Matthew Miller
Oct 4, 2017

Big brands aren't dying and young people don't hate them: Research

An evidence-based report from the Ehrenberg-Bass Institute punctures received wisdom and should be required reading.

Big brands are dying. Small brands are growing. Brand loyalty is declining. Young people distrust and reject big brands. Small brands command high loyalty. Digital media has leveled the playing field for small brands. Small brands don't need advertising. Ecommerce makes it easy for small brands to grow. 

Wrong, wrong, wrong, wrong, wrong, wrong, wrong and wrong, according to a new report published today by the Ehrenberg-Bass Institute for Marketing Science at the...

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