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BRANDchild: Insights into the Minds of Today's Global Kids: Understanding Their |  |
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BRANDchild: Insights into the Minds of Today's Global Kids: Understanding Their | |
Based on the world's most extensive study of tween attitudes and behaviors ever conducted, 'BRANDChild' is the first book to look 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 ('Customers.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.
Packed with practical advice on how to create kids' brands, including more than 50 previously unpublished case studies, 'BRANDchild' proposes new innovative ways of marketing to this young audience. It is required reading for anyone wanting a fresh insight into this increasingly influential and demanding consumer group.
作者简介 Martin Lindstrom is recognized as one of the world?s primary branding gurus. He is the author of several best-selling brand books including 'Clicks, Bricks & Brands' with Don Peppers and Martha Rogers, PhD, and 'Brand Building on the Internet' (both published by Kogan Page).
For more than a decade, Lindstrom has advised Fortune Top 500 brands including Mars, Pepsi, LEGO, Cartoon Network, American Express, Mercedes-Benz, VISA, Ericcson, HSBC, Gilette, Yellow Pages and Microsoft. He is a former COO of British Telecom-LookSmart, co-founder of BBDO Interactive/Framfab, Europes 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 reach a global audience of more than 4 million people in 30 countries. His acute insights have been featured in 'The Times', 'Fortune', 'The Daily Telegraph', 'The Australian', 'The Independent' and on the BBC.
媒体推荐 "'BRANDchild' will be a valuable addition to our industry's literature." -- Lester Wunderman, Chairman Emeritus and Founder of Wunderman Cato Johnson
"A real thought-provoker for marketing and business people. 'BRANDchild' is a wonderful tool..." -- Stan Davis, author of 'Blur' and 'It's Alive'
"This is a must read book if you want to communicate with and market to young people." -- Philip Kotler, SC Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management
编辑推荐 "Unless there are issues, parents usually stop reading parenting books long before their children hit the middle-single digits. The desire wanes with confidence - or they're just too worn out. But "Brandchild" (Kogan Page Ltd., London, 316 pages, $39.95) isn't for parents. Martin Lindstrom's book, which he wrote with Patricia B. Seybold, is for companies targeting tweens. As I read it, I realized it held my interest because I'm a parent of a tween. The 8-to-14 generation, which the author says is the richest in history, gets to choose from "an endless variety of disposable goods and leisure products designed specifically for them." The book explains the motivation behind the $150 billion spent each year by U.S. tweens and the additional $150 billion a year they influence by picking restaurants, adding brands to the grocery list or suggesting what car their parents buy or where they go on vacation. That's not an overestimation. Tweens are driven by versions of things that we just didn't have. We might buy a game. They can't wait for the next version to come out. This is also the first generation to consider the Internet, e-mail and cellphones as routine and required. Mr. Lindstrom shows how "they think in an interactive dimension" and explains how that makes this generation so global. "Brandchild" will open your eyes to why Legos had no choice but to add computer integration to a line of products that we thought was perfectly fine, thank you. Here are some basic findings that marketers need to understand and parents could use, too, for communicating effectively with tweens: Being 110 percent direct and totally honest is the new trend. And deliver more than 110 percent - in short, surprise the kids. This is a generation that keeps upgrading. Mr. Lindstrom is a branding guru who has advised companies on top brands such as Mars, Pepsi, Lego, Cartoon Network, Visa, Mercedes-Benz and Microsoft. (He) uses the Internet to extend the pages of "Brandchild." He says one of the facts of life that authors face is that their books will eventually be out of date. So he included a six-digit code on the back cover of the book that allows readers to register for e-mail updates from Mr. Lindstrom at Dualbook.com." -- Dallas Morning News "Today's 9- to 13-year-olds have grown up faster with more disposable income than any previous generation.Interactive and demanding, these kids were born with a mouse in their hand and a computer screen as a window on the world.The book is based on a study of 2,000 tweens in Brazil, China, Germany, India, Japan, Spain and the USA, a cross-section of economies and Western and non-Western cultures. One conclusion: Tweens spend about $150 billion a year, and influence their parents to spend another $150 billion. "BRANDchild" presents a fascinating portrait of these kids, with insights for global marketers, as well as tweens, their families and teachers." -- USA Today "Although the book is aimed at marketers, parents and educators -- and tweens themselves -- will find much fascinating information here." -- Booklist "This is a must-read book if you want to communicate with and market to young people. Lindstrom provides fascinating data and stories taking you into the mental and emotional life of this new generation, who are distinctly different from us Baby Boomers." -- Philip Kotler, S C Jonhson & Sons Distinguished Professor of InternationalMarketing, 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 "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, Chairman, MRM Partners Worldwide, Co-Founder of Rapp Collins 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 and teens." -- Stan Davis, Author of 'Blur' and 'It's Alive' "When someone qualified challenges the conventional thinking, it will result in a 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
专业书评 From Booklist
An international marketing research firm spent one year studying the habits of children 8 to 14 years old (dubbed tweens) in 11 countries to determine their relationships with brand-name products and services. This book draws on that study to explore the buying habits of a highly impatient, technology-savvy generation used to exposure to local and international brands, some 8,000 brands a day. In a world of instant communication, brands offer familiarity and security, according to the marketers, who sort tweens into four categories: fringes, influencers, conformers, and passives. Among the findings: nearly half the world's urban tweens have access to the Internet, 20 percent own mobile phones, 10 percent have personal Web sites, and nearly half frequently download music. Marketers are making the adjustment, including planting false Web sites meant to look like amateur sites developed by tweens. Each chapter ends with a summary and action points for marketers. Although the book is aimed at marketers, parents and educators--and tweens themselves--will find much fascinating information here. Vanessa Bush
Copyright © American Library Association. All rights reserved
目录
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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