An introduction to BRANDchild by Martin Lindstrom with Patricia B. Seybold

Tweens (8- 14 year-olds) comprise a new type of audience - an increasingly powerful and smart consumer group which last year alone spent and influenced an astounding US$ 1,18 trillion across the globe.

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 courser on the screen; they drop from existence when the battery in their cell phone is flat. And they know current brand images better than any advertising expert.

Based on the worlds' 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 kid's 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 a their life priorities, hopes and dreams and reveals their true drivers of kids' trends by analyzing teen minority groups, communities and clubs.

Based on the worlds most comprehensive study ever conducted on kids and their relationship with brands Martin Lindstrom has in partnership with global research company Millward Brown analyzed a whole new generation. BRANDchild is the first book ever to reveal that;

• 67% of all products and brands purchased by parents are heavily influenced by their kids. This even includes luxury car purchase or purchase of mobile phones.
• Close to 50% of all kids are heavily concerned about the consequences of September 11 and this, for the first time ever, will change the way marketers has to market to kids in the future
• 35% of all kids represents several different identities which all are dramatically different. The result of this will be that marketers in the future will have to change the way they communicate to kids simply because they represent several identities.
• 59% of all kids are extremely concerned about privacy - even more than their parents. Privacy addressed to kids - not to their parents only rarely exists - a fact BRANDchild most likely will change forever.
• 50% of all tweens across the globe are daily online and 25% of these are in daily contact with other peers in other countries.
• 50% of all tweens would prefer to throw out their television instead of the computer with Internet access. BRANDchild talks about the new wireless branding and what kids love and hate with this new trend.
• 53% of all kids worldwide are stressed and are looking towards brands, which can help them enjoy their lives better. BRANDchild explores how brand are at the brink of changing style - heading for a new generation of brand trends.
• 84% of all kids would never consider purchasing brands, which are not officially supporting the environment. BRANDchild tells you about a new environmental wave just about to begin.
• 34% of all kids worldwide are about to develop a new global language via SMS and chat rooms. BRANDchild explores the new language called TweenSpeak.
• 91% states that being safe is essential for them. BRANDchild talks about how safe values; due to September 11 is more hip than ever.
• 56% of all kids worldwide are looking for a religion, which can make them happy. BRANDchild explores how religious issues are going to become part of future brand building techniques.
• And MUCH more;

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BRANDchild helps you to understand how to...

• Create a successful marketing plan appealing to the worlds most demanding generation
• Develop a solid Peer-to-Peer marketing plan enabling you to capture the imagination of kids
• Include kids as a target group even if your brand appeals to grown ups
• Develop cost effective campaigns at a minimum cost with great results.
• Develop a solid viral marketing plan establishing the necessary hype around your brand
• Launch a brand targeting kids both locally and globally
• Launch a brand witch has both adults and kids as target groups
• Maintain momentum among kids - even if a brand is several years old
• Measure a brands success among kids
• Include product placement strategies in computer games, cell phones and chat rooms
• Ensure that your brand always will be respected among both parents and kids
• Develop virtual brands online and wireless
• Avoid the classic 10 failures most companies does when kids building brands
• Avoid the classic 10 failures most companies, appealing to the adult market, does when forgetting the influence of the youngsters.
• Adjust your marketing department to demand of this new generation
• Prepare for the future consumer trends

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Join Martin Lindstrom's online e-learning program on kids branding, click here for more information.

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