Gen Z: Death of the Brand Promise (Millennial Marketing Strategies) (Matt Britton) (Gen Y) (Gen Z)

If you look at the most valuable brands of 2017, you don't see the brands that were tried and true American brands. What you see is utilitarian brands here. You see Google, that allows you to access information. You see Apple, that allows you to connect with the ones you love. Amazon allows you to buy easier over and over and over again. Almost every brand here is a utility brand because they're not selling consumers on a brand promise like we grew up in, in the 80s, where it's just if you wear Air Jordans, you're gonna be a better basketball player. Cause I tried it and it didn'. The power of these brands don't matter as much anymore. In fact, there's a company called Brandless that just raised $50 million that's betting their entire business on it. They're saying, we're going to create the best possible products. We're going to sell them all for $3 each. There's going to be no brand on it, and we know what consumers really care about. We think consumers are going to buy our maple syrup over the Aunt Jemima maple syrup, even though that brand has been around for 20, 40, 50 years. And they're going across category.