Brandchild: Remarkable Insights into the Minds of Today's Global Kids and Their Relationships With Brands [Anglais] [Relié]

An international marketing research firm spent one year studying the habits of children 8 to 14 years old (dubbed tweens) in 11 countries to determine their relationships with brand-name products and services. This book draws on that study to explore the buying habits of a highly impatient, technology-savvy generation used to exposure to local and international brands, some 8,000 brands a day. In a world of instant communication, brands offer familiarity and security, according to the marketers, who sort tweens into four categories: fringes, influencers, conformers, and passives. Among the findings: nearly half the world's urban tweens have access to the Internet, 20 percent own mobile phones, 10 percent have personal Web sites, and nearly half frequently download music. Marketers are making the adjustment, including planting false Web sites meant to look like amateur sites developed by tweens. Each chapter ends with a summary and action points for marketers. Although the book is aimed at marketers, parents and educators--and tweens themselves--will find much fascinating information here. Vanessa Bush
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"A real thought-provoker for marketing and business people. 'BRANDchild' is a wonderful tool..."

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 required reading for anyone wanting a fresh insight into this increasingly influential and demanding consumer group.

Martin Lindstrom is recognized as one of the world’s primary branding gurus. He is the author of several best-selling brand books including 'Clicks, Bricks & Brands' with Don Peppers and Martha Rogers, PhD, and 'Brand Building on the Internet' (both published by Kogan Page).

For more than a decade, Lindstrom has advised Fortune Top 500 brands including Mars, Pepsi, LEGO, Cartoon Network, American Express, Mercedes-Benz, VISA, Ericcson, HSBC, Gilette, Yellow Pages and Microsoft. He is a former COO of British Telecom-LookSmart, co-founder of BBDO Interactive/Framfab, Europes largest Brand Dialogue Company, and founding CEO of BBDO Interactive Asia, the region's largest Brand Dialogue Company.

Lindstrom is an acclaimed keynote speaker at conferences all over the world. He writes regular columns on branding which reach a global audience of more than 4 million people in 30 countries. His acute insights have been featured in 'The Times', 'Fortune', 'The Daily Telegraph', 'The Australian', 'The Independent' and on the BBC.