Erin Yancey

Articles by Erin All articles by Erin

• Harnessing The Power Of The Crowd: Crowd-Sourcing And Brands in Marketing Insider on 02/13/2018
  

  Crowd-sourcing isn't new, but the evolution of how it is deployed is helping brands turn consumers and fans into passionate brand advocates.

• Authenticity 2.0  in Marketing: CPG on 11/30/2016
  

  It's no secret that Millennials are skeptical of traditional marketing techniques and gimmicky brands. Many articles have been written on this generation's mistrust of large institutions and disingenuous brands as well as their preference for things and experiences that are "real." Brands have rushed to assure Millennials and other consumers, of how "authentic' they are, particularly in natural and organic categories. In fact, you would be hard pressed to find a natural brand that doesn't incorporate some form of the word real or authentic in the brand positioning and consumer-facing campaign communication.

Comments by Erin All comments by Erin

• Authenticity 2.0 by Erin Yancey (Marketing: CPG on 11/30/2016)
  

  Thank you for your comment and feedback, Thom. To clarify, the main point of the article was a suggestion to marketers and brands to move beyond the obsession with authenticity and focus on storytelling. It was not intended to be a direct approach of how to reach Millennials or any other specific consumer group. Additionally, I would agree that we shouldn't overly generalize across all Millennials, but there are many helpful studies and articles that show trends and purchasing habits that do exist in a majority of Millennials. Thus, it would be somewhat irresponsible to completely disregard demographic groupings and their tendencies.

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