Marketing
May 22, 2018
Brands must balance between offering authenticity and variety while maintaining a strong DNA. Image credit: Equinox
By Danny Parisi
VENICE, Italy – Young consumers today are of a different breed than what many brands are used to, which makes targeting them both challenging and rewarding.
{"ct":"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","iv":"72485250ff126d992191ae6c6dcfe6fb","s":"960ae7fe7576945b"}
Share your thoughts. Click here