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":"5f597f8a877872fe591344516b5353b2","s":"a9d4fe145a7395c7"}
Share your thoughts. Click here