BrandChild: Remarkable Insights into the Minds of Today's Global Kids and Their Relationship with Brands

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Kogan Page Publishers, Oct 3, 2004 - Business & Economics - 320 pages
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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 Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.

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Brand child: remarkable insights into the minds of today's global kids and their relationships with brands

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This book tackles the popular question, "What do kids want?" To answer that question, the authors use their real-world marketing experience and incorporate research data on "tweens" (children aged 9 ... Read full review


1 Tweens
2 Tween dreams for sale
the transition years
4 Exit fairyland
5 Creating imagination
6 How do tweens feel about
7 Stardust
8 The peer factor
12 The essence of being a child
13 Pump up the volume
14 Superchannels
15 Kidzbiz
16 Tweens take to hats
17 Calling kids
The BRANDchild research the worlds most extensive study of tween attitudes and brand relationships
Code of ethics

9 Cyberchild
10 Personalized brands build strong businesses
11 Santas nightmare
Colour Plates

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About the author (2004)

Martin Lindstrom, chairman and founder of Buyology Inc, was voted one of the World's 100 Most Influential people by Time magazine. Among the globe's foremost marketers, Lindstrom advises top executives at companies such as McDonald's Corporation, Procter & Gamble, Nestlé, PepsiCo, Mercedes-Benz, and Microsoft. He is the author of Buyology, a huge international bestseller. His recent books, Brandsense and Brandwashed, are both published by Kogan Page. Patricia B Seybold has over 24 years' experience consulting to high-tech firms and to IT-aggressive businesses in a variety of industries and provides strategic advice to many Fortune 1000 companies. An internationally acclaimed best-selling author, Seybold's first book,, has sold over a quarter of a million copies worlwide. Her latest book is The Customer Revolution.

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