One of the topics Eckō brought up was the change in the way young people view themselves. They used to identify with a specific group and exclusively behave in the way dictated by those labels (ex: skaters, jocks, etc.). Now, it's a much more fluid concept. Young people don't want to be boxed into a specific demographic and defined by a narrow set of rules. Understanding this concept is crucial to reaching them as marketers.
Brands as broadcasters
When it comes to building a brand, Eckō says the focus shouldn't be to throw as many ideas at your social media feed as possible. The focus should be on being honest and hitting your brand's core values. You want to stay relevant and true to what your brand is representing, which is difficult to do if you are just repeating what other people are discussing. Be unique and bold and make sure what you are putting out is representative of who you want your brand to be.
Power of passion
Eckō emphasized that passion is the true ingredient behind success. After growing up in a hip hop culture, he connected to graffiti and used that to fuel the evolution of his brand. Creating a company that people connect to takes much more than following a simple formula or taking a class -- it takes a true passion and belief in what you are offering.