To effectively reach millennials, marketers must leverage research and its resulting consumer insights to identify and quantify new brand positionings as either cutting-edge or nostalgic. Just stay out of the middle lane.
When researching and developing brand positioning, many marketers try to create a space in which they can appeal to as many consumers as possible, ideally striving to be the No. 1 brand in their category. Marketers and researchers often work to find the concept that the largest percentage of the target market will find appealing, but when it comes to marketing to millennials, this strategy isn’t going to cut it. In fact, an appeal to the masses can turn into the kiss of death for a brand.
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