13-38 Authenticity and evolution are the two key words when a brand is tackling the notoriously fickle teen market.111 A teen chooses to eat, sleep, and breathe a particular lifestyle for a brief time, and the brand needs to connect with this in an authentic way. A teen can always spot a fake brand that is based on teen stereotypes. The brand has to do is to recognize that teens evolve quickly.

Their likes and dislikes can change overnight. The brand needs to grow and adapt with them to keep them committed.

If you were launching a new brand for teens, where would you start?