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":"571d8dc4cedc8b1261778d11d6b2e6e2","s":"074c3156868a8fa4"}
Share your thoughts. Click here