Top positive review
Eye-Opening Book for Even the Savviest of Consumers
on June 21, 2017
This is a fascinating tale of how companies brand their products and celebrities brand themselves and how we consumers fall hook, line and sinker for their psychological marketing tricks. Put simply, from the Pepsi we drink to the Prius we drive, we are brandwashed suckers. And even when you know how the wizard behind the curtain is doing this, you'll still buy your favorite products. Author Martin Lindstrom is branding expert, so the secrets he reveals are sometimes his own.
The book is a bit dated--it was published in 2011--but that doesn't matter much. The truths are still the same. (Perhaps even more so!)
• Find out why you're more likely to buy a perfume with a celebrity name, why you buy "green" products (and why you don't) and why you still buy the toothpaste you used as a child.
• Find out how companies actually sell HOPE--and we believe it and then buy it and pay a lot for it.
• Find out how all stores--from clothing to grocery--play carefully programmed music that encourages you to buy more.
• Find out how credit card companies can tell from the stuff you buy whether you are more or less likely to pay the bill.
• Find out how companies keep track of your every move--from those ubiquitous loyalty cards to cookies on your computer. (And Lindstrom is writing about what they did in 2009! Imagine how much more sophisticated it is now!) And why do they do this? Simple! To make money--your money that you spend. It's called data mining, and it means that companies know not only how much you make and your education level, but also (are you ready for this?) your motivations behind what you buy. The goal is to predict what you will buy--and then get you to actually do it. A quote from the book: "The typical shopper has no idea how much he or she is being monitored." Indeed.
This is an eye-opening book for even the savviest of consumers.