|
Book
Reviews
BRANDchild
This
book is the result of collaboration between Millward Brown
(one of the world's top 10 market research organizations)
and Martin Lindstrom, a branding author, consultant, and
speaker who has advised Fortune 500 brands such as Mars,
Pepsi, LEGO, American Express, VISA, HSBC, and Microsoft.
It provides a new understanding of the power of 'tweens'
(children aged 9-14) in the marketplace.
It
is rare to find a book that is supported by such comprehensive
research. The findings are based on interviews with 1,920
urban tweens in the USA, Brazil, Germany, Spain, India,
China, and Japan, and the book can legitimately claim
to be the result of the most extensive study of tween
attitudes and their relationships to brands.
The
book paints a compelling picture of tween life, their
spending power and their ability to influence family consumption.
The message is very much 'If you think tweens aren't important
to your brand, look again'. For example, it was found
that two in three tweens (in the markets studied) influence
big-ticket family purchases such as cars, the fashion
brands their parents wear, and mobile phones.
It makes compelling reading for any marketer, with substantial
research data, examples and anecdotes supporting each
chapter.
Here's a full list of the chapter headings:
| |
Tweens
Tween dreams for sale
Bonded to brands: the transition years
Exit fairyland
Creating imagination
How do tweens feel
Stardust
The peer factor
Cyberchild
Personalized brands build strong businesses
Santa's nightmare
The essence of being a child
Pump up the volume
Superchannels
Kidzbiz
Tweens take to hats
Calling kids
|
Click on item to
purchase at Amazon |
|
The only disappointment is the dualbook.com concept, which
is billed as an opportunity to 'remain in touch with my
latest views on the topic' but which is little more than
a platform for up-selling the reader into other products
and services.
That gripe apart, it is very well worth reading, offering
valuable insight into the new world of tweens:
This
is a must-read book if you want to communicate with and
market to young people.
Philip Kotler,
Professor of International Marketing,
Kellogg School of Management
Martin
Lindstrom's fascinating tour-de-force may have you staying
awake for 60 hours in order to mine this kids-focused
marketing wisdom.
Stan Rapp,
Co-Founder,
Rapp Collins
When
someone qualified challenges the conventional thinking,
it will result in fresh perspective and give food for
thought about the way children behave. Martin Lindstrom
does this in his new book BRANDchild.
Kjeld Kirk Kristiansen,
President and CEO,
The LEGO Company
Buy
it at Amazon.
Brand Manual
More articles
Subscribe
|
