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HOT BRANDS AND COOL IDEAS
A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
—JEFF BEZOS, “ONLINE EXTRA: JEFF BEZOS ON WORD-OF-MOUTH POWER”1
Remember, it’s all about Brand Me. Gen Z consumers expect to be at the center of every brand’s universe. They demand an experience catered to their individual needs at any given moment. This means that modern brands must offer opportunities for both personalization and customization in a unique and meaningful way.
Brands are struggling to meet these demands. According to a 2017 study from American Express and Forrester, “Raising the Bar: How Gen Z Expectations Are Reshaping Brand Experiences,” Pivotals aren’t satisfied with the speed, security, ...
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