Strategy to develop and market a debit card for Lil Wayne\'s Young Money....

1. Young Money Brand Positioning & Architecture
Conceptual Strategy

2. The folly of Old Money is “they” thought it would last forever.
Today, generations value a new currency that doesn’t age.
Welcome to Young Money...
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3. Young Money Manifesto:
Our money? We made it fresh this morning. This isn’t easy money, it’s the smart
money, it’s “on the money.” And it’s worth more than your money. We exchange
social currencies, resurrect dead presidents, and print Benjamins. Money aint a thing.
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4. Opportunity
Current macro economic factors and
consumers’ changing attitudes towards
innovative and social payment forms, are
influencing how we buy and pay.
Young Money’s debit card launch is the
gateway to creating popular culture’s
preferred social currency for young adults
18-34.
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5. Business Objective
Activate new accounts: Alpha spenders
and social shoppers, 18-34, who use bank-
issued and pre-paid debit cards.
• NYC
• Miami
• Atlanta
• Los Angeles
• Chicago
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6. Market Space
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7. What is Money?
Euripides, the Greek dramatist said money
is the wise man’s religion. Jesus said the love
of it is the root of all evil. Societal beliefs,
mores, values and rituals towards money
are influenced by how much of it one has.
Money is a cultural, emotional and physical
instrument of opportunity.
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8. Payment Perceptions
ABILITY
Credit
Debit
STRIVER MOGUL
Secure
Cash
CURRENCY
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9. How we Spend It
2009 IN-STORE TRANSACTION MIX
Source:Visualeconomics.com
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10. What we Buy
NYC: 18-25, single, male, no kids, all incomes. LA: 18-25, single, female, no kids, all incomes.
HOUSE & HOUSE &
HOME FOOD & DRINK HOME
$249
TRAVEL + ENT.
$369 $344
$341
GETTING
FOOD & DRINK TRAVEL + ENT.
AROUND
$173 $725 $287
HEALTH &
SHOPPING
FAMILY
$403 $380 HEALTH &
FAMILY
$245
SHOPPING
$540 GETTING
AROUND
$72
Source: Bundle.com
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11. Target Consumer
Image-conscious social strivers and climbers who
use debit cards fashionably.
Source: American Bank Group
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12. Consumer Insight
Financial instruments represent strength
in social environments and aspirational
atmospheres where cash is not always
king.
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13. Positioning Statement
Young Money is the only prestige
alternative payment solution for Millennial
consumers, 18-34, who consume popular
culture.
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14. Brand Architecture
• Prepaid Debit
• Debit PIN
• Debit Signature
CARDS • Gift
• Online
• Retailer Merchant
• Travel - Air, Hotel
• Live entertainment
REWARDS
• Coupon
• Comparative Shopping
• Virtual currency
• Geo-local
SOCIAL
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15. Lee Chapman
Chappy@crosscutadvisory.com