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

by Martin Lindstrom, David B Hoyle, Patricia B Seybold

Tweens (8- to 14-year-olds) comprise a new type of audience. An increasingly powerful and smart consumer group, they spent US$300 billion but influenced an astounding US$1.88 trillion spent across the globe last year. They are different from previous generations 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, they drop from existence when the battery in their cell phone is flat, and they know current brand images better than any advertising expert. Based on the world's most extensive study of tween attitudes and behaviors ever conducted, 'BRANDChild' is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRANDchild survey involved several thousand kids from more than 70 cities in 15 countries (throughout Europe, Asia, the United States and South America). Several renowned experts including best-selling author Patricia B. Seybold ('Customers.com') share their unique views on kids' trends and fascinating marketing techniques. '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, hopes and dreams and reveals the true drivers of kids' trends by analyzing teen-minority groups, communities and clubs. Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, 'BRANDchild' proposes new innovative ways of marketing to this young audience. It is requiredreading for anyone wanting a fresh insight into this increasingly influential and demanding consumer group.

Genres: Business, Nonfiction

320 pages, Hardcover

First published January 1, 2003

About the author

Martin Lindstrom (born 1970) is the author of the bestseller The Ministry of Common sense - How to Eliminate Bureaucratic Red Tape, Bad Excuses, and Corporate Bullshit.

Through unconventional thinking, Martin Lindstrom reveals how to get closer to our customers by eliminating bureaucratic red tape, bad excuses, and corporate BS, whether we’re in the office or behind our screens.
An eight-time New York Times best-selling author, Lindstrom’s books have sold 4.5 million copies and been translated Into 60 languages. His books include The Ministry of Common Sense, Buyology, and Small Data. TIME Magazine named Lindstrom "One of the World's Most Influential People," and Thinkers50 listed him one of the world’s top-20 business thinkers of 2021.

Reviews

[RDT]

Acuan global, ga ada salahnya tuk menambah wawasan pemahaman benak anak2.

[Michael]

Amazing book that talks about branding and how it affects children. Read this book in my MBA program and really enjoyed it!

[Erendira]

Connect NY

[Aoi]

Not as good as Brand Sense. Talks a lot about research results- doesn't reinforce with actual marketing stories, tied to sales results