Sub brands for millennials is about as dangerous as sub brands for oldies

There has been a lot of buzz about companies launching sub brands to attract millennials.

There has also been a lot of talk about the whys and wherefores of segmenting your market by age.

I think this article in Marketing Week (Should your brand launch a youth sub-brand?) pretty much describes the dangers and maybe a few benefits of age branding.

I would think very carefully and then rethink again before trying to identify the stereotype millennial or stereotype oldie you see as portraying your sub brand. Dick Stroud