BrandChild

Citation

Leventhal, R.C. (2004), "BrandChild", Journal of Consumer Marketing, Vol. 21 No. 1, pp. 72-73. https://doi.org/10.1108/07363760410514012

Kids Rule! This phrase has begun to become the battle cry for marketers around the world. In particular, children between the ages of nine to 14 years of age (commonly referred to as “tweens”) have become a powerful economic force that is driving the marketing engine for brands such as Kellogg’s, McDonald’s, Tommy Hilfiger, Nintendo, Sony, Mattel and Disney. If we just examine the USA, “tweens” collectively spent $300 billion dollars on products, but also influenced more than $1.88 trillion spent globally. Companies that do business anywhere in the world today should hasten to read this book, so that they can begin to truly understand what this revolution is all about.

Under normal circumstances, a book that is filled with all kinds of statistics about consumer purchasing is not considered to be one that can not only hold your interest, but also inform and educate you as to how changes in our global society are having a direct effect on the ability of a company to either fail or succeed in the marketplace. However, the results of a landmark study, conducted by global market researchers Millward Brown, provided Martin Lindstrom with information concerning the purchasing habits (and the reasons for this behavior) of more than 2,000 kids in 70 cities across 15 countries.

There are a total of 17 chapters in BrandChild, and each chapter provides us with an enlightening experience, in terms of learning how teens are living their lives, what their priorities are, how they see the future, their hopes and dreams and how they interact on a social basis.

In the very first chapter, Lindstrom presents us with how he segments the tween population: the Edges; the Persuaders; the Followers and the Reflexives. Each of these groups not only have their own opinions, but also have a great impact on their family’s purchasing patterns. This is consumer behavior 101, but powerful stuff!

Throughout all of the chapters are to be found “quick” (direct) quotes which have been expressed by tweens that should serve as wake‐up calls to all marketers about shopping, brands, family relationships, friends, school, advertising and marketing in general. They are true food for thought!

After you read a chapter, Lindstrom then offers a summary of the key points that were discussed. This is a great way to re‐think what has been presented. But wait – he then presents us with “Action Points”. These are questions meant to challenge a marketing practitioners’ current thoughts on how they perceive their own brands, their competition, the changing nature of the marketplace, tweens, and the current marketing strategy that they use to market to the tween population. These questions are not easy to answer, yet provide the rigor necessary to change a marketer’s perceptions of what the tweens are all about.

OK you say, this sounds pretty good, but there are other books out there that also address children as consumers. But think of this – how many books let you constantly update content almost on a daily basis? Lindstrom allows the reader to log on to to his special Web site where you can get updated information on each chapter as well as: “… experience its interactive dimension …” . This, and of itself, is worth the price of this book.

The old adage about “saving the best for last” is something that Lindstom has masterfully executed. Chapter 17 is entitled “Calling Kids”. A tweens quote opens the chapter: “Market research is when people in suits ask funny questions”. Then he offers us his 13 “rules of engagement when it comes to tweens”. Let me just mention a few of them:

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  do not talk down;

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  tweens put a premium on straight talk; and

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  any brand that even so much as hints at feelings of self‐importance will secure itself a permanent space in the tween product graveyard.

And as much as I have grown to shudder when I hear the multitude of acronyms that have entered the marketing vernacular (i.e. Gen X, Gen Y. DINKS, Boomers, etc.), Lindstrom hits us with one more acronym, which every marketer should consider in marketing to the tweens: KGOY (Kids Grow Old Younger).

Think about this, and let it serve as your roadmap to all future marketing endeavors when it comes to tweens. I can tell you from personal experience that (currently) having two tween children (male and female) has been an enlightening experience for me. Lindstrom has captured the essence of what the world is coming to when it comes to truly understanding what tweens are all about.

Marketers will either listen or not. But not to listen means that the chances for survival and success are greatly diminished.