For our entire lives brands have been everywhere and everything. The device of branding has become so pervasive in our lives that we now filter most things through that framework–for example, twenty years ago the idea of a “personal brand,” even for someone like Donald Trump, would have seemed strange, but now we have “personal-branding evangelists” tweeting, throwing workshops and writing e-books.

Further, because of this saturation, and because our relationships with media (and thus the world around us) are far different from those of previous generations, our attitudes toward and engagement with brands are unique.

If you examine it through our saturated plugged-in frame it’s relatively easy to understand. Yet, it seems that often advertisers and marketers miss the big picture.

I’ve created a list of ideas about how Millennials view and engage with the brands in their (our) lives. The core ideas are that we feel ownership of brands that we use, we are fluent in the stories they tell, and use and shape those stories for communication. It’s a rough list and many of the ideas are half formed or need more. I would appreciate any feedback, criticism or ideas you might have.

1. We expect brands to offer us value (our definition of value is wide – a good product, an engaged community, two way communication, flexible meaning associated etc. more below)

2. For Millennials brands are not a bad thing, just a thing.

3. If a community is not created for us by a brand we will create it. If one is created for us, it must be flexible and transparent. And, either way this community is considered to be owned by us (the users), not the brand.

4. We expect a say in the evolution of the identity of our community and thus “our” brand.

5. We demand interaction with “our” brand.

6. From profiles to phones we demand the ability to personalize and customize. We want to make our piece of our brand, our own.

7. Like with good writing, truth is the most compelling feature of any brand – chique or punk, it must be honest.

8. Brands must know our boundaries and not attempt to push into our lives, they must be welcomed and will only be allowed so far.

9. Brands are embraced only if they follow certain unspoken rules and boundaries. Even the most brand loyal Millennial will abandon a brand if the conditions above are broken.

10. My brand associations are important to me, but ultimately a just one of many variables in my daily life/ equation of personal meaning and value. I dislike brands that do not understand their place in this equation.

11. Brands are used to self identify and create personal meaning. We seek out brands that represent who we are, or wish to be.

12. Individuals and groups identify similar people via their similar brand associations; this commonalty creates a de facto community.

13. We are fluent in brands. We know the symbols, their messages, and the communities associated with them.

14. We speak a language of brands, we can easily construct other and larger meanings through the combination and layering of brands. (eg. Someone wearing a Red Sox hat, Converse shoes, North Face jacket, Starbucks coffee – add or subtract any element here and their brand equation or association map changes, and so does my understanding of them).

15. Just as much as brands mean everything they also mean nothing. Real interactions with people (virtually and in real life) are most important, I don’t much care if I’m drinking a coke or pepsi when I’m with those friends.