Flexibility is needed in branding to millennials

When talking about branding and marketing to millennials, experience is a core concept. Providing millennial users or customers good experience is an important way to gain their engagement. In this new media age, branding is not like it used to be. It should be more flexible and innovative. So how flexibility works in providing experience with millennials? It involves personalization, partnership, and co-creation.
Living in a age where they speak their minds freely, individuality matters to millennials. Instead of being given something monotonous, they are much more in favor of customization and personalization. This is the most straightforward way they express who they are, differentiate themselves from others, and gain personal experience. More importantly, not just unilateral customers, millennials feel happier if they could be treated like partners and co-creators. It is the matter of the sense of belonging and community. Once given the chance to participate and create, millennials are willing to take those opportunities to engage as partners and co-creators, as ways to show their personal identity.