Studying the impact of innovation on business and society

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Marketing to Generation Z starts by unlearning traditional marketing principles

Marketing to Generation Z starts by unlearning traditional marketing principles

Guest post by Connor Blakley (@BlakleySpeaks), a serial entrepreneur, adviser, speaker, and youth marketing/branding strategist. He’s also a teenager and someone whom I mentor. Connor was named as the ¨#1 High School Entrepreneur to Watch in 2016¨” by StartUp Grind Generation Z, America’s youngest generation (Born in 1996 or later) has never lived in a time when the barrier to real-time information and communication has been nearly nonexistent. By 2020, Gen Z will account for 40% of all consumers, making it more important…

Brand-Jacking: Social disaster or the highest form of flattery?

Guest post by Ekaterina Walter, a social media strategist at Intel. She was recently elected to serve on the Board of Directors of Word of Mouth Marketing Association (WOMMA). Follow her on Twitter With the growth of social media and all the two-way channels of communication open to organizations, brand identity is potentially stronger but more at-risk than ever. Losing control of your brand’s ‘voice’ can be hugely damaging. And companies who have been brand-jacked, that is, had their brand…

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