Brandchild

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 information in the book is based on a global study across Australia, Brazil, Canada, China, France, Germany, India, Japan, Scandinavia, Spain, the UK and the USA. Drawing on this qualitative and quantitative data, commentary, interviews and cases, the the book reveals new ways of marketing to this powerful group. Additional features of the book include: interviews with the world's brand leaders and case studies (including Disney, Mattel, Sony, Nike, Lego, BoyZone, Harry Potter, PlayStation, Nickelodeon, Pepsi, Pokemon, NSync, American Express and Visa); and weekly updates - each page has a web address for the latest news.

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"Martin Lindstrom's fascinating tour-de-force may have you staying awake for 60 hours in order to mine the kids-focused marketing wisdom in these pages" Stan Rapp, Chairman, MRM Partners Worldwide and co-author of The MaxiMarketing Trilogy; "A real thought provoker for marketing and business people. BRANDchild is a wonderful tool if you are marketing to kids & teens

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Martin Lindstrom is recognized as one of the world's primary branding gurus. He is the author of several best-selling branding books including Clicks, Bricks & Brands with Don Peppers and Martha Rogers and Brand Building on the Internet (both published by Kogan Page). Lindstrom has for more than a decade advised Fortune Top 500 brands including Mars, Pepsi, LEGO, Cartoon Network, American Express, Mercedes-Benz, VISA, Ericsson, HSBC, Gillette, Yellow Pages and Microsoft. He is a former COO of British Telecom-LookSmart, co-founder of BBDO Interactive/Framfab, Europe's 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 reaches a global audience of more than 4 million people in 30 countries. His acute insights have been featured in The Times, Fortune, BBC, The Daily Telegraph, The Australian and The Independent. Visit MartinLindstrom.com to learn more about Lindstrom's latest updates on brand and marketing trends. 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. Seybold is a frequent contributor to the national and business press including Harvard Business Review, Wall Street Journal, Financial Times and the New York Times. She is also a highly acclaimed keynote speaker at business conferences worldwide.

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Part 1 Tweens: Meet the new kids; Planet kids; Summary; Action points. Part 2 Tween dreams for sale: Fear; Fantasy; Mastery; Humour; Love; Stability; The mirror effect; Collection value; Gaming ability; Summary; Action points. Part 3 Bonded to brands: the transition years Nigel Hollis: CEO's heads explode; Forming the bond between tweens and brands; Tapping into the power of tween advocacy; Tapping into future loyalty; Brand attraction matters; Tweens are just like us, only more so; Summary; Action point. Part 4 Exit fairyland: Beliefs versus dreams versus aspirations; God inc.; The death of belief; The new icons; Tweens are inspired by tweens, who are inspired by tweens; The search for the true tween aspiration; Tribes; Summary; Action points. Part 5 Creating imagination: Building the sensory experience; Licensing is more than just spreading the news; You've got Britney; The networked brand; Brand + Nothing = Fiasco; Offline - online; Sound + Sight + Smell + Taste + Touch = Brand; It all adds up; Summary; Action points. Part 6 How do tweens feel about, Patricia B Seybold: Brands vs no brands; Relationship with corporate brands; Summary. Part 7 Stardust: Creating icons we admire; Mainstream has become substream; Three fundamentals; Branding is all about personality; Every brand is a human brand; Being direct; Summary; Action points. Part 8 The peer factor: Using peer-to-peer marketing to build brands; Summary; Action points. Part 9 Cyberchild: Welcome to a new tween reality; Creating a new tween identity; Marketing in many virtual worlds; Eight guidelines for targeting tweens; It all counts; Summary; Action points. Part 10 Personalized brands build strong businesses Patricia B Seybold; Kids help to design an interactive retail concept; What's the Build-a-Bear experience?; Built-in upselling and cross-selling; Beary viral marketing; Keep the honey flowing and the buzz alive; Staying attuned to customers. Part 11 Santa's nightmare Adding life to brands; Where it all begins; Where does all this leave the tweens. and us?; Summary; Action points. Part 12 The essence of being a child Yun Mi Antorini. Part 13 Pump up the volume: The young and the rich; 360-degree tween branding; The future? Part 14 Superchannels: The next generation of media planning; Summary; Action points. Part 15 Kidzbiz: Why tweens?; Summary; Action points. Part 16 Tweens take to hats: Where did you get your lid?; The Lids customer experience; Encouraging repeat buying behaviour; Early pioneer of the integrated clicks-and-bricks experience; Oversealous retail expansion led to a merger with HatWorld; Summary. Part 17 Calling kids: KGOY; The dramatic shift in marketing planning; Summary; Action points. Appendices: about the research; code of ethics.

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