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"You are the steward of the cluster that\u2019s drawn to your brand.\u201d Today, we\u2019re simultaneously in control of our brands and not in control, as we build an increasingly diverse audience across diffused media platforms and touch points. It\u2019s this dynamic that Gabriella Mirabelli spends most of her time helping big media and tech brands navigate. We talked about millennials, media brands, and more this week on the On Brand podcast.\n\xa0About\xa0Gabriella Mirabelli\nGabriella Mirabelli\xa0is the foremost authority on translating millennial behavioral trends for executives at major media enterprises. She was listed on Inc. as one of the "5 Unsung Heroes of New Media" and is the CEO and co-founder of ANATOMY, a New York based, Emmy Award winning creative agency and branding consultancy. As the host of The Up Next Podcast, she talks with the brightest innovators, risk takers, and disrupters on the front lines of change from Hollywood, Wall St., Silicon Valley, and beyond.\nOver the last half decade, Gabriella has studied how the practices of media brands intersect with the media consumption habits of millennials. Her most recent in-depth report \u201cMillennials At the Gate\u201d is an examination of streaming, ad blocking, and piracy habits of young millennials. It has been cited by major publications such as Forbes, The Wrap, MediaPost, and Yahoo Finance.\nEpisode Highlights\nWhat are the top millennial behavioral trends that brand builders need to be aware of? First, Gabriella focuses on what she calls "young millennials \u2014 ages 18\u201324. Two-thirds of millennials are ad blocking. Sixty-nine percent are pirating and, of those, 67% think there\u2019s nothing wrong with that."\nHow can we translate these trends into brand initiatives? \u201cIt\u2019s all about the touch points, the overall experience. Social platforms are giving that emotional payoff.\u201d As brand builders, we have to make sure that we\u2019re creating a brand that means something to our audience.\nSurrendering control of our brands. \u201cWe\u2019re both in control and not in control of our brands today. You are the steward of the cluster that\u2019s drawn to your brand. Apple is a great example of this."\nWhen it comes to media, are we marketing the show \u2014\xa0content brands \u2014 or the larger network brand? As Gabriella noted, \u201cI have a strong opinion about this. It\u2019s the show brand. You go to see the show. You don\u2019t go to the AMC theater. You go to see the movie playing there. Unless you\u2019re an art house theater that curates and adds meaning. They\u2019re about creating a better experience with real butter on the popcorn, where the ushers care about film.\u201d\nWhat brand has made Gabriella smile recently? \u201cNetflix. And what I love is that they don\u2019t market to me obnoxiously but they still have meaning to me. They care about audience and experience."\nTo learn more, go to\xa0Gabriella\u2019s podcast website (UpNextPodcast.com) and check out the ANATOMY website.\nLearn more about your ad choices. Visit megaphone.fm/adchoices