Chapter 22 of Jack Myers' book Hooked Up: A New Generation's Surprising Take on Sex, Politics and Saving the World focuses on the unique brand equity of Apple among the Hooked Up Generation of Internet Natives-- born 1991-95 and the first generation to grow up with the Internet. Why does the Apple brand personify and reflect this generation and what can we learn from Apple about marketing to this cohort? Hooked Up was published in 2012 and is winner of the International Book Award for Youth Issues and finalist for the USA Book Award for Pop Culture.
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