Brand Champions of Tomorrow: The Brand as a Passport

This author defines the brand of the future as one that provides comfort, security and hope to young consumers anywhere in the world.

Brand Champions of Tomorrow The brand as a passport

Heather Lynn Boender, School of Journalism and Mass Communication The University of North Carolina at Chapel Hill

Advertising has a new global role. Today’s young consumers are smart, savvy and won’t jump on just any brand wagon. Young people have been brought up as consumers and surrounded by fads. They’ve experienced insecurity and change and have lived with broken dreams, broken promises and broken families. Even their labels, Generation X, ‘generation Next’ or the postmoderns, leave more confusion than clarity. They are busy, stressed, diverse, lonely and...

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