Creating Ever-Cool: A Marketer's Guide to a Kid's Heart

by Gene Del Vecchio

Book Overview

WINNER OF THE 1997 ATTICUS AWARD, STRATEGY CATEGORY

"Fantastic Creating Ever-Cool is a 'must-read' for all manufacturers and advertising agencies that are marketing to children." Bennett Wolk, Director Worldwide Consumer Research Mattel Toys

By its very nature, "cool" is a nebulous distinction. What is cool one year, or even one month, may not be the next. Yet some products are able to remain consistently cool year-in and year-out...

• Format: Hardcover
• Language: English
• ISBN: 1565542568
• ISBN13: 9781565542563
• Release Date: September 1997
• Publisher: Pelican Publishing Company
• Length: 256 Pages
• Weight: 1.10 lbs.
• Dimensions: 1.0" x 5.8" x 8.7"

Customer Reviews

Eeeeever-Cooooool

Are you looking for a secret formula to guide your kid focused marketing decisions? Gene Del Vecchio's book - "Creating Ever-Cool A Marketer's Guide to a Kid's Heart" is truly insightful. It is the closest thing to a secret formula that I've come across. '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.

Secret Weapon for Kid marketing!

Short version: Buy this book now, and get it shipped to you overnight!This book is the secret weapon for anyone who markets to kids or wants to. Gene Del Vecchio manages to make the subject entertaining and engaging while teaching you a pile of indispensible techniques to capture a kid's heart.Not only does the book teach you how to market products better, it gets you thinking different. Suddenly, you're developing products and strategies with kids in mind, and you understand why certain products are big hits with kids.Another funny thing about this book...it helps you to understand kids better. For readers with their own kids, this could be the greates value of all.

Enlightening, entertaining and easy to read!

The author not only reveals important and interesting aspects of a child's psyche, but also gives you insights on how to use those aspects to make your products and brands "ever cool".

It's my kid marketing bible.

Buy it for the 25 pages on kid psyche. The rest is bonus (special bonus offer: 90% more free!). Damn insightful bonus. I constantly refer back to the kid psyche section. Every time I work on a creative strategy. Every time I look at a new toy. I can't tell you how valuable this book as been for me and my group. Five stars+++

Required for anyone seeking to market to children

This is required reading for anyone who hopes to effectively market to children. Unlike professorial/scholarly treatises, this author has actually been in the trenches, and it shows. The real world applications is what puts this book above all others dealing with this topic.