A recent FM Redzone youth discussion debated the way top brands have managed to redefine the concept of cool over the years.

The panel – mediated by Tilt’s chief creative officer, Arye Kellman, and consisting of representatives from Sunday Times Generation Next winners CNA and FNB and two members of the junior board of directors of HDI Youth Marketeers (JBoD) – agreed that brands today have to adjust and evolve, but should not stray from their purpose.

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