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Consumers in contemporary Western societies live in a world of extraordinary affluence. They are confronted with an abundance of product choice and continuously increasing commercial communication. The behavior and attitude of the economically important millennial generation reflects this prosperity and exuberance more than any other. The biggest and most important challenge for marketers today is to target this demanding and marketing-savvy cohort. While academic literature falls short of proposing strategies targeting millennials, new trends in branding have emerged in practice which focus on counteracting the abundance and obtrusiveness of today’s marketing. Debranding strategies aim to de-corporatize and differentiate a brand by using subtler marketing tactics. While the scope of debranding strategies vary, the holistic approach suggests decreasing the quantity and obtrusiveness of marketing and making a well-made product the core of the brand’s differentiation efforts. This study aims to analyses whether a holistic debranding strategy can be considered as an appropriate tool for brands to differentiate in an oversaturated world and ascertain the components influencing the success of such a strategy. The research objective is to define holistic debranding as an efficient and successful branding strategy to brand to the millennial consumer. The theoretical framework introduces the key factors influencing consumers’ purchase decision making process before elaborating the main characteristics of the millennial consumer behavior with focus on their attitude towards brands. Primary research was conducted in a sequential mixed method approach. Data was collected among millennials in from of a self-administered web-based questionnaire and complementary focus group discussion.