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Creating Ever-Cool: A Marketer’s Guide to a Kid’s Heart is an essential resource for professionals striving to capture the loyalty of the youth market. Drawing upon his extensive experience at Ogilvy & Mather, Gene Del Vecchio reveals the timeless psychological truths that underpin a child's world. This insightful guide explains how world-class brands like Disney and Nintendo successfully tap into the emotional needs, fantasies, and fears of children to remain eternally fresh.
Moving beyond basic product features, the book provides a strategic framework for understanding the "kidquake" of modern commerce, where children influence billions in spending. You will learn to navigate the shifting landscape of family structures, education, and play while developing advertising and research programmes that resonate on a deep, personal level. Whether you are a manufacturer, advertiser, or brand strategist, this book offers the practical tools and ethical perspective required to build lasting relationships with young consumers. Discover how to transform your offerings into "Ever-Cool" brands that win hearts and endure through the generations.
Used (good, see images, some yellowing, dust jacket wear, and stamp on initial page) Hardcover ISBN 1565542568900
