branding and teen ministry 1 (of 3)

Open Mind Research and OTX joined forces to survey 1000 teenagers this summer on branding. Not something a youth ministry may be interested in initially, but when Brandweek highlighted the study, they titled their article, "How to Reach Teens? It's All About the Brand." What youth ministry isn't always looking for better ways to "reach teens?"

Some interesting observations:

>> Of the 47 brands tested, the iPod came out on top as the brand "absolutely essential to teens."

Why? Irma Zandl, principal of The Zandl Group, mused, "They respond to brands that reflect their lifestyle and offer innovation, creativity and a high degree of style." Similarly, the study found that,

>> Nineteen percent will swap brands due to boredom.

The implications herein for youth ministry are endless, and one facet of those implications speaks to youth ministry space.

First of all, this should drive home the idea (if you're not already convinced) that a youth ministry needs a unique space. It's not enough to take over your church's main worship space when the adults are not around.

Zandl's insight is ... insightful. That the iPod is "absolutely essential" tells us three things about what is important to teenagers:

1. Reflect their culture

Youth ministry space should look, feel, and sound (maybe not "smell") like their favorite hang-out. Where do teenagers and young adults in your community hang out? Starbucks? Build out a third place space. Skatepark? Get some ramps, helmets and permission slips. Bedrooms? Make it comfortable, malleable, and accessible.

2. Be innovative/creative

Keep the space simple. There was a time when youth ministry spaces were themed, but it may be time to leave that for the children's ministry. Your space should be flexible: from hang out to open mic night to movie screening to Summer Kick-Off party.

3. Be stylish

Your space can be simple and stylish at the same time. Look at the iPod commericals that have catapulted their product to "absolutely essential:" simple and stylish. All it takes is good color, clever lighting, and some hip furniture.