DISCO. A new marketing acronym for the collection.

JWT has an excellent document about 50+ marketing (The Fabulous Fifties) published on the Marketing Society’s web site.

It covers many of the subjects that have been done to death in other articles but in a light amusing way. There are a couple of new interesting points. JWT identified three types of brand characteristics that are in harmony with the sentiments of the boomer generation.

1. The demand for enhanced levels of service, or new or improved experience. This includes brands for which escape or luxury are important currencies.

2. The desire to acquire knowledge and information. Brands with any knowledge or information dimension, either in their function or ethos.

3. The need to know why something is right or good (rationale & expertise). Brands that rely less of the x factor of an exciting brand and more on rationale and expertise (e.g. Audi, Dyson and Easyjet)

There is also mention of a marketing acronym, DISCO, that relates to ‘communication, and the qualitative requirements of brand communication to the over fifties’. I will let you read the full explanation, in case you are guessing what it means:

D is for Distinctivity
I is for Integrity
S is for Simplicity
C is for consistency
O is for old fashioned

Now you know!

Whilst you are on the Marketing Society’s Web site you might want to download the paper I wrote about Blogging (‘A Blogging Marketer’)