Mobile apps can connect young fans to old brand

 
Oct. 11, 2013
Jeff Fromm, EVP at ad agency Barkley and lead editor of MillennialMarketing.com, recently spoke about how Krispy Kreme is a great example of an older brand that has developed a "useful" mobile app to connect with the Millennial consumer base. The doughnut chain's app incorporates its iconic "Hot Now" theme to alert users whenever a fresh batch is ready. The app, Fromm says, appeals to young, digital-native consumers without alienating the brand's older customers who are familiar with "Hot Now." "Useful is the new cool," Fromm said.

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