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...
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.