We are entering a new era of leadership in companies. In the old world, companies sought leaders who “ran” the company’s business – optimized supply chains, led the organization and workforce, improved sales and customer service. Customers were at the receiving end of the company’s efforts in creating, innovating and bringing to market products and services.
Today, companies and boards seek leaders for entirely different challenges.
Every generation has a unique set of attitudes, values, and behaviors. Like a person or a brand, a generation has a collective, unique personality. Marketers today are interested in the Millennials–the generation of consumers generally born between 1981 and 2000–and they are perceived as important, highly influential, and worthy of considerable attention.
I agree. These consumers are indeed important and worthy to better understand. So, I decided to review a handful of the many studies and books that exist on Millennials. I must say it was an easy task since there is a great deal of analysis, research, and investigation on the subject. A quick Google search brings up quickly a dozen studies. My conclusion is that there is much to be learned about Millennials, and nearly every study is worth a great read, but in all practical terms, there are very few useful recommendations or practical guidelines for marketers. Here is why:
Vivaldi Partners Group Founder and CEO Erich Joachimsthaler was interviewed the other day by DayBreak USA. In his conversation with the host, Jay Young, Erich talked about what brands and businesses need to know in order to connect with consumers in today’s digital world. The empowered consumers are Always-On with fickle preferences. Companies must meet this change by enabling their digital enterprises. Erich goes on to explain how companies can do that as well as mistakes to avoid.
On May 23rd, the Swiss Marketing Association hosted an interactive session for marketing and innovation executives that featured a presentation from Vivaldi Partners Group CEO, Erich Joachimsthaler. It was followed by a discussion with Erich and Martin Schlatter, former CMO of Wrigley’s, moderated by Vivaldi Partners Group Senior Partner Roland Bernhard. The event focused on successful marketing strategies in today’s era of digital transformation.
Our CEO, Erich Joachimsthaler, is often interviewed by news outlets on a variety of topics regarding branding, innovation, and marketing in general. This past week, he has been interviewed on TV segments and quoted in articles talking about the news that Apple will be buying Beats. Continue reading