In his paper “Strong brand – strong experience” at the Kinderwelten 2017 congress, Dirk Ziems, Managing Partner of concept m, presented a current study on brand establishment among children, carried out in cooperation with the RTL Media Group.

Children have a very different entry to the world of brands. Because children experience the world as one of magical spirits, brands speak to them directly. For them, brands are companions and buddies that help them on the path of their development.

In the fundamental study on children’s brands for 5-10 year olds, concept m used numerous brand examples to research exactly how the process of brand establishment works for the different ages.

concept m used creative interviews in which the children describe their experiences through paintings, drawings and games. The Sceno-Play Test in particular emerged as a precise measure of the strength of brand establishment.

The specialist audience at Kinderwelten 2017 were fascinated by the paper – the intensive immersion in the children’s magical fantasy brand world created an exciting portal for them. The paper concluded with specific suggestions for requirements for effective TV spots.

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