Marketers of entrenched brands like Nike, Pepsi, and Levi Strauss tear their hair out over Gen Y consumers.

Image-building campaigns (e.g., 50 Cent endorsing Reebok) are not as effective as they once were. What advice would you give to a marketer who wants to appeal to Gen Y? What are major dos and donts? Can you provide some examples of specific marketing attempts that work or dont work? P-45