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BOOK REVIEW

Brand Child: Remarkable insights into the minds of today's global kids and their relationships with brands

By Martin Lindstrom

With Patricia B. Seybold

July 2003

Did you know that 50% of kids across the globe are online daily? Does your brand communication address this fact?

The cover text on this book claims it to offer ‘remarkable insights into the minds of today’s global kids and their relationship with brands". And this it does! Based on a global survey of over 2,00- tweens (kids between the ages of 8 and 14), it contains case studies and examples from leading brands such as Dinsey, Harry Potter, Mattel, Sony, Tommy Hilfiger and Kellog’s. Well worth a read if you want to know who and what kids are today and how to create brands for them in a tough, crowded and ever-evolving market.

Brand Child is available through www.dymocks.com.au for $69.95.

 

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'PR Influences' is a free information resource from Network Communications (Australia) Pty Ltd to show how PR can be used by organisations. It features articles, trends, insights, comments and tips relating to all disciplines with communication - corporate, consumer industrial, B2B and associations. The site's newsletter is produced approximately five times per year with the latest issue always available here. The site's other resources are added to on a continual basis.
Editor: Grant Common


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