Synopses & Reviews
* A unique exploration of children's relationships with consumer brands * Fully revised paperback edition of a bestseller * Packed with previously unpublished data, numerous case studies and exclusive interviews with the world's brand leaders * Fully integrated with the Internet: every page of the book has an individual web address offering FREE weekly updates on hot topics. "You can't live without BRANDchild!" -- Bloomberg "A must-read book if you want to communicate with and market to young people. Lindstrom provides fascinating data and stories taking you into the mental and emotional life of this new generation, who are distinctly different from us Baby Boomers." -- Philip Kotler "Simply shocking . . . it is no coincidence BRANDchild has been voted Book of the Month!" -- The Times Over $25 billion is spent every year on advertising to kids. How do the likes of Disney, PlayStation, Nike and Lego make psychological and emotional connections with vast numbers of children across the globe? Based on an exclusive global study comparing children's consumer behavior across North America, Europe and Asia, BRANDchild reveals the forces and phenomena that drive the trends. It highlights the new ways of marketing to an increasingly powerful and demanding consumer group: the children of the future.
Review
""Unless there are issues, parents usually stop reading parenting books long before their children hit the middle-single digits. The desire wanes with confidence - or they're just too worn out. But ""Brandchild"" (Kogan Page Ltd., London, 316 pages, $39.95) isn't for parents. Martin Lindstrom's book, which he wrote with Patricia B. Seybold, is for companies targeting tweens. As I read it, I realized it held my interest because I'm a parent of a tween. The 8-to-14 generation, which the author says is the richest in history, gets to choose from ""an endless variety of disposable goods and leisure products designed specifically for them.""
Synopsis
* A unique exploration of children's relationships with consumer brands
Synopsis
Praise and Reviews
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
Lindstrom's fascinating tour-de-force may have you staying awake for 60 hours in order to mine the kids-focused marketing wisdom.
- Stann Rapp, MRM Partners Worldwide and co-founder of Rapp Collins
Tweens (8- to 14-year-olds) are an increasingly powerful and smart consumer group that spent $300 billion across the globe last year and influenced another $350 billion spend through their parents. Based on the world's most extensive study of tween attitudes and behaviours, and now available in paperback, 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 14 countries (throughout Europe, Asia, the United States and South America). Several renowned experts share their unique views on kids' trends and fascinating marketing techniques.
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.
Synopsis
A unique exploration of children's relationships with consumer brands, this fully revised paperback edition of the bestseller is packed with previously unpublished data, numerous case studies, and exclusive interviews with the world's brand leaders.
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.