From Branded Streetwear Bricks to Feminine Canned Wines
Mary Van Puymbroeck — June 13, 2017 — Marketing
These examples of Millennial non-branding reflect the alternative way some companies are connecting with Millennial and Gen Z consumers.
Today's youth are highly connected through technology. Social media and the Internet make it easier than ever to provide points of access for brands to consumers, to the point that Millennials and Gen Z members often are aware of how the world is constantly trying to sell to them. Instead of allowing youth to tune out this kind of content, these brands have found a way to connect with Millennial and Gen Z consumers in a tone that projects itself as 'non-branding.'
Those that appear to align their values with the targeted consumers embrace the irony of branding, or connect to their audience on a peer-to-peer capacity. Millennial non-branding experts like 'Glossier,' 'Supreme,' and 'Burger's Preist,' have all been successful at doing at least one of these things, by abandoning traditional marketing techniques for more unconventional ones.
Today's youth are highly connected through technology. Social media and the Internet make it easier than ever to provide points of access for brands to consumers, to the point that Millennials and Gen Z members often are aware of how the world is constantly trying to sell to them. Instead of allowing youth to tune out this kind of content, these brands have found a way to connect with Millennial and Gen Z consumers in a tone that projects itself as 'non-branding.'
Those that appear to align their values with the targeted consumers embrace the irony of branding, or connect to their audience on a peer-to-peer capacity. Millennial non-branding experts like 'Glossier,' 'Supreme,' and 'Burger's Preist,' have all been successful at doing at least one of these things, by abandoning traditional marketing techniques for more unconventional ones.
6.8
Score
Popularity
Activity
Freshness
