BRANDchild: Inside the Minds of Today's Global Kids: Understanding Their Relationship with Brands

BRANDchild: Inside the Minds of Today's Global Kids: Understanding Their Relationship with Brands


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BRANDchild: Inside the Minds of Today's Global Kids: Understanding Their Relationship with Brands by Martin Lindstrom, Patricia B. Seybold

Teens are a new type of audience. An increasingly powerful and smart consumer group, they spent US$1 trillion across the globe last year. $25 billion was spent on advertising aimed at them.

They are different in every way. They are more likely to have a friend on the other side of the world than in their own street, they think the TV remote is broken when they can’t find the cursor on the screen, and they drop from existence when the battery in their cell phone is flat. This is a generation who spend more hours in front of a screen than outside the home, whose attention span is shorter than the break between commercials, who have lost creativity but have amazing capabilities of thinking and reacting fast. And they know current brand images better than any advertising expert. BRANDChild is the first book ever to look at the phenomena behind global kids and their relationship to brands.

It is a unique exploration undertaken from a global perspective, comparing behaviors across the US, Europe and Asia. The book is based on a study undertaken by Millward Brown, the leading global market research agency, in ten countries, including the US, Canada, Australia, China, Japan, India, Britain, Germany, France and in Scandinavia, augmented by data from internal research from Nickelodeon USA and Europe. Interviews were conducted with the experts behind brands like Mattel, Sony, Disney and LEGO as well as the inventors behind BoyZone and Nsync.

BRANDChild summarizes this research as well as decades of experience from a variety of other sources on how to market to kids. It looks at their life priorities and hopes and dreams but also dives behind the scenes to determine the true drivers of kids’ trends by analyzing teen-minority groups, communities and clubs. It looks at trends and changing perspectives and proposes a new way of marketing to this young audience. The book is packed with useful advice on how to create kids’ brands and includes case studies presented in an accessible format.

About the Authors

Martin Lindstrom- is one of the world’s leading brand experts. Former advisor to Mars, Pepsi, Cartoon Network and LEGO, he founded BBDO Interactive Worldwide, was COO of British Telecom/Looksmart and is the author of "Brand Building on the Internet" and "Clicks, Bricks & Brands", both published by Kogan Page.

Patricia B. Seybold- is recognized throughout the world for pinpointing new information technologies that will change business processes and transform industries. She is the author of the best-selling ", providing insight into how leading companies design their e-business strategies and "The Customer Revolution", a book exploring how to measure what matters most to customers.

Product Details

ISBN-13: 9780749438678
Publisher: Kogan Page, Ltd.
Publication date: 03/01/2003
Pages: 322
Product dimensions: 6.38(w) x 9.50(h) x 0.99(d)

About 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.

Patricia B. Seybold is the author of the international best-seller "" and "The Customer Revolution". She is the founder and CEO of the Boston-based The Patricia Seybold Group (, which for more than 25 years has specialized in helping Fortune 500 companies design and continuously improve their customer-focused business strategies.

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