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Revue de presse
-Steven Levitt, Professor of Economics at the University of Chicago and bestselling author of Freakonomics
-“If you buy products, you need to read this book. It's really that simple.”
- Tom Rath, New York Times Bestselling author of StrengthFinder 2.0 and How Full is Your Bucket
"If you want to learn to cut through marketers' phoney health and wellness claims and make smarter decisions - about both your body and your money - you need to read this eye-opening book."
-Dr Oz, bestselling author of YOU: The Owner's Manual health series.
“Parents of small children who read this book will cringe (while lunging for the power button on the computer). Savvy marketers will take notes.”
"A fascinating read. ...Given just how marketing-saturated our culture has gotten, Lindstrom's book argues convincingly that no one should view himself or herself as a rational actor. It's worth thinking about the next time you walk out of Best Buy in a daze, having no idea what the heck you just spent $600 on.
-The Boston Globe.
“I am fascinated and empowered by Martin’s work, both as a business woman and as an individual consumer trying to buy smarter! Martin has changed the way I view brands and consumer behaviors. Very enlightening!"
"A crucial bridge between the unconscious mind, the brand that's marketing to you, and the impulse to buy...it's a wake-up call that you can't afford to ignore!"
-- Jean Chatzky, bestselling author of Money 911, Financial Editor NBC Today
“I can’t think of a better tour guide to take us into the black box that is brand marketing. I’ll never look at my favorite brands the same way again!”
- Bill Tancer, bestselling author of Click: What Millions do Online and Why it Matters.
“Martin Lindstrom makes the point that marketing today is about connecting with the consumers emotionally in order for them to participate in the brand. Surely he received some of his inspiration from Priceline.com and “the negotiator.” I found his book insightful and informative.”
-- William Shatner
--Ce texte fait référence à l'édition Relié .
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Meilleurs commentaires des clients
Preuves scientifiques à l’appui, vous découvrirez ainsi comment nous sommes irréversiblement touchés par les messages publicitaires dès notre plus jeune âge, voire in utero ; comment les marques conçoivent leurs produits pour développer accoutumance et addiction ; comment l’effet-réseau met en jeu l’ensemble de nos circuits amicaux et relationnels pour nous encourager à consommer plus encore ; comment notre vie privée qui s’étale désormais au grand jour peut être utilisée pour influencer nos comportements à notre insu.
Surtout, souligne l’auteur, nous sommes le plus souvent complices de cette manipulation. En ce sens, il ne tient qu’à nous de regagner notre libre-arbitre et nous protéger de cette influence omniprésente des marques. Cette prise de conscience en est une première étape.
Une prise de recul amusante et fascinante.
Commentaires client les plus utiles sur Amazon.com (beta)
Instead of recognizing that marketing is a legitimate part of business, Lindstrom too often goes for sensational, breathless prose--ending up sounding like a National Enquirer headline writer instead of someone conveying really new and important information. Our culture *is* too often driven by excessive consumerism, but he sometimes seems to want to "pick on" specific brands he doesn't like rather than sort out acceptable advertising from tricks and gimmicks.
The book reads too often like a marketing piece. Too often he says we'll learn "later" about some great secret he has for us, but this just sounds like one of those junk mail packages selling a book that has all the secrets to health if we just send in 29.95 plus shipping and handling. Then there was his self-promotion, cloying in the way that he seemed to be the only one to see the simple solutions that would save their products. Did you know that it was Lindstrom who, all by himself, helped a soft drink company find exactly the right a*snap* for the sound of opening a soft drink can so that "to this day whenever the sound is played at sponsored events, the manufacturer witnesses an instantaneous uptick in sales." Really? Really? Can we see some clear and verified data?
And speaking of data: the notes section was another disappointment--sources were internet addresses for magazine and newspaper articles, not scientific journals. Worse, much of the "research" he talked about was not sourced at all, and the small size of the groups he referenced in his own work showed it to be more anecdotal evidence than anything that could be characterized as scientific findings. An egregious example of one of these "research" studies was said to reveal that the "average" age of apples in our produce departments is fourteen months. Such an outlandish claim (easily refuted with minimal internet digging) was not footnoted or provided with the basis for the comment.
Another problem with his own research was using fMRI as an almost universal basis of authority. Lindstrom never notes that there remains a great deal of controversy about how much confidence can yet be placed in this tool; instead his comments seem designed to make any study using fMRI somehow even *more* scientific.
In an extended discussion about hand sanitizers and related products, he cites a Lysol comment that says "following proper hygiene routines can help prevent the spread of illness." However, says Lindstrom, this would seem to indicate " their product is the key to good hygiene--and in turn instrumental in staying healthy. Only they can't say that because, well, it would be a lie; in fact, hand sanitizers have not been found, by the CDC or anyone else, to be effective in fighting airborne disease." (page 30)
Here's the problem; airborne disease is not what hand sanitizers are purporting to address and the CDC *does* cite the effectiveness of hand washing in fighting much illness. ("Did you know that the very simple activity of frequent handwashing has the potential to save more lives than any single vaccine or medical intervention?" from the CDC's own site, <...> )
Sadly, it appears that Lindstrom the marketer has done his own "distorting" of the facts, just as his subtitle accuses other marketers. Finding these overt misrepresentations brings under suspicion much of the rest of his material.
