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Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy Paperback – 3 Jan 2012

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Product details

  • Paperback: 288 pages
  • Publisher: Kogan Page; 1 edition (3 Jan. 2012)
  • Language: English
  • ISBN-10: 0749465042
  • ISBN-13: 978-0749465049
  • Product Dimensions: 15.7 x 2.1 x 23.5 cm
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Bestsellers Rank: 200,853 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

Review

"A marketing veteran who lists McDonald's, Procter & Gamble and Microsoft among his former clients, Martin Lindstrom knows the industry well." (The Economist)

"When the author of Freakonomics talks in such glowing terms about a book it's worth taking a peek. And Martin Lindstrom's Brandwashed certainly deserves it. It's an insiders guide to the sophisticated and cunning ways we are all manipulated on a daily basis by the global brands that want to part us from our pay packets. Lindstrom is a well-qualified guide to this maze of hidden persuasion." (British Airways Business Life Magazine)

"Lindstrom knows every trick going. This fascinating book follows how advertisers literally target everyone often using highly manipulative tactics to convince us to buy their products. An eye-opening read." (Star Magazine)

"After reading this book you will never feel the same after watching an ad again." (Healthy Magazine)

Book Description

In Brandwashed, Martin Lindstrom gives readers a shocking - and unprecedented - behind-the-scenes look at the tricks, strategies and manipulations that businesses, advertisers and retailers across the world use to engineer human desire and compel consumers to open their wallets.

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Customer Reviews

3.9 out of 5 stars
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Most Helpful Customer Reviews

43 of 54 people found the following review helpful By Jonathan Gifford VINE VOICE on 2 April 2012
Format: Paperback
I don't normally give books bad reviews. This is because I only have time to read books about subjects that interest me, and there is nearly always something worth praising in the efforts of an author who has gone to the trouble of writing a book about a shared interest. A book has to be pretty awful before one feels the need to say, `This is awful; don't buy this book.'

I feel the need to say, `This is awful, don't buy this book.'

The trouble is, this book is so awful that I couldn't bring myself to finish reading it - so there may be many brilliant aperçus lying in wait for the seeker of wisdom after page 11 (which is where I lost the will to live, or at least the will to read further) but I wouldn't bet £14.99 on it, if I were you (as I did, in WH Smiths in Marylebone Station, thinking that the book might offer me some interesting thoughts about marketing. It didn't.)To be honest, I struggled to get to page 11. I nearly gave up before I got to the end of the Introduction. Let me tell you why.

In the Introduction, Martin Lindstrom (`among the globe's foremost marketers') tries to persuade us that he went on a `brand detox' for one year. For a whole twelve months, he tried not to buy any new brands. Did you really, Martin? Are you sure that you're not just saying that to try to inject a little interest into the otherwise banal introduction to your book? Are you sure that you're not trying to promote the carefully cultivated image of yourself as a wild and wacky (yet oh so percipient)thinker-outside-more-boxes-than-you-would-find-outside-the-back-of-a-shoe-store? Let's see.

Martin can no longer buy brands of breakfast cereal and stuff, so he starts to eat an apple for breakfast. OK. Let's assume that he buys his apples loose from a greengrocer.
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If you're really into marketing and sales, then I recommend you read this book. In my case it was more of a leisure reading and I must admit it was a little bit tedious. It is interesting but sometimes it is very repetitive and goes round in circles making the same point over and over again. All in all I recommend it but as a second option while you're reading something else.
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8 of 11 people found the following review helpful By Explorate on 27 Feb. 2012
Format: Paperback
I only needed to read the first free chapter (about manipulation in the womb), to know this is more of the same light weight sensationalism and self promotion that Lindstrom is good at. Anecdote after anecdote, smattered with conversations with research companies and references to Denmark and personal experiences, its was really boring. So I'm glad Amazon do the view inside to know prior that its more of the same.

In previous books Lindstrom also uses marketing and research companies, marketing "experts" to give credibility endorsements to his own writing...itself a good marketing trick. In this case the Chartered Institute of Marketing in the UK even sent me an email promoting/endorsing his book (and buy it from their website)

Companies do all kinds of things to make you want to buy there products (using sex, greed, envy, fear etc)...err that is what the job of marketing is for, isn't it?

So, whilst Lindstrom may criticize brands for manipulating us, as he builds his own Lindstrom brand, he is happy to use the same marketing tricks to manipulate YOUR mind to buy his book. Very clever...but could be hypocritical.
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Format: Paperback Verified Purchase
Martin Lindstrom has revolutionised the way in which we think about consumer behaviour and market research. This book is a great read and is fascinating to learn how we have become so influenced by brands.
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1 of 2 people found the following review helpful By William Gc Roney on 5 Feb. 2012
Format: Paperback
We can buy anything we want. The choices presented to us would, in a rational world take more than a lifetime to decode. And the product range we select from is being added to on a daily basis. The internet has made our lifestyle choices and needs both enviable and un-enviable at the same time. So, how do we choose? And how much of our eventual choice is controlled by the power exerted by major product brands.

In "Brandwashed" by Martin Lindstrom, this power is put under the microscope. From the cradle to the grave, brands have but one objective, to get you to buy as much of their products as possible. And they use a wide variety of tools to engage, assess and market their products to you. The data that shops collect from you via your loyalty card, to demographic analysis of towns and cities allow companies to target their advertising to maximum effect.

In the book, celebrity culture is dissected with their ability to ignite passions and influence purchases - Justin Bieber and Paris Hilton anyone? There are also sections on the use of fear and guilt to subvert normal anxieties and get a sale, such as in the cosmetic, medical and insurance industries. There is nothing that companies will not try to persuade you to part with your hard earned cash.

As the connectivity of the industrialised world gets deeper, there is more information available to analyse - from determining which computer you used to print out that 30% OFF coupon, to the Facebook profiles of anyone that used that machine. Maybe there's an opportunity to develop a data-crunching machine that can profile and analyse all of this information.

Martin Lindstrom has written a very important book, that is a natural follow-on to books such as No Logo by Naomi Klein. Ignore it at your peril, or you may continue to make purchases that make no sense, but fit into what the internet thinks is your lifestyle.
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