Things You Should Know: Brandjacking

 

Welcome to Things You Should Know, our new ongoing series on Millennial-fueled trends, slang, and memes that will keep you up-to-date on everything happening in youth culture. 

Last week, media organizations began to report that online vigilante group Anonymous had hacked Westboro Baptist Church’s Facebook page after the church announced they would be picketing the funerals of the Boston Marathon bombing victims. But the truth soon came to light: Westboro had never had ownership over the page at all; Anonymous had started the fake page themselves months before. Westboro had been brandjacked.

The term brandjacking has been in use since around 2007, when it was used in an article in Businessweek describing the new problems that corporations were facing protecting their reputations online from “cybersquatters,” individuals using unauthorized trademarked name or phrase in a domain name. These days the practice of brandjacking has become much more complicated. Brands’ reputations online are as vulnerable as consumers’—perhaps more so because they are bigger more alluring targets with more public failings. And because brands don't have emotions or feelings, to Millennials don't see it as bullying. For this generation, trusting what they read online is already a dubious process, and with brandjacking becoming more common, the veracity of every brand message, profile, and campaign is up for questioning. In an era of catfishing and profile hacking, brands are not above having their identities stolen, and brandjacking is taking on many forms.

The Social Media Brandjack: Perhaps the most common form of brandjacking is a fake social media profile for a brand being set up in order to mess with that brand’s reputation. In the wake of the 2010 BP oil spill, a Twitter feed under the handle…

 
 
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Millennial News Feed

Quote of the Day: “Already-made costumes usually don't look all that good and are overpriced. Another MAJOR issue is what do I do with that wholly bought costume [after Halloween]? I don't want to store a Hobbit costume all year, or throw it away.” –Male, 27, CA

Kids might still have Frozen fever (bets on how many Elsas we’ll see this Halloween?) but Disney is ready to build buzz for their next princess movie. This week the first artwork for Moana, the story of a Polynesian princess sailing the Pacific, was released, along with news that the film will be out in 2016. Moana will be the fifth non-white Disney princess, which our Instant Poll results today show should align with viewers’ wishes. (Vulture)

High-end designers continue to make children’s clothing to outfit the best dressed generation, and fashion for the pre-teen set is looking more sophisticated than ever: GapKids’ collaboration with kate spade new york and Jake Spade is hitting stores for just two weeks on October 30th, featuring kid versions of some of the labels’ bright and colorful signature pieces. While Gap’s campaign telling adults to “dress normal”missed the mark—and isn’t doing any favors for their sales—we suspect this more whimsical pint sized capsule collection will have parents lining up. (Nitrolicious

How big has The Walking Dead gotten? The post-zompocalyptic gore-fest is so popular that ratings for its first two episodes beat out Sunday Night Football among “the demo that really matters,” viewers 18-49-years-old. Dead’s victory over football could be because this audience thought the games airing weren’t interesting. But if the ratings trend continues, it could be potential evidence that football is losing Millennial fans. (UproxxDeadline)

For teens today, fights in the hallway can lead to much worse than getting detention; students are actually being arrested for misbehavior in schools. Even smaller disciplinary issues like chewing gum, wearing too much perfume, or in one case eating another student’s chicken nuggets, can result in misdemeanor charges. The increased presence of police on campuses, and rise in teachers reporting misbehavior to local authorities, “has turned traditional school discipline…into something that looks more like the adult criminal-justice system.” (WSJ)

Millennial populations in small towns and rural areas might be “ticking slightly upward,” but that growth is no match for the continued trend of urbanization that the generation is spurring. Millennials are also moving en masse to the “fancier suburbs” of big cities, and reportedly Arlington, VA has seen an 82% growth in members of the generation from 2007 to 2013. Small towns feel limiting to these young consumers, who are still flocking to more bustling areas despite the fact that they are more expensive. (NPR)

Our Infographic Snapshots are data visualizations that take our proprietary bi-weekly survey stats and synthesize them to tell a story about this generation’s behaviors and views. From political stances to social media use to spending, we illustrate how many, how much, and how often. These helpful infographics are available to our Gold and Silver subscribers. (Ypulse)

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