Synopses & Reviews
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 canbt 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 kidsb trends byanalyzing 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 kidsb brands and includes case studies presented in an accessible format.
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.
An exploration of how 8-14 year-olds around the world relate to consumer brands. It compares their behaviours and preferences and looks at the trends which influence them. The book reveals new ways of marketing to this group, based on a global study.
Based on the world's biggest and most costly survey of its kind ever undertaken, this book offers remarkable insights into the minds of today's global kids and their relationships with brands.
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.ess strategies.