Although a brand's coolness is important to up-and-coming Millennials, most surveyed Gen-Y Americans say a brand should be up-to-date (36%) and should have its own style (33%) to be appealing, according to a study conducted by InSites Consulting and MTV.

Among 33 brand characteristics, Millennials also say brands should be authentic (32%), unique (32%), and have a clean reputation (30%) in order to be embraced by their generation.

Attributes such as cool (26%), trendy (18%), and green (14%) are less important to Millennials.

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