English summary of the book Brandwashed

Thèmes abordés

Brandwashed, Martin Lindstrom, marketing, marketing strategies, companies

Résumé du document

Brandwashed is a book written in 2011 by a Danish author; Martin Lindstrom. Its main subject is marketing. It teaches us the technics and strategies that companies use to make us buy more and more products from them. Lindstrom also wrote other bestsellers such as Buyology and Brand Sense. He is quite knowledgeable since he has advised top companies such as McDonald, Procter & Gamble, Nestle, Microsof, RedBull, and Pepsi throughout his career.

Extraits

[...] Brand dependence: It is the fact of being dependent to a brand (being able to wait 5 hours in a queue just to have an autograph of Bradley Cooper (stars are brands) is an example). How can they create this dependence? Well there are 2 phases : The “dream phase”; you are in vacation, on a beach, and your mind is open to testing new things. You try out that new beer with a cherry taste. The second phase is the return to reality, to your daily life. But you want to keep that feeling of freedom and happiness you've had in vacation. How do you do it? [...]

[...] HOPE Hope is a very good salesman when it comes to marketing. People like to believe in what “experts” or “studies” tell them, and, sadly they rarely second guess them. I'm talking here about companies (usually working in the medical or cosmetics field) that sell us products having some type of mystical virtues that no one knew about before. Goji is a good example of this IMAGE. When we type this word in Google, many pages come up selling all its benefits for our health. [...]

[...] This image is a good excuse to set the price high for this kind of product. Technics are used to make us believe that a product is healthy: lower the quantity sold so that a pack has 100 calories (it is also a good excuse to set a higher price), writing “natural” or “organic” on the packaging, hiring a dermatologist to tell us that this specific face cream has great particularities (it can all be lies since there are no laws (in the US) about this type of information so they can basically say what they want). [...]

[...] English summary of the book Brandwashed Before I say anything about the book or the subject of it, I would like to start off with a little quiz. Answer these questions please. INTRODUCTION Brandwashed is a book written in 2011 by a Danish author; Martin Lindstrom. Its main subject is marketing. It teaches us the technics and strategies that companies use to make us buy more and more products from them. Lindstrom also wrote other bestsellers such as Buyology and Brand Sense. [...]

[...] And in life, not many people want to be seen as usual and normal. We want to feel beautiful, powerful, full of confidence and charismatic, just like the celebrities (or at least, the image they give us in the media). It is important for the companies to maintain this glamour image because this will motivate the people to buy, let's say, the same tennis shoes as Rafael Nadal, or the same dress as Kim Kardashian. This is called the “transfer” phenomenon. [...]