Brandwashed: Tricks Companies Use to Manipulate Our Minds by Martin Lindstrom

By Martin Lindstrom

Foreword by means of Morgan Spurlock

From the bestselling writer of Buyology comes a surprising insider's examine how today's worldwide giants conspire to vague the reality and manage our minds, all in provider of persuading us to buy.

Marketing visionary Martin Lindstrom has been at the entrance traces of the branding wars for over 20 years. right here, he turns the highlight on his personal undefined, drawing on all he has witnessed at the back of closed doorways, exposing for the 1st time the entire volume of the mental tips and traps that businesses devise to win our genuinely-earned dollars.

Picking up from the place Vance Packard's bestselling vintage, The Hidden Persuaders, left off greater than half-a-century in the past, Lindstrom reveals:

New findings that display how advertisers and retailers deliberately goal youngsters at an alarmingly younger age -- beginning after they are nonetheless within the womb!

Shocking result of an fMRI examine which exposed what heterosexual males rather take into consideration once they see sexually provocative advertisements (hint: it isn't their girlfriends).

How dealers and shops stoke the flames of public panic and capitalize on paranoia over worldwide contagions, severe climate occasions, and foodstuff infection scares.

The first ever neuroscientific proof proving how addicted all of us are to our iPhones and our Blackberry's (and the stunning truth of cellphone habit - it may be tougher to shake than addictions to medications and alcohol).

How businesses of all stripes are secretly mining our electronic footprints to discover one of the most intimate info of our deepest lives, then utilizing that info to focus on us with advertisements and provides 'perfectly tailored' to our mental profiles.

How convinced businesses, just like the maker of 1 well known lip balm, purposely regulate their formulation so that it will make their items chemically addictive.

What a 3-month lengthy guerilla advertising test, carried out in particular for this publication, tells us in regards to the strongest hidden persuader of them all.

And a lot, a lot more.

This searing divulge introduces a brand new classification of tips, innovations, and seductions -- the Hidden Persuaders of the twenty first century- and indicates why they're extra insidious and pervasive than ever.

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Additional info for Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy

Example text

In 1965 the Direct Marketing Association (DMA) established an Educational Foundation that now offers broad programs and services for both educators and students across the country. There is a Center for Direct Marketing at the University of Missouri, Kansas City, and one at New York University. Direct marketing courses are offered at a broad variety of colleges and universities including Boston University, Syracuse Newhouse School of Communications, the University of Cincinnati, and Alabama State.

But you would be wrong. The mind-set of orthodoxy was too strong to be undone by the facts. Lever Brothers never again conducted such an experiment, and neither did any other brand advertiser (with the possible exception of some of the fortunate brand advertisers who were clients of David Ogilvy). And even today it is still almost unheard of for a brand advertiser to split-test promotional advertising, as we did for Lever Brothers at Schwab & Beatty, or to split-test product appeals, as Ogilvy tells of having done for Dove Toilet Bar.

As trustee and chairman for over 28 years. The need for sources of formal training becomes even more critical as direct marketing is ''mainstreamed" into more and more corporate programs. Traditionally, writers were expected merely to sit in a cubicle, take assignments, and ask few questions. Experience was the writer's and the art director's primary teacher. The creative department as a whole was given little information and was continually left out of the marketing process. When they were let in, no one gave them training in using marketing tools.

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