, they integrate the disciplines of advertising, social and PR so that the marketing feels more than just advertising, it feels like
a news story.
In order to achieve this the media choice is often fairly traditional, even for the most modern and innovative brands in this challenger stance.
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