By Laurie Lindenbaum

My son has always looked forward to our weekly trips to the supermarket. But ever since he started pre-school, these outings have taken on a life of their own. He now walks the aisles asking for Cheetos, Froot Loops and Gatorade – products that we rarely, if ever, bought.

But where did he learn about these branded products? I was able to quickly rule out TV since he only watches commercial-free shows. And then I realized, he was learning about it from his friends at pre-school. He would see the food his friends were snacking on and toys they were playing with, and he would want them too. Even more amazing, at just four years old he was becoming an informed shopper — telling me product features and why a particular product was better. And while he can’t yet read, he can identify brand names and logos as we walk the aisles.

I must admit, I was a bit surprised at how knowledgeable – and convincing — a four year old could be of brands! I always envisioned him simply running around with friends, playing ball and doodling – not discussing products that they like – and why.

From the PR perspective, this just emphasizes the importance of consumer brand marketing via social networking and reaching consumers through community engagement, since virtually all demographics, even pre-schoolers, have their communities. Today, we are using different methods to find and share information – everything from Facebook to blogs to YouTube. After all, we are more likely to purchase a product that was recommended by a friend or blogger we follow than from a TV commercial. And while I’m not ready for my son to discover Facebook any time soon, I have no doubt that he will continue discussing products while hanging out at the sandbox.