DAVIS BRAND CAPITAL, INC.
VALRICO, FLORIDA

An icon of American consumer goods was facing a period of immense change across its business units. Davis consultants individually and collaboratively develop white papers to help our clients stay informed on evolving strategic issues. In general, we explore subjects advancing the understanding or practical management of brand and other intangible assets. At times, we take on broader issues reshaping brand consulting, research or marketing. We live in a time in which 70,000 new products were released in 2013 in the U.S. alone. Not surprisingly, with this abundance... . I’ve heard large, publicly traded brands debate its relevance just as much as a two-person fashion company does. Millennial is everywhere—yet, for some reason, few people speak to it in a meaningful way. !), but struggles to articulate such a desire. It’s been a while—perhaps since the Baby Boomers—that a generation has been treated as such a commodity. We are a conflicted bunch. . We are in an age when people crave the human side of a brand. There are angry consumers out there, shouting to be treated as real human beings. You’ll see them in human resources offices, at political protests, and in the comments of sponsored Facebook posts—they’re everywhere and they crave the truth. So how do you speak to this group of people? The question has practically become a cliché in the marketing world. It is my goal as the Editorial Director of Unbound Edition to speak to this awkward gap between business and consumer, as best I can—to put my finger on why an idea does or doesn’t work through the lens of advertising and media. And who am I to do such a thing? I’ve worked for fashion megabrands, in publishing, at two-person food start ups, for myself, and for both terrible and great bosses. I’m a millennial, a conflicted commodity, but most of all, I’m a person—and I’m just like you. An icon of American consumer goods was facing a period of immense change across its business units. Davis consultants individually and collaboratively develop white papers to help our clients stay informed on evolving strategic issues. In general, we explore subjects advancing the understanding or practical management of brand and other intangible assets. At times, we take on broader issues reshaping brand consulting, research or marketing. We live in a time in which 70,000 new products were released in 2013 in the U.S. alone. Not surprisingly, with this abundance...