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by Martin Lindstrom with Patricia B. Seybold
Kogan Page ©2003
Insights Into Brands and The Minds of Global Kids
Nearly every child in the developed world has a special relationship with a specific brand that can continue for years. To learn more about the behaviors and attitudes of children around the globe between the ages of 8 and 14, a leading global market research agency conducted an in-depth study of the relationships these “tweens” have with brands. The study, involving thousands of children from more than 70 cities in 15 countries throughout Europe, Asia, the United States and South America, provides a compelling look at how companies market to children.
The goal of the study was to talk to the children who are likely to represent the future global consumer population, and find out what new products and services they would be interested in buying.
Throughout BRANDchild, Martin Lindstrom, a marketing guru, and Patricia Seybold, an expert on customer value, detail the study’s results and provide insight into the priorities, hopes, dreams and desires of children while exploring the forces that fuel tween trends.
While summarizing and exploring the results of the study, the authors offer practical advice to marketers on ways to create brands that target children, and propose many new ways for marketers to reach young people. While presenting the best ways to capture the attention of this giant market segment, the authors offer a multifaceted perspective of the thoughts that compel young people to buy, collect, play, trade, and interact online. The influences of television, magazines, friends and parents on tweens are covered in depth, and the authors offer numerous action points that describe how the data collected in the study can be used to attract a younger audience. For example, at the end of a chapter that details the power of new media channels to spark loyalty in young minds, and the adults who aim to please them, the authors offer these five guidelines that should be considered before a media and brand plan is developed:
1. Turn your brand into a 24-hour worker. Brands need to be accessible 24 hours a day, because this generation has little understanding of the old-fashioned concept of “opening hours.” As far as tweens are concerned, every worthwhile brand is accessible on the Internet 24 hours a day, seven days a week.
2. Ensure 100 percent connectivity. With connectivity as just another utility, we would expect to have all television content available at any time — in exactly the same way we expect the Internet to be available.
3. Ensure your brand thinks mobile. Close to 20 percent of all urban tweens, worldwide, currently have their own mobile phone. Your brand must be mobile as well.
4. Contextualize. Every future media channel will be integrated in a line that traces the effects of the customer’s ongoing purchasing behavior. The authors write that brands will need to transmit relevant messages at relevant moments, and consumers will need to be in the mood to receive unsolicited information on their mobile phones.
5. Team up with a top brand before your competitor does. Everyone can successfully team up in brand alliances, regardless of the size of a brand’s equity. ~
Why We Like ThIS Book
BRANDchild presents a fascinating look into the minds and actions of young consumers, and describes the far-reaching ramifications of their behaviors in highly measured detail. By exploring what tweens want and examining what will continue to appeal to tweens over the years, the authors present ideas marketers must consider if they are trying to create a formula for a brand that consistently appeals to the tween audience. Since research indicates that tweens and teens had a combined income of $121 billion in 1998, up from $86 billion only five years prior, this television-loving market segment cannot be ignored. ~