Millennials, The Participation Economy and why the old definition of brand value has died

Posted by: Jeff Fromm

In the new Millennial-inspired Participation Economy, the old definition of brand value — the one that worked for decades — is dead.

As marketers, we knew that the sum of our core functional and emotional benefits divided by price would give us a proxy for brand value.  Stronger brands had more price elasticity.  However, the old definition no longer holds if you want to engage Millennials or older generations that are adopting a Millennial Mindset®.

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Read the full piece I wrote on PSFK.com: Why The Old Definition Of Brand Value Has Died

About Jeff Fromm

Although not a Millennial as defined by his age, Jeff Fromm is the Millennial Marketing Guy. Jeff is President of FutureCast, a marketing consultancy that specializes in Millennial trends, and is a contributing writer at...See Jeff's full bio.

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