You may have constructed your SWOT by asking a small sample of consumers how they consider your brand. You may be just following instinct. Or you may have factual data which benchmarks your brand against your competitors using the services of companies like Kidz Global, with their BrandTrends reports. They generate the widely recognised and used Brand Popularity Index* and Demand Gap* measures - probably the most reliable starting point when it comes to understanding your brand's strengths and weaknesses.
But whatever you know about your brand's strengths, weaknesses, opportunities and threats, and however you have formulated your brand's strategic objectives, what most brand champions dread is stagnation, a zero outcome from their marketing plan, a negative return on investment.
You might know the "what" about your brand SWOT, but do you know the "how" to meet your objectives? To understand the "how" we need to understand kid consumers themselves.
Global brands appreciate that whilst the world seems to be getting smaller, with technology enabling entertainment brands and media to converge, children nevertheless differ from country to country, from one culture in which they are raised to the next. They might adopt and adapt to technology differently, based on geographical circumstances or even from one age group to the next. They might care about and be motivated by different things, exposed to different experiences and stimuli, different family rules, constraints or opportunities or their own heuristics.
What resonates with a child in the USA may not resonate with a child in China. What influences a child in Spain to move so quickly from one property to the next, may have the opposite effect for a child in Poland, or Russia or Japan.
At a local level, look at any classroom of kids and you'll realise that although they resemble each other in physical size, learning stage and cognitive ability, each operates by their own set of rules and motivations, and not just by the rules of their "tribe". They may differ in their access to media and entertainment at home, be influenced by older or younger siblings.
To make sense of it all, we can create clusters from a large enough sample of kids, and these clusters are the key to knowing how to invest marketing budgets wisely. Crucially, they also help us to track trends and to keep apace with the everchanging influences and tastes of kids.
You're not alone. Join the club of the well informed, the wise practitioners, the investors who get high returns and generate healthy, dynamic brands. The Kid Consumer reports are here to help you.
*Brand Popularity Index is a widely used measure derived from the awareness, ownership and like-ability of your brand.
*Demand Gap measures the variance between actual ownership and the desire or intention to own.