The "Paul Newman Effect": Keeping Branding Current

We've been noticing it more and more - younger consumers, millennials, reach for products in the store and wonder: “Who the heck is Paul Newman?” The problem is that some brands have a difficult time keeping up with the time. While other products are busy trying to ride trends in the market to stay “hip”. Sometimes these work, and sometimes they don't - it's all about communicating to your audience that you have what they need. As brands continue to pursue the elusive millennial consumer, they must focus on re-communicating the value - whether social or dietary - of their product. This is especially true for brands, and products, that have been around for a long time. Younger consumers need to be told how it’s valuable to them, or they’ll simply view it as an artifact of an unexciting past. Is your branding telling a story for today's consumer? Contact us today to find out how you can access your best audience.
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