The Intentions of this book

The Intention of this book...

Something that heavily influences how I will create and produce my final piece is the consumer, how they want to consume content and how they can understand a conceptual idea such as New Codes.

Within this book I will be looking in to the pros and cons of the generation, breaking what communication channels to use and avoid and techniques within this that will be most effective. Within this consumer profile, I will also look into the multiple market levels and see how this could possibly change the approach we take in terms of marketing and communicating to generation alpha.

As we go through the gears of technology, our day to day lives are changing, how we consume information, news, entertainment and fashion have all changed drastically. From moving to purely digital formats and slowly phasing out analogue techniques such as newspaper printing and DVD’s have even gone off in terms of when you look at streaming services such as Netflix and Amazon Prime.

The second part of this book will look at two consumer profiles that I will be contextualising with New Codes, showing the practical application of New Codes at two different market levels. Yohji Yamamoto at a conceptual level and how I think we can market this to a younger audience, how can we move Yamamoto in to a digital space whilst keeping the integrity of the brand as well. The second consumer profile is looking at Palace Skateboards and how they consume Palace at the moment and potentially how they can consume in the metaverse as we, be it through social media or other means.

This book will help direct where we move in terms of meta-marketing and what this will look like in terms of communicating and telling stories. By the end of this book, we will have a greater understanding of our consumers at a generational and sub-cultural level, and how this changes our approach to marketing within the metaverse.