Targeting Generation Y (born 1977-94) is complicated because they have a tendency to reject the ‘mainstream,’ and as soon as a brand becomes big it is in danger of falling into their disfavor. Success = sellout = bad.
Emotional Branding by Marc Gobé
Targeting Generation Y (born 1977-94) is complicated because they have a tendency to reject the ‘mainstream,’ and as soon as a brand becomes big it is in danger of falling into their disfavor. Success = sellout = bad.