Making the grade – Kids put brand managing execs to the digital test

When it comes to kids brand building these days, the mantra goes something like this. You need to be where the mobile phone-toting, iPod-obsessed kids are: On-line, on the go, plugged in. But when you look at the brand managers crafting digital strategies aimed at forging the kinds of bonds with kid consumers that propel properties into the merch stratosphere, you have to wonder whether they're fully aware of how kids use the tech. After all, aren't most adults 'like, so out of it' when it comes to learning the nuances of this ever-evolving landscape? Is there anything they can learn from the kids themselves?
By
September 1, 2006

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