BrandChild: Remarkable Insights into the Minds of Today's Global Kids and Their Relationship with Brands

Abstract

Part 1 Tweens: Meet the new kids Planet kids Summary Action points. Part 2 Tween dreams for sale: Fear Fantasy Mastery Humour Love Stability The mirror effect Collection value Gaming ability Summary Action points. Part 3 Bonded to brands: the transition years Nigel Hollis: CEO's heads explode Forming the bond between tweens and brands Tapping into the power of tween advocacy Tapping into future loyalty Brand attraction matters Tweens are just like us, only more so Summary Action point. Part 4 Exit fairyland: Beliefs versus dreams versus aspirations God inc. The death of belief The new icons Tweens are inspired by tweens, who are inspired by tweens The search for the true tween aspiration Tribes Summary Action points. Part 5 Creating imagination: Building the sensory experience Licensing is more than just spreading the news You've got Britney The networked brand Brand + Nothing = Fiasco Offline - online Sound + Sight + Smell + Taste + Touch = Brand It all adds up Summary Action points. Part 6 How do tweens feel about, Patricia B Seybold: Brands vs no brands Relationship with corporate brands Summary. Part 7 Stardust: Creating icons we admire Mainstream has become substream Three fundamentals Branding is all about personality Every brand is a human brand Being direct Summary Action points. Part 8 The peer factor: Using peer-to-peer marketing to build brands Summary Action points. Part 9 Cyberchild: Welcome to a new tween reality Creating a new tween identity Marketing in many virtual worlds Eight guidelines for targeting tweens It all counts Summary Action points. Part 10 Personalized brands build strong businesses Patricia B Seybold Kids help to design an interactive retail concept What's the Build-a-Bear experience? Built-in upselling and cross-selling Beary viral marketing Keep the honey flowing and the buzz alive Staying attuned to customers. Part 11 Santa's nightmare Adding life to brands Where it all begins Where does all this leave the tweens. and us? Summary Action points. Part 12 The essence of being a child Yun Mi Antorini. Part 13 Pump up the volume: The young and the rich 360-degree tween branding The future? Part 14 Superchannels: The next generation of media planning Summary Action points. Part 15 Kidzbiz: Why tweens? Summary Action points. Part 16 Tweens take to hats: Where did you get your lid? The Lids customer experience Encouraging repeat buying behaviour Early pioneer of the integrated clicks-and-bricks experience Oversealous retail expansion led to a merger with HatWorld Summary. Part 17 Calling kids: KGOY The dramatic shift in marketing planning Summary Action points. Appendices: about the research code of ethics.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 119 citations exist upstream.