David Gensler Interview By The Brilliance

The Brilliance interviewed David Gensler co-founder
and President of the KDU and considered by "many to be the top youth
culture strategist in the world." The very long interview is worth printing off and saving for that plane ride across a continent or two.  It’s worth especially checking out some of his views on Mash Culture and Brand Development:

TB! > …What is it?  What is YOUR definition of Mash Culture?

DG > On this entire Mash Movement… I frame no hypotheses; I am
just offering careful observations. Mash is just the final resting spot
for merging/verging cultures. I am not even sure if the term "Mash
Culture" is appropriate. It is not really a culture since it is so
acutely individual, it is more of a behavior. With that said, there is
no "face" to put with Mash. No "age range," no geographic hot spots. It
is more of state of being then a trend or demographic. It is moment by
moment thing. The main fuel is technology and it’s ability to allow us
to create, connect and communicate. It is also deeply fueled by our
ability to directly edit and customize our sources of incoming
information. All of these factors allow an individual to jump around
the world and consume or participate in anything at any time. This is
nothing new and it is not rocket science, it is just the realization
that traditional media and most traditional marketing tactics are truly
dead, especially when targeting younger age groups.

TB! > In
the past you have spoken a great deal about the death of the
traditional advertising industry. What are your current feeling towards
the industry? Is anyone doing it right?

Oh boy… you see it boils down to a simple reality. Advertising – NOT
BRAND DEVELOPMENT – is simple mind control, just no one has the balls
to come out and say it. Brand Development goes deeper into the
sustained growth of the business. Advertising is basically the process
of creating a message that you hope will be accepted and believed by
the greater majority of consumers. This is why most brands have become
nothing more than lies that are commonly agreed upon by the public.
Brands used to be driven by grand visions, not super systems of
creating cheaper and cheaper products then attempting at higher and
higher margins. Sure, that is part of any great business and brand, but
you can’t eliminate the heart from the equation or you are left with
nothing. Advertising agencies for the most part are lie brokers. They
contribute nothing to culture. I think all brands should be managed by
in-house teams and supported by outside specialty talent.

TB! > Mass
consumerism and luxury brands making far more attainable
products/services than they ever have in the past. How is the educated
consumer reacting to this versus the uneducated consumer?

DG > See there is a crack in this question… and it is a big one.
It proves that the overall value system surrounding brands is flawed.
HOW can an exclusive luxury brand become a mass product? The function
of "mass" and the function of "exclusive" are directly in conflict with
each other. Eventually, all these actions to make luxury brands more
profitable by going "mass" will back fire and destroy them… and
yes… the educated consumer will be the sword that does the killing.
These brands need to make a stand. Take SVSV. The price points are
really high and that is driven by the method of construction and the
materials used. The garments and objects will never go on sale. Luxury
is not marked down. If you can’t afford it buy something else.

The Brilliance Interview