Without question, Millennial buying power is huge in today’s marketplace … and growing. So if “heritage brands” (polite expression for “old”) want to be relevant, they have to deftly adjust their marketing messages.
As AMP Agency’s Ayanna Mancusco reports in a recent iMediaConnection blog post, old brands are having decidedly mixed success in their efforts. The successful ones – Heinekin, Old Spice, Intel, to name a few – have figured out that cross-generational appeal isn’t a matter of ignoring or denying the value of heritage. To any generation, including Millennials, heritage = staying power = trust.
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