Comments on: Brand Savvy Tweens http://www.destinationcrmblog.com/2009/08/11/brand-savvy-tweens/ A blog from the editors of CRM magazine Sat, 04 Feb 2012 06:39:55 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Brand conscious tweens. | LittleStuff's Blog http://www.destinationcrmblog.com/2009/08/11/brand-savvy-tweens/comment-page-1/#comment-1706 Brand conscious tweens. | LittleStuff's Blog Wed, 12 Aug 2009 12:24:53 +0000 http://www.destinationcrmblog.com/?p=2285#comment-1706 [...] an interesting short article this morning on how ‘Brand Savvy’ tweens (9-11 year olds) have become. The good news [...] [...] an interesting short article this morning on how ‘Brand Savvy’ tweens (9-11 year olds) have become. The good news [...]

]]> By: Third Idea Consulting » Post Topic » Young Fashion Victims http://www.destinationcrmblog.com/2009/08/11/brand-savvy-tweens/comment-page-1/#comment-1702 Third Idea Consulting » Post Topic » Young Fashion Victims Wed, 12 Aug 2009 00:54:44 +0000 http://www.destinationcrmblog.com/?p=2285#comment-1702 [...] and former coworker Jessica Tsai wrote a good entry on the destinationCRM blog today, and I decided to comment on it there. I did so, but it’s [...] [...] and former coworker Jessica Tsai wrote a good entry on the destinationCRM blog today, and I decided to comment on it there. I did so, but it’s [...]

]]> By: Marshall Lager http://www.destinationcrmblog.com/2009/08/11/brand-savvy-tweens/comment-page-1/#comment-1701 Marshall Lager Tue, 11 Aug 2009 15:29:44 +0000 http://www.destinationcrmblog.com/?p=2285#comment-1701 Good article, Jess. Martin Lindstrom is a sharp guy when it comes to brand--I really enjoyed the interview I did with him some months back--and he reveals something that we should all understand as truth by now. Marketing and advertising of brands is its own form of communication, and we're exposed to it constantly starting at a very young age. If you grow up in a bilingual home or community, you will speak two languages fluently; the same is true if brand talk is added to the mix. While it's good that we can learn to cast a critical eye on products at an early age, the unfortunate side effect is that the effect carries beyond the quality of said products to their perceived worth, and by extension the worth of the people who use them. Being ostracized for wearing ugly, shabby, or out-of-fashion clothes is bad enough; to extend that shark-tank behavior to those who wear clothes that aren't the right brand is another level of evil. Brand builders who involve the young in the public discourse must try to guide the discussion and the attitudes they engender so that the well-known viciousness of tweens and teens isn't allowed to find root. Good article, Jess. Martin Lindstrom is a sharp guy when it comes to brand–I really enjoyed the interview I did with him some months back–and he reveals something that we should all understand as truth by now. Marketing and advertising of brands is its own form of communication, and we’re exposed to it constantly starting at a very young age. If you grow up in a bilingual home or community, you will speak two languages fluently; the same is true if brand talk is added to the mix.

While it’s good that we can learn to cast a critical eye on products at an early age, the unfortunate side effect is that the effect carries beyond the quality of said products to their perceived worth, and by extension the worth of the people who use them. Being ostracized for wearing ugly, shabby, or out-of-fashion clothes is bad enough; to extend that shark-tank behavior to those who wear clothes that aren’t the right brand is another level of evil. Brand builders who involve the young in the public discourse must try to guide the discussion and the attitudes they engender so that the well-known viciousness of tweens and teens isn’t allowed to find root.

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