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A recent study group took a look at tweens and their relationship to some not so familiar branding tools such as sounds, logos, smells, and how they relate to products like computers, clothing and food. As you can imagine, the kids were all more tuned in than their parents. This isn't all that surprising to me, they have more time to invest in the various aspects of a brand, and since their buying power is diminished they probably covet expensive products more. What is a bit surprising is that the kids in this study were found to be more brand savvy than previous generations, leading me to wonder what new cues have been added from just a few years ago.
Mark Lindstrom, author of the fab book "Buyology,The Truth and Lies About Why We Buy" explains that the kids are now the prime target of many branding campaigns for things they traditionally wouldn't directly buy. The reason? Children are making buying decisions for the family. According to Lindstrom 67% of cars (purchased for families) were chosen by the children ~ and they make these choices based on what they see on TV.
