Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy Hardcover – Sep 20 2011
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"I've only read two business books from cover to cover in the last five years: Buyology and Brandwashed. It is no coincidence that Martin Lindstrom is the author of both of those books. Brandwashed is smart, thought-provoking, and laugh out loud funny."
-Steven Levitt, Professor of Economics at the University of Chicago and bestselling author of Freakonomics
-“If you buy products, you need to read this book. It's really that simple.”
- Tom Rath, New York Times Bestselling author of StrengthFinder 2.0 and How Full is Your Bucket
"If you want to learn to cut through marketers' phoney health and wellness claims and make smarter decisions - about both your body and your money - you need to read this eye-opening book."
-Dr Oz, bestselling author of YOU: The Owner's Manual health series.
“Parents of small children who read this book will cringe (while lunging for the power button on the computer). Savvy marketers will take notes.”
"A fascinating read. ...Given just how marketing-saturated our culture has gotten, Lindstrom's book argues convincingly that no one should view himself or herself as a rational actor. It's worth thinking about the next time you walk out of Best Buy in a daze, having no idea what the heck you just spent $600 on.
-The Boston Globe.
“I am fascinated and empowered by Martin’s work, both as a business woman and as an individual consumer trying to buy smarter! Martin has changed the way I view brands and consumer behaviors. Very enlightening!"
"A crucial bridge between the unconscious mind, the brand that's marketing to you, and the impulse to buy...it's a wake-up call that you can't afford to ignore!"
-- Jean Chatzky, bestselling author of Money 911, Financial Editor NBC Today
“I can’t think of a better tour guide to take us into the black box that is brand marketing. I’ll never look at my favorite brands the same way again!”
- Bill Tancer, bestselling author of Click: What Millions do Online and Why it Matters.
“Martin Lindstrom makes the point that marketing today is about connecting with the consumers emotionally in order for them to participate in the brand. Surely he received some of his inspiration from Priceline.com and “the negotiator.” I found his book insightful and informative.”
-- William Shatner
About the Author
MARTIN LINDSTROM, was voted one of the World's 100 Most Influential people of 2009 by Time magazine. Among the globe's foremost marketers - now turned consumer advocate - Lindstrom has advised top executives at companies such as McDonald's Corporation, Procter & Gamble, and Microsoft. His most recent book, Buyology, was a New York Times and Wall Street Journal bestseller and voted "Pick of the Year" by USA Today. He is also chairman and co-founder of Buyology Inc
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Top Customer Reviews
If you're at all interested in the marketing industry you will absolutely love this book. Other topics Mr. Lindstrom covers:
Why we get addicted to lipchap
The hidden power of; Nostalgia marketing, Celebrity (famous people) marketing, and marketing 'hope'.
What credit card companies know about us.
And finished off with an actual social experiment which proves the effectiveness of the most powerful form of marketing, "word-of-mouth".
I think the best marketing book of 2011, I'll be referencing this one again and again.
My own definition of brand is narrower: a type of product (eg mobile phone) manufactured by a company under a particular name (eg Apple iPhone). But then, I'm not a marketer, just a consumer.
However, being aware of Mr Lindstrom's definition makes it far easier to see how brands are essentially emotional triggers that seek to influence our purchasing decisions and often succeed in doing so. What attracts us to a particular brand, and is it possible to become addicted to a brand? What are the tricks used by companies to gain our attention and retain our purchasing loyalty?
Consider the example of a shopping mall chain in Asia, where, after owners noticed expectant mothers spent a lot of time shopping, began experimenting with the unconscious power of smell and sound. About twelve months after they stared their experiment (which included the smell of baby powder in areas that sold clothing, the smell of cherry where food and drink was sold, and soothing music the expectant mothers would recognise) they started receiving letters from mothers who noticed that their babies calmed down when in the mall.
I particularly liked the chapter on nostalgia marketing: yes, those fond memories of the past (accurate or not) can really influence purchasing decisions we make now.Read more ›
Marketers face much greater challenges today than ever before in terms of attracting and then sustaining the attention of consumers who find themselves buried by "blizzards" of information conveyed by thousands of daily messages that create "clutter." Lindstrom explains how marketers are responding to those challenges.
First, they create or increase demand for what they offer with implicit rather than explicit tactics. Vance Packard wrote about "the hidden persuaders" in a book bearing that title, first published in 1957. In Brandwashed, Lindstrom examines what could be characterized as "the stealth persuaders." For example, we learn that shoppers in American department stores who are exposed to Muzak with a slow tempo shop 18% longer and purchase 17% more than do those who shop in silence. However, in fast food restaurants, Muzak with much faster beats is played "to increase the rate at which a person chews."
Marketers are also making highly effective use of the latest technologies, notably functional magnetic resonance imaging (fMRI), to identify what consumers really want even if they don't as yet know it. Electronic measurement of the brain (especially the functions of the subconscious mind) suggests reveals what does and doesn't attract and retain attention, what does and doesn't appeal initially, what does and doesn't sustain appeal over time, etc.Read more ›
Most recent customer reviews
Loved this book. Especially the example of the "family" planted in a neighbourhood to investigate the way that personal recommendations influence others to purchase, use, or do.Published 13 months ago by Dennis Maione
Maybe I'm a bit more tuned in but, despite a lot of research that went into this, I didn't really find this as thought-provoking as I thought I would. Read morePublished on April 24 2012 by Brian Maitland
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