Branding giants like P&G, Unilever and Colgate are not connecting with younger consumers because the decision makers at these massive companies are products of a different generation, says Martin Lindstrom, Author of "Buyology: The Truth and Lies About Why We Buy". Kids today want to brand everything, including themselves, says Lindstrom, and modern technology allows them to do that. Unfortunately, the younger generation is less loyal, which means consumer products companies need to step up their games considerably, according to Lindstrom.

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