The book exposes how brands manipulate consumers, starting from infancy, and provides insights into corporate branding efforts. Lindstrom's expertise offers a unique perspective on the power of branding.
The book takes a consumerist viewpoint, revealing how brands influence and control our lives from an early age. Lindstrom, with his extensive experience in branding, provides a compelling case of how branding begins in the womb and continues to shape our preferences. The book is particularly insightful when it delves into specific corporate branding efforts, such as the creation of the Calvin Klein fragrance Euphoria. Lindstrom's detailed accounts of focus groups and testing processes highlight the meticulous efforts companies undertake to create and market their products. The book effectively illustrates the power of branding and its impact on consumer behavior.
Quick quotes
Lindstrom makes the case that branding begins in the womb
sounds and tastes the mother experiences are shared by the growing baby and can dramatically affect preferences and behavior after birth.
The branding assault commences in full once infants start experiencing the world around them.
The fragrance was then further refined by taking female subjects into a dark maze of rooms where they could experience variations of the scent in complete isolation.