BOOK REVIEW: 'BRANDchild' proves wisdom of youth

If you think kids are innocent bystanders in the purchasing of adult brands, read BRANDchild.

If you think kids are innocent bystanders in the purchasing of adult brands, read BRANDchild.

The book is the result of a year-long Millward Brown study of the attitudes and relationships to brands of tweens (eight- to 14-year-olds) in the US, South America, Europe, and Asia. The results show this group is savvy, global, "born with a mouse in their hands," impatient, powerful, and well ahead of marketers in their brand-image expertise. Lindstrom conveys these findings with a solid, practical emphasis. Each chapter ends with a list of "action points" that helps readers apply this knowledge to their tween marketing efforts. What's more, the ideas and information are constantly updated at www.dualbook.com (each copy comes with an online ID number). Just one criticism: the overuse of anecdotal tween quotes to introduce points. After all, this is not kids stuff - they already know it all. Now, the grown-up brand managers must catch up. ----- Title BRANDchild: Insights Into the Minds of Today's Global Kids: Understanding Their Relationships with Brands Author Martin Lindstrom (with Patricia B. Seybold) Publisher Kogan Page, 316 pages Reviewed by James Chase, managing editor at Medical Marketing & Media

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