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	Jeremy Bullmore once stated that, "Brands are fiendishly complicated, elusive, slippery, half-real/half-virtual things. When CEO's try to think about brands, their brains hurt." We might add, when CEO's try thinking about brains in the same way that tweens do. Their brains explode! Tweens are active lobbyists when it comes to brands. A survey commissioned by the Center for a New American Dream suggests that even when their parents say "no", nearly 6 out of 10 kids keep asking for brands they want - an average of nine times. Annoying through this may be to their parents; it results in kids having tremendous say over what gets bought buy their household. Don't think this is limited to brands bought in the supermarket or the toy store - the BRANDchild study shows that tweens have a strong influence over major house hold purchases, too. The BRANDchild study shows that tweens are 40 per cent less loyal than their parents to brands. Knowing this might tempt one to conclude that money spent on building relationship with tweens is wasted. But our research suggests the opposite. The glass is not 40 percent empty, but 60 per cent full. All our evidence suggest that tweens has an extremely good understanding of brands. The potential is there, so what's the missing ingredient that would help turn this knowledge into a lasting relationship - that's the focus of chapter 3. Click here to purchase BRANDchild online or click here to learn more about Martin Lindstrom or your complementary membership of DualBook. Articles for this Chapter They know their Gucci
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