Brand Tracks

Now that my Vanderbilt teaching is done for the summer, I have some reflections on the year, the students, and what might await them as they move beyond their undergraduate education. My two classes combined for almost 90 students, the vast majority of whom were seniors. Here are my observations from this past academic year.
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To marketers and advertising agencies trying to reach today’s 18- to 29-year-olds, loosely identified as Generation Y, “traditional” means and media are becoming increasingly less effective.
I recently asked my class, by a show of hands, “Who has read a newspaper today?” Out of 53 students, one or two guys had scanned the sports page.
“How many […]

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