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"One of the most comprehensive texts yet about how 'tweens' (eight to 14-year-olds) spend their pocket money and interact with brands." Media Week "This is a must read book... Lindstrom provides fascinating stories taking you into the mental and emotional life of this new generation..." Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management "BRANDchild will be a valuable addition to our industry's literature." Lester Wunderman, Chairman Emeritus and founder of Wunderman Cato Johnson
Book Description
Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.
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First Sentence
When James Dean swaggered onto movie screens in the 1950s, his rebellious image encapsulated the daring and dreams of an entire generation. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
When James Dean swaggered onto movie screens in the 1950s, his rebellious image encapsulated the daring and dreams of an entire generation. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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2 reviews
2 of 3 people found the following review helpful
Compelling, Fascinating information from solid research
9 May 2006
Format:Paperback
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.
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.
A great book...8 years ago.
22 Mar 2012
Format:Kindle Edition
It's a testament to the pace of change and the instability of the tween market that this book is so outdated in only 8 years. Mobile and social just weren't around then like they are now.
Having said that it's based on solid research and mentalities and needs driven by basic child development are still relevant today.
Good foundation. perhaps the author could have gotten to the point earlier and in a more concise manner.
Having said that it's based on solid research and mentalities and needs driven by basic child development are still relevant today.
Good foundation. perhaps the author could have gotten to the point earlier and in a more concise manner.
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