| Book Synopsis |
Based on the world's most extensive study of tween (8 - 14) attitudes and behaviour, BRANDchild is the first book to look in-depth at the phenomena behind global kids and their relationships with adults' brands.
Packed with practical advice on how to create brands that appeal to kids and fascinating, previously unpublished case studies, BRANDchild puts forward a new way of marketing to this young audience. It is required reading for anyone wanting a fresh insight into this increasingly influential and demanding consumer group.
BRANDchild looks at kids' life priorities, their hopes and dreams and reveals the true drivers of kids' trends by analysing teen-minority groups, communities and clubs.
It reveals that tweens are indeed a new type of audience. In the USA alone, their direct buying power was around US$200 billion in 2002, while those under 12 also influenced family purchases to the tune of US$500 billion.
Tweens are different in every way. Those with Internet connections are as likely to have a friend on the other side of the world as in their own street. They think the TV remote is broken when they can't find the cursor on the screen, and those who've become 'mobile' drop from existence when the battery in their cell phone is flat. They are also more in tune with current brand images than any advertising expert.
Based on unique research conducted by Millward Brown, the world's leading brands and communications research agency, the book develops insights from speaking to several thousand kids across Europe, Asia, Latin America and the USA. It also makes use of extensive qualitative research conducted for the BRANDchild project, an in-depth analysis of UK TGI Youth data, and Millward Brown's database of children's research projects.
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