It’s perhaps a bit to harsh to say that there’s a mid-life crises brewing in the marketing department of the world. Rules honed over decades that succeeded in making everything from cereals to credit cards irresistible to baby boomers have turned out to be a major turnoff for tweens. You could say that these new consumers are turning the marketing canon on its head. Take their attitude towards ads. While boomers mistrust advertising, their kids love it- if it’s witty and not condescending. Ads are another form of entertainment. The trick is to hit the right note. Ads aimed at this group can’t be to o obvious, and they do have to be honest about their intent. So what are the rules of engagement when it comes to tweens?

In this fascinating chapter Martin Lindstrom takes a look at what’s needed to create good tween communication. It’s a very practical chapter packed 22 pages of fascinating BRANDchild data, advice and step-by-step instructions on how to understand the true art of tween communication.

However this is not the last chapter in BRANDchild – the story continues online at DualBook where readers of the book will receive a complementary update to the book.

Click here to purchase BRANDchild online or click here to learn more about Martin Lindstrom or your complementary membership of DualBook.