BRANDchild - REMARKABLE INSIGHTS INTO THE MINDS OF TODAY'S GLOBAL KIDS AND THEIR RELATIONSHIP WITH BRANDS

Martin Lindstrom

Kogan Page

2003

320 páginas

10h 40m

ISBN-10: 0749438673

Based on an extensive study of tween attitudes and behaviours ever conducted, 'BRANDchild' looks 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 15 countries (throughout Europe, Asia, the United States and South America). Several renowned experts including best selling author Patricia B Seybold (Customer.com) share their unique views on kids trends and fascinating marketing techniques. 'BRANDchild' summarizes this research, as well as decades of experience from a variety of other sources on how to market to kids. It looks at their life priorities, hopes and dreams and reveals the true drivers of kids’ trends by analyzing teen-minority groups, communities and clubs.