In Part 1 of this series, we talked about why the Gen Z and millennial consumer group has led the call for authenticity in brand communications, on behalf of us all. In Part 2, we’re going to look at what this actually means in terms of how you communicate with your...

Whether you’re a start-up itching to be first out of the gate with your new tech or a business that’s already operating but not gaining traction, here’s the deal: You need a brand strategy.

You need a brand strategy even if you’re already selling your product, even if you know there’s demand for your services. Even if you’ve got a name and a logo and a license all lined up.