Unbrandable: How to Succeed in the New Brand Space

Brilliantly analyzes the brands that are reaching a new generation of skeptical consumers with a more authentic approach

The “Unbrandables” are a new kind of consumer: savvy, sensitive to inauthenticity; hostile to relentless, debt-driving materialism; and suspicious of marketing for products they do not want or that are bad for the environment.

Yet this is not to say that this demographic always rejects branding. From Muji in Japan, Mojang in Sweden, and Deus ex Machina in Australia to The V...