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For generations, young people have been the most important people to marketers because it’s when we are at the very start of figuring out who we are, and who we want to be.

Vann Graves, an advertising industry veteran, and the executive director of VCU Brandcenter, says the goal for brands with young people has always been to create habits around their products. “They want to ingrain that in you early to build that loyalty,” says Graves. “What we’re seeing now is not a change of goals, but the tactics and tools used to build that are so much more intrusive than they’ve ever been.”

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