Planning: C Generation

The young people driving the markets nowadays got a name.

Colin Bates came up with C Generation, which stands for:

Content - creating and distributing their own content
Creativity - finding new ways to interpret brands
Community - sharing their ideas with friends

I think that is a good description of what this generation is about. More and more brands took notice and started to collaborate with their audience. Inviting customers to participate in the development of TV commercials, involving them in product development or promotions, allowing shoppers to customize the products, are some of the ways brands effectively build relationships with their customers.

So, brand owners should ask themselves:
Am I doing enough to collaborate with my marketplace to build my brand?

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