Mass branding is dead, it is bland and emotionless. If you try to please everyone, you will only bore everyone. The Millenials and Gen-Z audiences connect with brands that stand for something. This doesn’t mean that you have to be shocking. It means you have to take a stance, then live up to it. You must become a rebel with a cause. Only then will you attract an army of like-minded consumers. They will be magnetised by a rare magic that only YOU will possess— authenticity.