Brandwashed by Martin Lindstrom
My rating: 4 of 5 stars
Martin Lindstrom’s Brandwashed is in many ways not surprising to those who are familiar with the lengths that companies will go to in order to market their products. What still surprised me, though, was how improved technology has allowed these companies to propel their efforts to new, absurd and downright creepy heights.
Whether it’s carefully-arranged store displays presenting illusions designed to elicit specific emotions or memories, efforts to market not just to adults, teens and children, but even to babies, or the use of sophisticated data-mining to target individuals with a disturbing level of precision, Brandwashed paints a picture of a world in which we are constantly bombarded with messages–usually subliminal–to buy certain products and services.
Lindstrom’s perspective is that of an insider, and he cites not only numerous case studies and marketing campaigns, but some he has orchestrated directly himself. He comes across a bit apologetic at times and even tries to reveal some of the good in these insidious techniques, like attempts to woo consumers toward more green products, but he also rightfully raises concerns over privacy and reach.
The book focuses on a different aspect of marketing in each chapter and the style and tone remain light, even as Lindstrom reminds us of how the flat where George Orwell wrote 1984 now has 32 closed-circuit cameras mounted within 200 yards of it.
While the thrust of the book remains as potent in 2017 as when it was originally published in 2011, some of the observations are bound to raise a few eyebrows just six years later (likely in dismay):
On the male side, there are colognes attached to the famous names Justin Timberlake, David Beckham, Usher, Tim McGraw, Andre Agassi, and even Donald Trump. “We are confident that men of all ages want to experience some part of Mr. Trump’s passion and taste for luxury,” said Aramis president Fabrice Weber.25 Actually, it appears they don’t. In one of the few cases where putting a celebrity name on a product didn’t work, a few years after it hit the shelves, according to one gimlet-eyed blogger, Donald Trump for Men could be found on clearance at T. J. Maxx for $8, down from $48.
Brandwashed is an easy recommendation for anyone wondering just how far companies will go to get us to buy their stuff (which is a lot further than most probably imagine).