Adam Nisenson Spotlighted in a Recent Issue of HOW Magazine
Adam Nisenson, principal and creative director of the youth-oriented sports marketing firm Active Imagination in Houston, gained firsthand experience with young people's skepticism when his firm developed the brand strategy for the inaugural 2005 Dew Action Sports Tour, an extreme sports event for the Gen Y segment.
team began by immersing itself in the skate and BMX sports cultures.
Some kind of immersion process is a requisite for getting to know any consumer group, but it's particularly important in terms of the youth market, whose preferences are in a perpetual flux.
"This is an ever-changing demo," Nisenson
"Generation Y is always looking for the next thing, so their ideas about what's cool are constantly changing."
didn't stop there.
With logo concepts mounted on boards, he
headed to local skate parks, where he
intended to record young people's reactions to his
ideas on video.
But kids gave Nisenson
a clear signal-namely, by walking away-that they weren't up for a sales pitch.
"At one of the skate parks, I couldn't get any of the kids to stop and talk to me, " he
And in fact, once Nisenson
convinced the reluctant youth that he
wasn't trying to sell them anything, attitudes changed.
"Suddenly, I had crowds gathered around me," he
maintains that this direct contact with kids, for all its kinks, was a critical component to his
firm's capacity to create a resonant, authentic brand identity for his
"A lot of decisions made for the Generation Y are made in a boardroom," he