Hi, welcome to Bookey. Today we will unlock the book Brandwashed: tricks companies use to manipulate our minds and persuade us to buy.
Do you find yourself addicted to certain brands? For instance, some of us just can't wait to place an order when Apple releases a new iPhone model, or when our favorite brand displays a sign for New Arrivals. To get a designer bag, we pinch, scrape and even max-out the credit cards.
This book Brandwashed, informs us how these companies manage to trick, seduce, and persuade consumers to buy their brands and products. The author is Martin Lindstrom, who is an interesting person. As a professional marketer, he has advised some of the top firms such as Coke Cola, Disneyland, and Microsoft. These brands went to Martin for help with making their brandwashing strategies more effective. On the other hand, Martin published this book to expose the tricks and schemes brands are using. Upon finishing this book, you may gasp in astonishment, realizing that these brands have completely consumed our world.
How about Martin himself? Knowing that he’s being manipulated all the time, he made a surprising decision to go on a "brand detox" experiment for a year as a consumer. In other words, he would not buy any new brands for one solid year. But the "brand detox" experiment failed in less than half a year. During his detox, Martin found that his life felt as though he was struggling through the worst economic crisis. He had to cook for himself because he couldn't go out for food or drinks. To shave, he used a Gillette Power razor he already owned. Still, since he couldn't buy any shaving cream, Martin had to conduct this work in the shower. What was more frustrating was that he had to drink plain water while his friends were indulging in rounds of beer during happy hours. His relapse took place during one trip. He was scheduled to give a keynote presentation, but his suitcase was misplaced. He was so sweaty that he had to break his detox to buy a souvenir T-shirt at a local tourist shop as a contingency plan. Because he had officially relapsed for the sake of a crappy T-shirt, he continued to go on a shopping spree when he arrived in Milan, Italy, the fashion capital of the world. He just couldn’t stop buying every brand he saw near the hotel.
Martin makes his living helping companies build and strengthen brands, but in the end, even he couldn’t resist his own medicine. That’s when he realized he had been brandwashed. How is this possible for a brand marketer? Martin summarizes, that what's happening underneath, is insight to consumer psychology. With sophisticated tools such as research in cognitive psychology neuroscience, and big data analysis, they successfully probed into our unconscious inner psyches, preying on factors such as fear, anxiety, desires, acceptance, and conformity. They acquired and amplified these emotions to manipulate the way we think, act, and make decisions.
Next, we will unlock the following three key insights from this book.
Part One: When does brandwashing happen to us?
Part Two: How do companies brandwash us?
Part Three: Who are the people companies use to brandwash us?
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