Marketers of entrenched brands like Nike, Pepsi, and Levi Strauss are tearing 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 do’s and don’ts? Can you provide some examples of specific marketing attempts targeted to Gen Y that work or do not work?