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Innovation and Best Practice
for Business Success

Established 1967



BrandChild

BrandChild

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

Martin Lindstrom

£24.99

Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.

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About the book

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Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.


Table Of Contents

    • Chapter - 01: Tweens;
    • Chapter - 02: Tween dreams for sale;
    • Chapter - 03: Bonded to brands: the transition years – Nigel Hollis;
    • Chapter - 04: Exit fairyland;
    • Chapter - 05: Creating imagination;
    • Chapter - 06: How do tweens feel about – Patricia B Seybold;
    • Chapter - 07: Stardust;
    • Chapter - 08: The peer factor;
    • Chapter - 09: Cyberchild;
    • Chapter - 10: Personalized brands build strong businesses;
    • Chapter - 11: Santa’s nightmare;
    • Chapter - 12: The essence of being a child – Yun Mi Antorini;
    • Chapter - 13: Pump up the volume;
    • Chapter - 14: Superchannels;
    • Chapter - 15: Kidzbiz;
    • Chapter - 16: Tweens take to hats;
    • Chapter - 17: Calling kids


Book Details

  • EAN: 9780749442842
  • Edition: 1
  • Published: 13th October 2004
  • Paperback
  • Dimensions: 234x156
  • 320 pages

About the Author

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, Customers.com, has sold over a quarter of a million copies worlwide. Her latest book is The Customer Revolution.


Martin Lindstrom


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