I do not disagree with the premise that companies are using tricks and manipulation to push us into inappropriate buying decisions, and there is a need for people to be aware of what they are subjected to on a daily basis. However, this is not the book to get clear information on the problems in marketing today.
Even Lindstrom's last chapter, the one that really says the most about our buying decision processes--is unsurprising in our keeping-up-with-the-Joneses culture. An attractive, upper middle class, popular and successful, suburban family is enlisted to talk up brands. If there is a neighborhood barbecue, Dad talks about his great new grill. The kids praise their athletic shoes and Mom runs on and on about clothing, accessories and all kinds of items for the home. Result? Their neighbors often buy what has been "advertised"to them by their friends. Wow, we didn't know that people are influenced by their peers?
I don't want to be judgmental about the family (although I really wondered about a neighborhood where women might actually sit around and spend so very much time just on "stuff"), but it seems as though much of the "manipulation" we endure is really self-inflicted. Sadly, Brandwashed never discusses how we might best address our own proclivities that allow us to be manipulated, another gap that drops this book to only one star.
I see that an earlier reviewer (C. MacPhail) has already made reference to this and has a few examples with which I agree. There were several others that struck me was I was reading, but none more starkly than in Chapter 5 (p. 122 of the advance version I have) where he discusses a study in which women were given what looked to be designer sunglasses and asked to take a math test, self-graded on the honor system, in which they received cash awards. The women who were told that the designer sunglasses were fake were more likely to cheat on grading their tests and take more money. The author of the study he reports on concluded from this that "wearing counterfeit glasses...undermines our internal sense of authenticity. 'Faking it' makes us feel like phonies and cheaters on the inside."
Or, perhaps, people who think they have been given something truly valuable feel an obligation to the giver that makes it more difficult to cheat them out of money. Or maybe their internal "greed" quotient is satisfied and they don't need cash on top of swag. That being given a single counterfeit item makes cheaters of people is only one possible conclusion here, and either the researchers or Lindstrom aren't considering/presenting other possibilities.
Many parts of the book were interesting, certainly, and the book is overall pretty well written. It was this example and others like it throughout the book that made me wonder if I was getting the whole story...or if the message was being polished and glossed, like some of the products described, to make it seem more cohesive and informed than it really is.
If not for this element, I would probably have given the book four stars. Overall, I did enjoy it, even though I found some of the author's own work morally dubious. (Hiring people to shill products to their friends doesn't really speak highly of the payor or the payee. I guess the marketing world hasn't created much by way of an ethics code governing human subject research.) But that element is a pretty major detractor. While there was much in the book that I felt probably could safely be taken on face value, the ones that I thought could not left me uncertain overall.
I love Whole Foods, but after this read, I'm not going to look at them in quite the same way! I found out how they use little tricks like putting veggies in rustic looking boxes to seem as if they are straight from the farm, putting prices on "chalkboards" which actually are preprinted, putting food on ice when it doesn't need to be, to make it look more appealing----even little things like putting their main door to the right, because people that walk counterclockwise through a store spend more---weird! Even the fact that I always like the music they have playing is a result of marketing---they know what their customers like, and play that.
The extent to which we have no privacy on the internet was brought alive to me by this book also. It explained something weird that happened to me just this week. My brother-in-law, who lives upstairs from me, got a catalog in the mail from a handbag company. He wouldn't know a handbag if it hit him in the face, but the particular brand was one I like, although can't afford. I have, however, browsed their web site and bought some used bags on ebay. Now that I know that such internet activity can be tracked by I.P. address, it all made sense---our internet for the house is in his name, and they decided he'd be a prime buyer. Wow. Scary.
The author has worked with many companies to hook in buyers. I'm not quite sure why he is giving away their secrets now, but I like it that is he! Take the time to also read the acknowledgments at the end of this book. I felt they gave away a few more secrets---that the book was ghostwritten, that the idea for the book didn't come from the author himself, and that he sneaked in a lot of brand names in the book and acknowledgments, and he had educated me enough in the course of the book to wonder if he was paid for this!
Martin Lindstrom's Brandwashed reveals the ways in which marketers' influence of values and buying decisions. Brandwashed concentrates on describing the various marketing tactics and situations that taken together provide a compendium of consumer based marketing tools and techniques with a superficial discussion of social media.
This book is not a follow-on to Buy ology. It is a restatement of mainstream marketing tools and techniques. Lindstrom's goal is to expose manipulate marketing messages based on our fears, dreams, self-image etc. Lindstrom is a leading market strategist and therefore a leading practitioner of this manipulation and uses this book as a statement of his experience, importance and how clever he is.
