How an AFL club community relations team challenged us to unthink product life-cycles.
How an AFL club community relations team challenged us to unthink product life-cycles.
How an AFL club community relations team challenged us to unthink product life-cycles.
Flipping brand affiliation on its head.
Flipping brand affiliation on its head.
2 mins, August 14, 2025
2 mins, August 14, 2025
Flipping brand affiliation on its head.
2 mins, August 14, 2025
THE TRAP:
THE TRAP:
THE TRAP:
You should target parents (purse holders) to sell traditional household products.
You should target parents (purse holders) to sell traditional household products.
You should target parents (purse holders) to sell traditional household products.
In a typical family household, the parents own the relationship with the brand as the purse-holders. Brand affiliations are thus passed down from parents to kids, and the parents are the core target for building a robust product user-base and community.
In a typical family household, the parents own the relationship with the brand as the purse-holders. Brand affiliations are thus passed down from parents to kids, and the parents are the core target for building a robust product user-base and community.
In a typical family household, the parents own the relationship with the brand as the purse-holders. Brand affiliations are thus passed down from parents to kids, and the parents are the core target for building a robust product user-base and community.
AFL RELATIONS REFRAME:
AFL RELATIONS REFRAME:
AFL RELATIONS REFRAME:
Convert fans when they are young to create family affiliation towards brands from children up.
Convert fans when they are young to create family affiliation towards brands from children up.
Convert fans when they are young to create family affiliation towards brands from children up.
"Think ahead to your future customer base and engage them when they are young to bring enjoyment, connection and an added value that recruits the whole family."
"Think ahead to your future customer base and engage them when they are young to bring enjoyment, connection and an added value that recruits the whole family."
"Think ahead to your future customer base and engage them when they are young to bring enjoyment, connection and an added value that recruits the whole family."
Just as sports team communities are often built from the bottom up when kids start playing, tech brand affiliation can start early, especially if used in schools to aid creativity. Familiarity with classroom devices like printers builds comfort and preference, which kids bring home, influencing family purchases through 'pester power' and shaping long-term brand alignment.
Just as sports team communities are often built from the bottom up when kids start playing, tech brand affiliation can start early, especially if used in schools to aid creativity. Familiarity with classroom devices like printers builds comfort and preference, which kids bring home, influencing family purchases through 'pester power' and shaping long-term brand alignment.
Just as sports team communities are often built from the bottom up when kids start playing, tech brand affiliation can start early, especially if used in schools to aid creativity. Familiarity with classroom devices like printers builds comfort and preference, which kids bring home, influencing family purchases through 'pester power' and shaping long-term brand alignment.
THE TAKEAWAY:
THE TAKEAWAY:
THE TAKEAWAY:
Generational product affiliation doesn't just have to be passed own, it can be passed up.
Generational product affiliation doesn't just have to be passed own, it can be passed up.
Generational product affiliation doesn't just have to be passed own, it can be passed up.
Instead of waiting for consumers to buy into your product before building community, what if built a grass roots community before sales?
Instead of waiting for consumers to buy into your product before building community, what if built a grass roots community before sales?
Instead of waiting for consumers to buy into your product before building community, what if built a grass roots community before sales?
HOW MIGHT WE:
HOW MIGHT WE:
HOW MIGHT WE:
find the most mutually useful spaces to demonstrate benefits
reverse power and influence in a family unit to give children more authority
work within school curriculums to add value in the classroom
find the most mutually useful spaces to demonstrate benefits
reverse power and influence in a family unit to give children more authority
work within school curriculums to add value in the classroom
find the most mutually useful spaces to demonstrate benefits
reverse power and influence in a family unit to give children more authority
work within school curriculums to add value in the classroom