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. Todays young consumers are smart, savvy and wont jump on just any brand wagon. Young people have been brought up as consumers and surrounded by fads. Theyve 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...