Brandchild: Remarkable Insights Into the Minds of Today's Global Kids and Their Relationships with Brands


* A unique exploration of children's relationships with consumer brands

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BrandChild: Remarkable Insights into the Minds of Today's Global Kids and Their Relationship with Brands

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* A unique exploration of children's relationships with consumer brands

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Editorial Reviews

From the Publisher

"Unless there are issues, parents usually stop reading parenting books long before their children hit the middle-single digits. The desire wanes with confidence - or they're just too worn out. But "Brandchild" (Kogan Page Ltd., London, 316 pages, $39.95) isn't for parents. Martin Lindstrom's book, which he wrote with Patricia B. Seybold, is for companies targeting tweens. As I read it, I realized it held my interest because I'm a parent of a tween. The 8-to-14 generation, which the author says is the richest in history, gets to choose from "an endless variety of disposable goods and leisure products designed specifically for them."
Library Journal
This book tackles the popular question, "What do kids want?" To answer that question, the authors use their real-world marketing experience and incorporate research data on "tweens" (children aged 9-14) from seven countries. Each chapter takes these data and uses them to discuss what works and what doesn't when marketing to this increasingly powerful market segment. By focusing on children around the world (albeit relatively affluent ones) and providing data on such aspects of modern life as virtual-reality computer games, instant messaging, and the threat of terrorism, this work provides a global yet intimate picture of tweens in the world today. While little concrete information is provided about the study itself, the firsthand observations and brand-name case studies offer a window into a group about whom many of us know very little. Obviously, this book will quickly become dated, but it gives current marketers the information they need to target the youth market. Recommended for marketing collections in both academic and public libraries.-Susan Hurst, Miami Univ. Libs., Oxford, OH Copyright 2003 Reed Business Information.
Soundview Executive Book Summaries
Insights Into Brands and the Minds of Global Kids
Nearly every child in the developed world has a special relationship with a specific brand that can continue for years. To learn more about the behaviors and attitudes of children around the globe between the ages of 8 and 14, a leading global market research agency conducted an in-depth study of the relationships these "tweens" have with brands. The study, involving thousands of children from more than 70 cities in 15 countries throughout Europe, Asia, the United States and South America, provides a compelling look at how companies market to children.

The goal of the study was to talk to the children who are likely to represent the future global consumer population, and find out what new products and services they would be interested in buying.

Throughout BRANDchild, Martin Lindstrom, a marketing guru, and Patricia Seybold, an expert on customer value, detail the study's results and provide insight into the priorities, hopes, dreams and desires of children while exploring the forces that fuel teen trends.

Sparking Loyalty
While summarizing and exploring the results of the study, the authors offer practical advice to marketers on ways to create brands that target children, and propose many new ways for marketers to reach young people. While presenting the best ways to capture the attention of this giant market segment, the authors offer a multifaceted perspective of the thoughts that compel young people to buy, collect, play, trade, and interact online. The influences of television, magazines, friends and parents on tweens are covered in depth, and the authors offer numerous action points that describe how the data collected in the study can be used to attract a younger audience. For example, at the end of a chapter that details the power of new media channels to spark loyalty in young minds, and the adults who aim to please them, the authors offer these five guidelines that should be considered before a media and brand plan is developed:

  1. Turn your brand into a 24-hour worker. Brands need to be accessible 24 hours a day, because this generation has little understanding of the old-fashioned concept of "opening hours." As far as tweens are concerned, every worthwhile brand is accessible on the Internet 24 hours a day, seven days a week.
  2. Ensure 100 percent connectivity. With connectivity as just another utility, we would expect to have all television content available at any time - in exactly the same way we expect the Internet to be available.
  3. Ensure your brand thinks mobile. Close to 20 percent of all urban tweens, worldwide, currently have their own mobile phone. Your brand must be mobile as well.
  4. Contextualize. Every future media channel will be integrated in a line that traces the effects of the customer's ongoing purchasing behavior. The authors write that brands will need to transmit relevant messages at relevant moments, and consumers will need to be in the mood to receive unsolicited information on their mobile phones.
  5. Team up with a top brand before your competitor does. Everyone can successfully team up in brand alliances, regardless of the size of a brand's equity.

Why We Like This Book
BRANDchild presents a fascinating look into the minds and actions of young consumers, and describes the far-reaching ramifications of their behaviors in highly measured detail. By exploring what tweens want and examining what will continue to appeal to tweens over the years, the authors present ideas marketers must consider if they are trying to create a formula for a brand that consistently appeals to the tween audience. Since research indicates that tweens and teens had a combined income of $121 billion in 1998, up from $86 billion only five years prior, this television-loving market segment cannot be ignored. Copyright © 2003 Soundview Executive Book Summaries

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Product Details

  • ISBN-13: 9780749442842
  • Publisher: Kogan Page, Ltd.
  • Publication date: 11/28/2004
  • Series: Kogan Page Series
  • Edition description: Revised ed.
  • Pages: 320
  • Sales rank: 1,508,010
  • Product dimensions: 6.06 (w) x 9.26 (h) x 0.88 (d)

Meet the Author

Lindstrom is recognized as one of the world's primary online branding gurus. He developed some of Australia's, Asia's and Europe's most successful websites. He was co-founder of Europe's largest Internet company, BBDO Interactive (now Fremfab), in 1995, founder of Australia/Asia's largest Internet solution company, ZIVO, in 1997 and in 1999 International Chief Operating Officer for BTLookSmart.

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Table of Contents

About the study
About the authors and contributors
BRANDchild updated at
1 Tweens 1
2 Tween dreams for sale 25
3 Bonded to brands: the transition years 45
4 Exit fairyland 71
5 Creating imagination 91
6 How do tweens feel about 111
7 Stardust 121
8 The peer factor 137
9 Cyberchild 157
10 Personalized brands build strong businesses 185
11 Santa's nightmare 193
12 The essence of being a child 209
13 Pump up the volume 215
14 Superchannels 233
15 Kidzbiz 249
16 Tweens take to hats 281
17 Calling kids 289
App. 1 The BRANDchild research: the world's most extensive study of tween attitudes and brand relationships 311
App. 2 Code of ethics 315
Index 317
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  • Anonymous

    Posted October 18, 2006

    Compelling, Fascinating information from solid research

    Written from the results of a year-long global research study conducted by the brand research firm Milward Brown, this book is rich with information about how children perceive brands, react to marketing, and decide to spend their considerable financial buying power. The study targeted 'tweens', children in the 8-14 age group, who have become a global consumer group, through the internet and other technologies. This book is a must read for anyone marketing to children and it will be as fascinating for parents as for marketers. Much of the information here will be slightly disturbing for adults, and the cold clarity of the author's advice on marketing to tweens will strike some as nothing less than Machiavellian. Consider, for instance, the proven strategy of creating a false website for a `friendly' kid where the marketers feed positive information about their brands to other children. However, marketers would be foolish not to understand that tweens are likely the most marketing and media savvy consumer group on the planet (exposed to 40,000 commercials per year)...and mastering peer-to-peer marketing is not only the most effective, but probably the ONLY effective way to reach them. The information here about the psychology of tweens relative to brands is just as fascinating. Half of them have experienced the divorce of their parents, or watched their parents face corporate downsizing and uncertainty. They are a hardened group that craves stability and love and above all, control. The uncertainties of their lives makes fear the primary motivator in purchasing decisions.

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