csmonitor: The market-research firm Energy BBDO ran a study called GenWorld that polled teens from 13 countries about big brands The top three affinity slots went to Sony (Japan), Nokia (Finland), and Adidas (Germany). Top US finisher: Nike at No. 4, a somewhat surprising result given that US firms have traditionally wielded a collective hegemony with this very desirable demographic.
The study suggests that control is slipping from brands that try to impose images on teens rather than reflecting teens' perceptions of themselves.
"[The Adidas slogan] 'Impossible is Nothing' resonates with this generation almost like no other campaign that I've seen," says Walker, who calls global teens engaged, optimistic, and connected.