Recommended reading for people who want to understand the current state of the practice and companies that are practicing these techniques. Marketing professionals who are already aware of these techniques may pick up some interesting stories but the book reflects industry practice more than industry innovation.
Readers looking for insight into social media marketing will be disappointed as there are brief mentions of social media marketing techniques, but not enough to say that it is a book about social media and marketing, so they will need to look elsewhere for that topic.
Readers looking for a follow-up to Lindstrom's book Buy ology will find that the book is not mentioned until page 185. The book builds on, but it is definitely not a follow-up to Buy ology.
ORGANIZATION OF THE BOOK
Brandwashed is divided into three parts. The first two chapters outline the overall approach to modern marketing and how it shapes buyer values and motivations that start from before birth. These two chapters are helpful and in fact provide much of the information you will learn from Brandwashed.
The next part of the book concentrates on how marketers use fear, addiction, sex, peer pressure, nostalgia, celebrity and health. Each of these chapters concentrates on the rational behind marketing messages along these dimensions, examples of how they work and Lindstrom's thoughts on why they work. The chapters quickly run together since they follow a similar structure and cover techniques we already know.
The final part of the book is two chapters: one on data based marketing and Lindstrom's experiment in direct peer marketing (The Morgenson). The last chapter of the book is the most interesting in concept and idea. It represents an interesting idea and insight that unfortunately is underdeveloped, as it appears to be an appendix to the book. It should have been the first chapter and illustrative basis for the book. As its written, it appears hurried, at a summary level and comes at a time when the reader is looking to finish the book more than restart their thinking about what they have just read.
The book provides an informative and insightful discussion of common marketing tools and techniques. Lindstrom covers the breadth of different ways that marketers seek to influence our buying habits.
Each technique is supported with Lindstrom naming names where he can, mostly referring to publically available information. Often he hints at insider knowledge that he alludes to, but does not divulge that information which is unfortunate.
The discussion is marketing centric, which is a strength, but much of what Lindstrom discusses is also a function of distribution and merchandizing. It would have been great to get more information about these aspects of marketing as that is what gets the product into the field and into our hands.
The book concentrates on marketing messages, tools and techniques aimed at middle class, middle aged, and boomers in the United States. This is good as this is a prime audience, but it is not the only audience.
Lindstrom seeks to build his own brand by bringing you into this secret club. In Brandwashed he is trying to get on your side by taking a conspiratorial tone in his discussion of marketing tools, tricks and techniques. This is ok, once you know it is going on, but if you start thinking `this guy is really smart and it is great that he is letting us see the inside of creepy corporate marketing' then think again.
Lindstrom mentions through out the book that he is an expert who has been hired by leading companies using these techniques. This should be a strength unfortunately Lindstrom frequently teases by saying "sorry I cannot say who" which is a cop out.
Lindstrom is largely silent on the issue of social media and the creation of community based marketing. This is surprising given Lindstrom's frequent reminder that his a leader in this area. If you are reading this book to understand social marketing, you should look elsewhere.
Lindstrom clearly has a strong dislike for two companies Whole Foods and foursquare, the location based social media company. Throughout the book he goes on to point out the contradictions of both of these companies is accurate, but the tone seems out of balance.
Overall, if you have not read about marketing techniques in a long time, then Brandwashed is helpful. However, if you are looking for a book about social media marketing, this is not it.
I would hope that readers of this review will judge it on explaining the two star rating rather than just reacting to the fact that I did not find the book a good follow-on to Buy-ology.
A new wrinkle today is the digital information gathering done via our internet use and those ubiquitous store discount cards. Everytime we make an electronic purchase our information is gathered to become part of our shopping history that`s shared liberally. Recently I typed "potato chips" in a Facebook message and within a few minutes I noticed potato chip ads on the side of my profile page. Creepy stuff.
For the most part Brandwashed is an interesting book, though I learned nothing startling, no insider revelations for me. The reader "learns" about marketing tactics that may or may not be considered trickery, like celebrity endorsements. Chapters detailing example after example of sellers using fear tactics, glowing generalities (empty words with positive connotations), sex appeal, or doctor endorsements contain nothing new. These gimmicks have been used for years.
The author uses a little bit of subliminal suggestion and marketing skills himself with frequent references to his previous book "Buyology, and even suggests that the reader should pick up an e-book copy of that book.
In the last chapter we learn about an elaborate experiment in which a family is "planted" in an upscale neighborhood to see if their friends and neighbors can be influenced by the brand recommendations of this attractive planted family. If you've ever bought something because of a friend's recommendation, then you understand the silliness of this expensive experiment and the obvious conclusions.
I was a little disappointed not to find more about subliminal suggestion, number games, or packaging tricks in "Brandwashed." I like the trick of calling a product new, with the only thing "new" being a smaller package with less product.
Though torn between giving three or four stars, I'm rating this book four stars and forgiving the handful of gaffes in this uncorrected proof.