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Tweens (8- to 14-year-olds) are an increasingly powerful and smart consumer group that spent $300 billion across the globe last year and influenced another $350 billion spend through their parents. Based on the world’s most extensive study of tween attitudes and behaviours, and now available in paperback, BRAND child is the first book to look in-depth at the phenomena behind global kids and their relationships with brands. Conducted by Millward Brown, the leading global market research agency, the BRAND child survey involved several thousand kids from more than 70 cities in 14 countries (throughout Europe, Asia, the United States and South America). Several renowned experts share their unique views on kids’ trends and fascinating marketing techniques. Packed with practical advice on how to create kids’ brands, including more than 50 previously unpublished case studies, BRAND child proposes innovative ways of marketing to this young audience About The Author Patricia B Seybold has over 24 years’ experience consulting to high-tech firms and to IT-aggressive businesses in a variety of industries and provides strategic advice to many Fortune 1000 companies. Martin Lindstrom is recognized as one of the world’s primary branding gurus. He is a former COO of British Telecom-Look Smart, co-founder of BBDO Interactive/Framfab, Europe’s largest Brand Dialogue Company and founding CEO of BBDO Interactive Asia, the region’s largest Brand Dialogue Company Table of Contents Tweens Tween dreams for sale Bonded to brands: the transition years Exit fairyland Creating imagination How do tweens feel about brands? Stardust The peer factor Cyber child Personalized brands build strong businesses Santa’s nightmare The essence of being a child Pump up the volume Super channels Kidzbiz Tweens take to hats Calling kids