ABSTRACT
The poet Goethe said that the hardest thing to see is what's in front of your eyes', and that is because within the world of reality we see according to the frameworks we have constructed in our mind. The context for our frameworks has changed from tangible surroundings to abstract ideas, but our mind, and this is in large part because of the education system, is still fixated on the physical and looking for cues that tell us how things might work. The value chain is one of the frameworks we designed to make things measurable and understandable, and also to mitigate risks as much as possible. The framework for creating engagement tied to a social experience which is the precondition for achieving an emotional and intellectual connection between the Millennial and the brandmust start with the deep understanding of the frames of reference that make the Millennial different as a demographic for branded goods.
