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Gen Z is the first generation to grow up in a completely digital world of their own making. They've never known a world without smartphones and social media, and they're shaping how we engage with digital products.

In our previous post, Is Now the Right Time for a Rebranding? 7 Reasons It Might Be, we established that a rebrand might be right for you as long as it aligns with your brand strategy. If you decide that's the way to go, take care to approach your rebrand methodically and strategically.

As the primary stewards of brand-building, marketers have become complacent thanks to a convergence of factors-massive changes in technology, market structure, distribution, information, communication, and consumer purchasing dynamics. In the face of these challenges, many overwhelmed marketers have thrown in the towel, moving away from the leadership roles that characterized the early days of brand management, opting instead to react and respond to what they think customers want. What's worse, they've also taken to copying one another in the process.