BRANDchild

A must read book!
Philip Kotler

Tweens are a new type of audience. An increasingly powerful and smart consumer group, they spent US$1,88 trillion across the globe last year. $25 billion was spent on advertising aimed at them. They are different in every way. They are more likely to have a friend on the other side of the world than in their own street, they think the TV remote is broken when they can't find the cursor on the screen, and they drop from existence when the battery in their cell phone is flat.

This is a generation who spend more hours in front of a screen than outside the home, whose attention span is shorter than the break between commercials, which have lost creativity but have amazing capabilities of thinking and reacting fast. And they know current brand images better than any advertising expert.

Martin Lindstrom's BRANDchild written in partnership with Patricia B. Seybold is the first book ever to look at the phenomena behind global kids and their relationship to brands. It is a unique exploration undertaken from a global perspective, comparing behaviors across the USA, South America, Europe and Asia.

It looks at trends and changing perspectives and proposes a new way of marketing to this young audience. The book is packed with useful advice on how to create kids' brands and includes fascinating, never before published case studies.

BRANDchild is the first truly international brand book ever written that focuses on kids' relationships with brands on a global scale. Is it finally possible to talk about global brands - or is the phenomenon dead? What is the influence of ever increasing computer games, the Internet, chat rooms and mobile phones on this new generation and how is this going to affect the future of brands?
A complementary 1-year membership of Lindstrom's DualBook is included. Click here to learn more about the DualBook concept.

Visit the dedicated BRANDchild website at BRANDchild.com

REVIEWS

BRANDchild was by The Times voted Book of the Week. Click here to read the review or click here to read Martin Lindstrom's monthly column on BBC World or here to read the most recent article by Martin Lindstrom on kids branding featured in The Independent (UK).