BRANDchild: Insights into the Minds of Today's Global Kids: Understanding Their Relationship with Brands

Using research on more than 600 people spanning fifteen countries, Lindstrom analyzes the trends and attitudes of "tweens," those young consumers aged eight to fourteen. It's an important target—this group spends $1 trillion worldwide annually. But the challenge is that today's tweens are unlike the young consumers who have gone before. Lindstrom emphasizes the fact that young people are no longer tethered to the attitudes of their local neighborhoods. Technology has given younger generations not only a global mindset but online friends around the world. Marketers have to understand this dynamic if they want long-surviving brands. Each chapter offers pointers for developing a marketing plan, avoiding common mistakes, and keeping brands fresh.