Millennials crave a conversational approach, Barkley exec says

08/19/2013 | Advertising Age (tiered subscription model)

Brands aiming to reach millennials need to develop a strategy of true conversation by incorporating feedback and allowing consumers to help tell part of a product's story, writes Jeff Fromm, executive vice president at Barkley. Millennials also seek a personal connection with brands and their values, which Nike and Target have been able to capitalize on but may be starting to hurt Apple, he writes.

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