How hot is your brand?

To sustain your brand's or company's competitive edge with the critical and marketing savvy generation Y consumers, InSites Consulting has developed the CRUSH branding model. Wondering how your company or brand scores for Gen Y? Do this quick&dirty CRUSH test to get a first feel.

	Yes	No
Are you using the collective wisdom of youth through textmining on their social media and favourite websites?
Are you constantly refreshing your brand and surprising youth by incremental innovations, exclusive or limited edition offerings and promotion on cool channels (media) and in cool environments (retail)?
Are you using conversation starters, i.e. content worth sharing with friends, in your marketing campaigns?
Is your brand's vision clear to GenY consumers and do you re-interpret it to follow changes in taste, interests and values while staying true to your brand's legacy?
Is your brand open to discussions with Gen Y customers? Do you stimulate these discussions with you or the marketing manager or CMO/CEO through your own open platforms?
Do you ask Gen Yers to co-create campaigns, products, events... for your brand?
Do you know your battlefields, i.e. those brand personality items that are driving Gen Y's choices? Do you know how both your brand and your competitor brands are scoring on these battlefields?
Do you know which parts of your product or brand are its unique identifying assets?
Are you aware of the lifestyle segments within the Gen Y market; which ones are most attracted to your brand? Do you track their (changing) passions in life?
Is your brand's marketing plan stimulating positive emotions such as happiness through magic moments or challenging experiences and are you socially connecting Gen Yers on events (offline or online)?

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