Understand how kids develop to make a brand connection

Bryan Urbick and Noorjehan Khan, Consumer Knowledge Centre

Many businesses fail to consider children when it comes to branding, product development, market research and communication.

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...

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