Generation B: Generation Brand
Chapter Overview
This chapter examines the legacy of generational classifications and their role in consumer understanding, preferences, and ultimately brand development. It begins with a review of the accepted generational thinking and beliefs to date and introduces Gen B as a new, more relevant classification of today’s generation of true millennials. It highlights that brand association has developed in parallel with the rise of technology and digital innovation, and that as brand experience has become the new norm, this has nurtured a new generation of brand natives, seekers, adopters, believers. The chapter identifies the smartphone as an icon of the Gen B era and reviews the history of the rise of ...
Get Stand Out!! now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
