My nickname when I was a kid was MASHER... now it's all starting to make sense.

David Gensler is considered to be one of the leading marketers for the youth and young adult market. He coined the now widely used term MASH CULTURE and has applied his thinking to brands across fashion, music, cars and beyond. Good

article/blog: IF

One of your vocal viewpoints has been about Mash Culture and how brands get adopted by Mash Culture? What's behind this theory?

Oh it is more than a theory, and I had little do with its "invention." I was just looking at the horizon while everyone was gazing at their shoes singing the praises of the power of "urban."

Brands that thrive in this market segment tend to be radically different on a number of levels. They tend to place "design" high on their list of priorities. Whether it is in their packaging or campaigns or products - design is king.

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