Demystifying Gen-Z

The Biggest Mistakes Brands Make When Appealing to Only One Generation (Ending Up Alienating Existing Brand Users) and What to Do Instead

Today, I bring a fresh perspective to our conversation—a narrative about a brand's life cycle and how it weaves through the fabric of generations. I created this presentation for Park Street University at Bar Convent Berlin.

During my career in the industry, I've witnessed the evolution of brands across borders and generations. Take note: what seems like an overnight success is often a brand that has been quietly climbing for two decades. Aperol, Jameson, Hendrick's Gin – these names didn't always dominate bar menus.

Remember when a Negroni was a rarity? I do. I'd have to guide bartenders through the mix.

The life journey of a brand is interwoven with generational shifts. Every 20 years or so, new consumers emerge, market conditions fluctuate, and internal teams within companies turn over. This churn can lead to lost knowledge and identity crises for brands as new managers aim to leave their mark – too often through superficial changes like packaging or messaging.

Yet, brands must resist the urge to chase trends at the expense of their essence.