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The Last Word: Building a "Social Voice"

By: Jeb Gleason-Allured
Posted: November 30, 2011, from the December 2011 issue of P&F magazine.

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If baby boomers are Generation “us,” and Generation X is Generation “I,” then Generation Y can be considered Generation “all,” explained Marc Gobé (Emotional Branding) during the fall technical meeting of Women in Flavor and Fragrance Commerce. These distinct generations love different brands and have been defined by different media—baby boomers by television, Generation X by email and Internet search, and Generation Y by social media sharing. With apps providing a new creative platform and mobile phones providing ubiquitous distribution vehicles, there is now a “shop outside the shop,” as Gobé put it, in which “touching is important.” In this environment, he explained, brands must create trusting communities in order to monetize—branding is about reputation.

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