Martin Lindstrom - BrandChild: Remarkable Insights into the Minds of Todays Global Kids and Their Relationship with Brands

This ebook published in 2011 by

Kogan Page Limited

120 Pentonville Road

London N1 9JN

UK

www.koganpage.com

Martin Lindstrom and Individual Contributors, 2003, 2004

E-ISBN 978 0 7494 4711 3

Praise for BRANDchild

Bless this book. It is full of the kind of eye-popping statistics and pacy case-studies that make reading a business book actually enjoyable.

Rita Clifton, chief executive of Interbrand, writing in Management Today

A real thought-provoker for marketing and business people. BRANDchild is a wonderful tool if you are marketing to kids and teens.

Stan Davis, author of Blur and Its Alive

Fascinating insights into the world of tweens BRANDchild looks at techniques and strategies that can help you reach and build relationships with this unique group.

Marketing Business

BRANDchild presents a fascinating portrait of these kids (9- to 13-year-olds), with insights for global marketers, as well as tweens, their families and teachers.

USA Today

Martin Lindstrom the number-one brand builder!

BBC World

Innovative and novel approach to 21st century writing a must read!

AOL Time Warner

To my precious Allan & Vibeke and to my parents, who had the arduous task of raising such a challenging kid

Contents

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PROJECT BRAND child : THE WORLDS MOST EXTENSIVE STUDY OF TWEEN ATTITUDES AND BRAND RELATIONSHIPS

Over almost a year a team of 500 people at Millward Brown, the leading global brands and communications research agency, spread across eight countries, has worked on what has become the worlds most extensive study ever conducted on tween attitudes and their relationship to brands (see overleaf) a study exclusively conducted for this book. Many of the figures quoted in this book are based on the unique findings resulting from this study. Further information on how it was conducted is contained in Appendix 1.

Figure 0.1 Project BRANDchild: areas of study

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THE AUTHORS

Martin Lindstrom

Martin Lindstrom is recognized as one of the worlds primary branding gurus. He is a leading thinker in the fields of offline, online and wireless branding, and has written several best-selling books on the subject of building strong international brands. These include Clicks, Bricks & Brands (with Don Peppers and Martha Rogers PhD), and Brand Building on the Internet .

Over the years Martin has advised several Fortune Top 500 brands, including Mars, Pepsi, LEGO, Cartoon Network, American Express, Mercedes-Benz, VISA, Ericsson, HSBC, Gillette, Yellow Pages and Microsoft.

He is the former COO of BTLookSmart, the international joint venture between British Telecom and LookSmart, and the founder and CEO of BBDO Interactive Asia, the regions largest Internet solution company. Lindstrom co-founded BBDO Interactive, Europes largest Internet solution company. Lindstrom began his career as an advertising executive at BBDO.

He writes a regular column on branding that reaches a global audience of more than 4 million people in 30 countries. His acute insights have been featured in The Times, Fortune, The Daily Telegraph and The Independent , and on the BBC.

Patricia B Seybold

Patricia B Seybold has over 24 years experience consulting to high-tech firms and to IT-aggressive businesses in a variety of industries, Patricia is a visionary thought leader with the unique ability to spot technology and business trends early on; she provides customer-centric executives within Fortune 1000 companies with strategic insights, technology guidance, and best practices.

Patricia is an internationally acclaimed best-selling author. Her book, Customers.com, provides insight into how 16 still-thriving companies designed their e-business strategies to improve revenues, increase profitability, and enhance customer loyalty. Patricias latest book, The Customer Revolution, describes how 13 global businesses in a variety of industries manage to achieve customer value while they continuously improve the quality of the customer experience their deliver. Her books have been translated into over 10 languages.

In addition to writing business bestsellers, Patricia has published dozens of research reports each year since the late 1970s. Her work has also been recently published in the Harvard Business Review and Business 2.0, CIO Magazine, Fast Company, Computerworld and many other publications. She is frequently quoted in major publications such as BusinessWeek, Wall Street Journal, Financial Times, New York Times, and Investors Business Daily, among others.

THE CONTRIBUTORS