Branding agency Interbrand has a white papers section, known as Brand Channel, “the world’s only online exchange about branding,” as stated on the site’s About Us page.

Their latest white paper, written by Patt Cottingham, talks about the millennial generation and its ties to branding and advertising. A part of this group myself, I can safely say that it is one of the most on-point articles I’ve come across that doesn’t criticize too deeply. The article makes insightful points about Gen-Y’ers and the trends they follow and ways to effectively communicate to them as a “social brand community.” The article states that within this social brand community, sharing information is a key component.

In keeping completely in line with the article, the reason I came across it was having it sent to my iPhone from one of my friends, which instantly launched a personal discussion between he and I and now has started a global conversation between me and those who read this. And it won’t continue as a virtual discussion only; this will probably come up the next time he and I are hanging out face-to-face.