Baby boomers in their later years still value a brand image that highlights youth and optimism, according to a study by WPP's Geppetto Group. "We found that the old notion of the older we get, the more we're looking for trust and reliability no longer holds true," said Rachel Geller, chief strategic officer at Geppetto. Apple, Sony, Dell and HP were among the brands that boomers found particularly appealing.

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