Understand how kids develop to make a brand connection

Bryan Urbick and Noorjehan Khan

The changes that children go through from birth to adulthood were largely ignored throughout much of history. Children were often viewed simply as small versions of adults and little attention was paid to their cognitive abilities, language usage and physical growth.

Sadly, this is still frequently true for how business considers children: in branding, product development, market research and communication. Very often, we attempt to use the same methods, approaches and 'tricks' with kids as we do with adults, and this can create inappropriate conclusions.

Taking a look at two distinct theories of children and their development can shed important light on projects for or with children, and will show that we need to deal with children differently from how we deal with adults.