#41 Exploring alternative positionings
Young consumers often show a marked nostalgia for what they perceive as the quality and creativity of the past. While conventional wisdom suggests that younger consumers gravitate toward all things new, established brands should not regard their lack of newness as a liability. In fact, attempts to create equity around a new, youth-targeted product by separating it from an established umbrella brand may yield suboptimal results. Some of the most effective youth-targeted product launches draw on equities of "older" brands. So while it might seem counter-intuitive, when marketing to younger consumers, if your brand has rich heritage or history, flaunt it.