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2 of 2 people found the following review helpful
5.0 out of 5 stars Amazing stuff!, 2 April 2003
By 
Allan Mulinacci (NY, NY) - See all my reviews
(REAL NAME)   
This 320-page book by branding guru Martin Lindstrom is a jewel - as the president of a advertising agency myself, I've read it three times word-for-word, drawing new inspiration (and hope) with each reading. His four chapters on Building Tween Relationships, particularly chapter 7 on "The Peer Factor," would be invaluable for any marketeer it is simply worth gold.
Bravo!
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1 of 1 people found the following review helpful
5.0 out of 5 stars Great Book - Very informative!, 19 Jun 2003
This is not just another marketing book. This is a wonderful amalgamation of kids, marketing, branding and the future wrapped in an easy-to-read "how-to" book.
Capturing BrandChild filled with so many good ideas that I was kicking myself for the opportunities I had been missing. Now, armed with these lessons, I'm already making meaningful changes in the way I communicate with kids. I'm so glad I picked up this book and only hope my competition doesn't.
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5.0 out of 5 stars perfect study, 29 Oct 2011
Perfect study of a professional marketer. After him there is nothing much new to say. Very interesting is how different brands influence on women and men.
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5.0 out of 5 stars Packed with Knowledge!, 19 May 2004
By 
Rolf Dobelli "getAbstract" (Switzerland) - See all my reviews
(TOP 500 REVIEWER)    (REAL NAME)   
This is an excellent book about marketing to children. Based on extensive research into the attitudes, perceptions, emotions and preferences of children around the world, it tells you in no uncertain terms how to target one of the biggest and most influential consumer populations on earth. Children between the ages of 8 and 14, dubbed "tweens" ("tweenagers") by the authors, are a curious group. They are also a lonely, insecure group with an engaging mix of naiveté and sophistication. Devilishly hard to capture, they are a rich economic prize, controlling an enormous amount of money of their own, and strongly influencing their families' purchases, even of major appliances. This book shows you what matters to these kids and what false notes to avoid if you want to tap into their buying power. We acknowledge that some readers may be uncomfortable with such tactics as setting up a web site that pretends to belong to a friendly child in order to attract kids and start buzz about some brand, but the book's reporting is accurate, practical and forward looking, for good or ill.
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1 of 2 people found the following review helpful
5.0 out of 5 stars wow! what an insight, 25 Jun 2003
as a media student doing an indipendent study on the tweenager and media effects, this was an invaluble read. I would recomend this book to anyone doing media studies as it is a bang up to date and interesting read that helps you gain an understanding of this mass mediated world.
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