Creating Ever-Cool: A Marketer’s Guide to a Kid’s Heart Hardcover – Illustrated, September 30, 1997
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About the Author
- Item Weight : 1.04 pounds
- Hardcover : 256 pages
- ISBN-10 : 1565542568
- ISBN-13 : 978-1565542563
- Publisher : Pelican; Illustrated Edition (September 30, 1997)
- Product Dimensions : 5.78 x 1.01 x 8.68 inches
- Language: : English
- Best Sellers Rank: #2,251,730 in Books (See Top 100 in Books)
- Customer Reviews:
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If you're interested in the toy industry they're worth picking up.
The Real Toy Story: Inside the Ruthless Battle for America's Youngest Consumers
Creating Ever-Cool: A Marketer’s Guide to a Kid’s Heart
Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies That Make Them
Consuming Kids: The Hostile Takeover of Childhood
The Kids Market: Myths and Realities
Seller: 3rd Party Merchant
Purchase price: $.15 - 9.88 (Plus shipping)
Most business books have just a couple of points, mostly covered in the first chapter, and then drone on to fill the pages with expansions, slight additions, and examples. They should have been articles instead of books.
This book, however, is absolutely brimming with valuable information about the psyche of kids, chapter after chapter. It starts with ever-present needs; moves into fads; gender specific issues; age based issues; etc etc.
It draws on the authors extensive hands on experience at Ogilvy working with kids marketing. And his apparent research on child development and psychology.
This is an excellent, concise but information-packed book on reaching kids for marketers, product developers and even parents!
Entertainment brands are often short-lived. As the title of the book suggests, there are ways to revitalize and sustain the life of a product or brand. Gene Del Vecchio's book gives you practical suggestions on how to do it.
Today's brand stewardship involves not only corporate ID, mission and vision statements, but also creating back stories that help consumers understand the brand in context. Nowhere is this more important than in marketing to children. In his chapter, "Develop Kid-Appealing Products" Gene provides matrices that help marketers create a story line for their products and brands. In cases where a story actually is the product or brand, as with film, video games, books, and many toys, his insights are invaluable.
As a marketing professional and former Ogilvy & Mather Creative Director, I've known Gene Del Vecchio for 20 years. He was the head of planning and research at the Ogilvy & Mather/LA office, and his expertise was often tapped by other Ogilvy offices - especially when a project involved kid marketing. I worked with him on major brands including Microsoft, Mattel, Pacific Bell, and Shell. His thinking played a major role in the development of advertising for the brands we worked on together. Creating Ever-Cool is a rare insight into the thinking of a brilliant marketer.
Creating Ever-Cool: A Marketer's Guide to a Kid's Heart
'Ever-Cool' is a book that answers a seemingly simple but actually quite complex question... Why do some brands in the kids marketplace remain the favorites of children year after year - generation after generation. Exactly what gives these brands their staying power? 'Ever-Cool' answers this question in a well written and entertaining style.
The book has 4 sections: 'The Introduction' , 'The Child's Psyche' , 'A Kid's World and Culture' and 'Marketing to a Child's heart'.
In 'The Child's Psyche' section Del Vecchio examines the timeless and underlying needs of childhood. From the differences between girls and boys, to their fears and fantasies.
'A Kid's World and Culture' investigates children in the world today. Their self awareness, shifting family structures, and universal (hopefully) experiences of childhood such as going to school, and living in the neighborhood. The 'Marketing to a Child's heart' section contains lots of advice and suggestions on how to utilize these insights.
I found the concept that there could be 'Kid Psyche Gaps' in the market place to be particularly intriguing. Del Vecchio explains it in the following way: Psyche Gaps are "that part of the child's psyche that is not currently being satisfied by a competitor" (pg. 221.) Clearly identifying what these gaps are and strategically developing a product to fill the gap is very sound marketing.
Another really cool part of this section is the 'Kids' Idea Matrix'. Del Vecchio provides a creative idea development aid that works in the following way: "By forcing our eyes to see relationships, we help our brains consider the ideas that are born from them. This can be accomplished with a system I call Matrixing a simple process of putting various categories of items in front of our eyes, side by side, in a fashion that will help us to easily mix and match them. The items we will force together are those that we have discussed throughout this book." (pg. 185) Del Vecchio essentially is showing us how to use his ideas.
Del Vecchio also briefly covers advertising, setting up a research program, and ethics. All in all I personally have no hesitation in recommending this book. I found it to be highly insightful and an enjoyable read.