Millennials respond to ads differently than previous generations. They crave authenticity and inclusivity, but there’s a fine line between what is authentic and what is pandering. It’s a process of trial and error as companies try to adjust their messaging and strategy to appeal to this large demographic of consumers. Brand Matters host Steve McLean along with Karen Crane from Crane Communications and John Duffin from Duffin Media look at recent ads to point to what authenticity in advertising looks like and how it functions.
Brand Matters is here to help you differentiate between the product and the brand. Products are made in a factory, but brands are created in the mind. A brand is a promise to the consumer of what you can expect. To dissect what goes into the creation and marketing of a brand, this program features a panel discussion of industry experts.