Brands, Not Marketers, Define Teens

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NEW YORK Jocks. Cheerleaders. Stoners. Skinheads. Gangsters. To the marketers trying to reach them, that roster may sound more like the cast in a John Hughes movie or the roll call of Ferris Bueller’s fan club. But at Adweek‘s What Teens Want conference held yesterday at the Marriott Marquis in New York, speakers made it clear that if marketers aren’t thinking about how teens identify themselves within their peer set, their brands are going to miss the mark.

“There

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