BRANDchild

Remarkable Insights into the minds of today's global kids and their relationships with brands.
By Martin Lindstrom, with Patricia B. Seybold
Published in March, 2003 by Kogan Page

Tweens (8–14 year-olds) are an increasingly powerful and smart consumer group, they spent $300 billion across the globe last year and influenced an additional $350 billion spend through their parents. And they know current brand images better than any advertising expert. Packed with practical advice on how to create kids' brands including more than 50 fascinating, previously unpublished case studies, BRANDchild proposes new innovative ways of marketing to this young audience.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.

Based on the world's most extensive study of tween attitudes and behaviours ever conducted, BRANDchild looks in-depth at the phenomena behind global kids and their relationships with brands. Several renowned experts including best-selling author Patricia Seybold share their unique views on kids trends and fascinating marketing techniques.