Brandchild: Inside the Minds of Today's Global Kids: Understanding Their Relationship with Brands

by Martin Lindstrom, Patricia B. Seybold, Patricia B Seybold

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0749438673
• ISBN13: 9780749438678
• Release Date: March 2003
• Publisher: Kogan Page
• Length: 320 Pages
• Weight: 1.60 lbs.
• Dimensions: 1.0" x 6.4" x 9.5"

Customer Reviews

Inspiring!

This book is inspired. And it's not just for 'ad-folk', but anyone who appreciates how much influence kids has on the future of branding. The message in BRANDchild is super-powerful. Just see how beautifully the examples in this book elucidate the idea, taking it beyond ideology to reality backed by tons of data and research. If you want a how-to manual on the future of kid's communication, you've found it. If you're anywhere near business, you'd better wake up and listen to Lindstrom's advice in BRANDchild.

Fascinating Study -- A Must Read

Martin Lindstrom is the new, young, energetic marketing guru that the world has been waiting for. Fabulous information. Infectious energy. Saw him recently on Bloomberg Television -- he looks like a kid himself but has thoughtfulness and brillliance way beyond his years. Can't wait to see what he comes up with next.

Packed with Knowledge!

This is an excellent book about marketing to children. Based on extensive research into the attitudes, perceptions, emotions and preferences of children around the world, it tells you in no uncertain terms how to target one of the biggest and most influential consumer populations on earth. Children between the ages of 8 and 14, dubbed "tweens" ("tweenagers") by the authors, are a curious group. They are also a lonely, insecure group with an engaging mix of naiveté and sophistication. Devilishly hard to capture, they are a rich economic prize, controlling an enormous amount of money of their own, and strongly influencing their families' purchases, even of major appliances. This book shows you what matters to these kids and what false notes to avoid if you want to tap into their buying power. We acknowledge that some readers may be uncomfortable with such tactics as setting up a web site that pretends to belong to a friendly child in order to attract kids and start buzz about some brand, but the book's reporting is accurate, practical and forward looking, for good or ill.

Great Book!

Martin Lindstrom does a great job letting the reader know that the root of success when communicating with kids is understanding kids, their lives, dreams and hopes. He not only analyzes data from 7 countries, but includes his own experiences with working with kids and with kids related brands. He is able to get his point across without being boring, looking at the subject form different angles. I also checked out the MartinLindstrom.com site. I think it is a great site, with tons of brand info related to kids and general brand trends. Well done!

The Secret Seapon

This book is the secret weapon for anyone who markets to kids or wants to. Lindstrom manages to make the subject entertaining and engaging while teaching you a pile of indispensible techniques to capture a kid's heart.Not only does the book teach you how to market products better, it gets you thinking different. Suddenly, you're developing products and strategies with kids in mind, and you understand why certain products are big hits with kids.Another funny thing about this book...it helps you to understand kids better. For readers with their own kids, this could be the greates value of all.