Promotional Information

Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, BRANDchild proposes innovative ways of marketing to this young audience.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

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.

Reviews

"One of the most comprehensive texts yet about how 'tweens' (eight to 14-year-olds) spend their pocket money and interact with brands." Media Week "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