1. Target Acquired: 0-3 Year Olds
I read an article recently in which the author talked about marketing and how interestingly,
marketers are very, very interested in reaching your infant. Yes, you read that correctly. No,
they don‟t have buying power (yet), but they do have influence. In addition, studies have shown
that by the time they are 3 years old, they can recognize an average of 100 brand
logos. Essentially, it‟s more branding than it is actual marketing, but it‟s still influential
nonetheless. If studies are true, with 80% of children under the age of 5 accessing the internet
weekly, then targeting these young ones may actually be an awesome idea.
Brand awareness has always been a part of our lives, and as evidence by the world‟s recognition
of the Golden Arches, the Blue Oval with white cursive lettering, or the Pepsi Yin/Yang, it‟s
engrained in our psyche. So why all the focus on 0-3 year olds? Well, to start, the luxe sector is
ripe with opportunity, as evidence by McLaren recently partnering with Dylan‟s Candy Store in
Manhattan. If you‟re a parent, you probably love to show off your child, and get them the nicest
things you can. Marketers know this and seek to capitalize on that.
According to the article, by Brian Braiker,
“[Brands] are going younger and younger all the time,” says Dan Acuff, a former marketing
consultant to Hasbro, Mattel, Nestlé, and others. “Babies don‟t distinguish between reality and
fantasy, so they think, „Let‟s get them while they‟re susceptible.‟”
Martin Lindstrom, a brand consultant whose new book, Brandwashed, was released last week,
says, “Marketers are getting more and more desperate to generate sales, so we‟re slowly moving
the ethical lines. When it comes to families, parents are much more influenced by the kids‟ and

2. babies‟ preferences for brands.” And babies do have preferences. The Campaign for a
Commercial-Free Childhood reports that by six months, babies are forming mental images of
corporate logos and mascots, and that babies request brands as soon as they can speak. Other
studies show that by the time an American child is 3 years old, he or she can recognize an
average of 100 brand logos.”
However, not everyone is on board with this type of marketing and branding strategy. As any
parent knows, kid‟s love technology gadgets. It‟s a far cry from when I was a kid and I had to
use my imagination and the coolest toys on the block were action figures. Braiker‟s article goes
on to say, “We‟re raising a generation of children who are bored unless they‟re in front of a
screen,” adds Susan Linn, director of the Campaign for a Commercial-Free Childhood. “There‟s
no credible evidence that babies learn anything useful from screen media.” Certain
psychologists have even said that children who get computers at an earlier age are no smarter
than those that don‟t.
It doesn‟t matter. As I mentioned earlier, and as discussed in the AdWeek article referenced
above, kid‟s will cheer and plead for Micky D‟s just based off the commercials they‟ve
seen. They will ask for Power Wheels or know to choose the Coke can over the Wal-Mart brand
cola because they‟ve seen the cup on American Idol. They can use technology and if it‟s
branded, so what. In the end, if it makes a parent‟s job easier, and helps companies in their
marketing/branding campaigns, so be it. Come to think of it, “I‟m thinking Arby‟s”… Be right
back.
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