Millennials are fast becoming the dominant economic force – and in many categories they are the only force to be reckoned with by brands.
NEW THINKING
HomeAuthor
Paul Friederichsen, Author at Branding Strategy Insider - Page 6 of 13
Often we will read about a Hollywood star that will avoid a role in a sequel for fear of being type cast. Or a star that will struggle to find a “breakout” role simply because the perception of the star’s work doesn’t match with the star’s desired change.
In a hyper-competitive marketplace, the quest for a strategic advantage in connecting brands with target customers is endless.
Take a look at any product category and you’ll see the ranking of brands in that category … the leader or leaders, the middle of the pack and the ones in the back – either the new, emerging brands or the brands that are on their way out.
As brand marketers, we are conditioned to think early on in terms of attaining loyalty and advocacy for our brands.