BXP - Vol 4 No 6 August/September 2020 - 20

20

T H E c o n v e r s at i o n

 Does the idea of community
change as the idea of family
evolves?

Marketers need to understand that families
are more than two parental units, who decide,
children, a dog and a backyard. All of that

There is a risk, again, of not being relevant.

changed back when Generation X was the
first to say, "I'm not defining family that way

Remember that communities or "tribes" are

anymore." Gen X rewrote all the rules. The way

subgroups of people with shared values. When

people, including millennials and X-ennials, are

you think of community in this way, you can

creating families now started with Gen X.

see the concepts of family and community
are powerful and important. Marketers and

Today's families make their own rules,
and they want those rules to be open and

designers need to understand that the rate of

meaningful. As a brand and a marketer, you

change has evolved and these definitions are

need to connect your brand story to their idea of

becoming even more fluid. It is a challenge for

family, which might be centered on fur-babies,

marketers and designers to tell a meaningful

versus what you consider family. Brands need

story that doesn't age out quickly or doesn't

to be careful not to draw lines that make people

become something that falls to the wayside.

feel like they don't belong to a brand's tribe.
Another way that storytelling has evolved is
that social media plays such a huge role in how
people define themselves. Brands that play in
that space can become tools or building blocks
with which people build their own identities or
share their stories online. To be effective building
blocks, brands need to have messaging that's
"snackable." If your messages are short and
succinct, they can be used by shoppers to help
tell their personal brand stories.
On the other side of that, brands that
don't deliver easily digestible and shared
messaging can have their brand personalities
misinterpreted. Remember people are

First and
foremost,
brands need
to think about
inclusivity.

 How do marketers
approach targeting with
these definitions evolving so
much?
Let's take the roles of husbands and

grandparents. Today, husbands are more
likely to be involved in what are considered
traditional chores, and grandparents, especially
before the pandemic, are playing a larger, more
direct role in child-rearing. Marketers who
can communicate better to that husband or
those grandparents who are more involved or
people who love pets so much that they see

hardwired to tell stories. If brand leaders don't

themselves as "pet parents" will have a bigger

give the public a narrative for their brand's

market.

values, including how that brand defines family

The risk is that a brand whispering in

and how the brand's products or services fit

everybody's ears might have shoppers

into that ever-evolving definition of families,

questioning, "Are you really trustworthy and

they might find that people will start filling in

transparent?" To have credibility with each

that narrative. As hardwired storytellers, people

tribe, marketers and brand leaders need to

seek answers, and as humans, we'll fill in the

balance being inclusive and narrow enough.

gaps in any story-including brand stories.

One way to do this when target marketing

Brands that don't help shoppers understand

is to look at the psychographic profile within

how a brand belongs to a shopper's personal

a demographic because there are causes,

story might find their brands irrelevant or worse

concerns and nuances to every group. A

yet-vilified.

marketer looking to reach heads of households

a u g u s t/ s e p t e m b e r 2 0 2 0 | B r a n d E x p e r i e n c e



BXP - Vol 4 No 6 August/September 2020

Table of Contents for the Digital Edition of BXP - Vol 4 No 6 August/September 2020

BXP - Vol 4 No 6 August/september 2020
Editor’s Letter
The Scene
Chief Experience Officer Series: Joe Hodas
Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
A Look at Branding and Package Design for the Legalized Cannabis Market
A Multi-Part Series About Marketing to Modern Families
The Toolbox: Product Focus on Packaging for Cannabis
Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Intro
BXP - Vol 4 No 6 August/September 2020 - BB1
BXP - Vol 4 No 6 August/September 2020 - BB2
BXP - Vol 4 No 6 August/September 2020 - BXP - Vol 4 No 6 August/september 2020
BXP - Vol 4 No 6 August/September 2020 - Cover2
BXP - Vol 4 No 6 August/September 2020 - 1
BXP - Vol 4 No 6 August/September 2020 - 2
BXP - Vol 4 No 6 August/September 2020 - 3
BXP - Vol 4 No 6 August/September 2020 - 4
BXP - Vol 4 No 6 August/September 2020 - 5
BXP - Vol 4 No 6 August/September 2020 - Editor’s Letter
BXP - Vol 4 No 6 August/September 2020 - 7
BXP - Vol 4 No 6 August/September 2020 - The Scene
BXP - Vol 4 No 6 August/September 2020 - 9
BXP - Vol 4 No 6 August/September 2020 - Chief Experience Officer Series: Joe Hodas
BXP - Vol 4 No 6 August/September 2020 - 11
BXP - Vol 4 No 6 August/September 2020 - 12
BXP - Vol 4 No 6 August/September 2020 - Innovative Startup Leverages a Knack for Partnerships and Wicked Designs to Disrupt the Candle Market
BXP - Vol 4 No 6 August/September 2020 - 14
BXP - Vol 4 No 6 August/September 2020 - 15
BXP - Vol 4 No 6 August/September 2020 - A Look at Branding and Package Design for the Legalized Cannabis Market
BXP - Vol 4 No 6 August/September 2020 - 17
BXP - Vol 4 No 6 August/September 2020 - 18
BXP - Vol 4 No 6 August/September 2020 - A Multi-Part Series About Marketing to Modern Families
BXP - Vol 4 No 6 August/September 2020 - 20
BXP - Vol 4 No 6 August/September 2020 - 21
BXP - Vol 4 No 6 August/September 2020 - 22
BXP - Vol 4 No 6 August/September 2020 - 23
BXP - Vol 4 No 6 August/September 2020 - 24
BXP - Vol 4 No 6 August/September 2020 - 25
BXP - Vol 4 No 6 August/September 2020 - The Toolbox: Product Focus on Packaging for Cannabis
BXP - Vol 4 No 6 August/September 2020 - 27
BXP - Vol 4 No 6 August/September 2020 - Index of Advertisers
BXP - Vol 4 No 6 August/September 2020 - Cover3
BXP - Vol 4 No 6 August/September 2020 - Cover4
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