Dive Brief:
- Writing for iMedia Connection, "Marketing to Millenials" author Christie Garton lays out three tips old brands can use to stay fresh for Millenials, who now have $200 billion in direct buying power each year.
- Garton says that older brands must mine data and be ready to roll with changes, make connections even if there's no clear payoff in site, and provide something to talk about—preferably with humor.
- What brands does she say hit these points? MTV, Ford Motor Company and Old Spice, respectively.
Dive Insight:
Overall, Garton makes a great point about a brand's long-term survival being dependent upon its ability to adapt with the times. MTV has done so with shifts in programming, while Ford launched a hot Facebook app allowing users to customize a Mustang and Old Spice pulled for a more humorous tone.
