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How to make a brand appeal to a 55-year-old like me

Advertising is as obsessed with the new new thing as it is with youth, often forgetting that the richest, most influential group of consumers already exists and though they might be older, they are full of life and optimism - Mike Teasdale explains how to speak to this crucial audience.
I am about to become the same age my Dad was when he died from a heart attack. Not surprisingly, I have been thinking about him recently, and about my own future.
Traditionally, the mid-fifties are a time when physical decay, declining status, eroding sexual power, and shrinking parental duties all start to hit home and make you question your primary role in life. I have those same thoughts of course but my state of mind is positive, and I am relishing the prospect of deciding how best to spend my remaining years. ....

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What do booming sales for Corona beer say about brands?

Corona’s 2020 experience is proof that brands are astonishingly resilient, and you must work damn hard to damage one when it is built properly - Mike Teasdale explores what’s happening under the surface.
Back in early 2020, the owners of Corona beer made a statement stressing there was no link between coronavirus and their brand. The statement was prompted by surveys which had shown that drinkers were being put off by the association. One survey revealed that 38% of Americans wouldn’t buy the brand under any circumstances because of the virus outbreak, and another reported that there had been a spike in internet searches for “corona beer virus”. ....

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