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Marketing To Digital Natives: How Brand Loyalty Is Changing

Wharton's Americus Reed and Erik Gordon of the University of Michigan discuss reviving old brands for millennials and Gen Z.

Brand loyalty used to be something companies could rely on to grow and retain their customer base. It was driven in part by cool commercials on network TV and catchy jingles that consumers couldn’t get out of their heads. But younger people, specifically millennials and the Gen Z cohort, aren’t looking at the same media or ads that their parents did. Companies that were popular in past generations are quickly discovering that they need new strategies if . . .


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