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The world is more branded than ever before: Americans encounter anywhere between 3,000 and 5,000 ads a day, and increasingly brands vie for our attention from insidious angles that target our emotional responses (scent, taste, sound, and touch). In an ever-faster, more competitive global landscape, branding, or identity-making, has begun to replace the research and development of yore.
From the fertile crescent of branding (Cincinnati) to the laboratories of sensory specialists (musicologists, and “noses”), Lucas Conley investigates the phenomenon of rampant commercialism (often backed by little substance), offering an illuminating portrait of an age of obsession.
- Sales Rank: #4812680 in Books
- Published on: 2009-06-02
- Released on: 2009-06-01
- Format: Bargain Price
- Number of items: 1
- Dimensions: .70" h x 5.10" w x 8.00" l,
- Binding: Paperback
- 240 pages
From Publishers Weekly
Journalist Conley examines the implications of brand-centric marketing in an incisive investigation that illustrates how defenseless consumers are against advertising—on any given day, they are assaulted by 3,000 to 5,000 ads and branding stratagems that subtly dictate every aspect of their lives. Harnessing scientific innovations, branding has become increasing insidious—whether it is the Xbox audio logo or Southwest Airlines' incorporation of the fasten seatbelt sound in their marketing campaign—consumers are being conditioned to think in brands. Beyond ad creep and product placement in entertainment programming, viral and word of mouth (WOM) marketing now make even personal recommendations suspect. According to Conley, 1% of American children and 7% of mothers are compensated for participating in WOM marketing. Even social policy is being corrupted—the author asserts that public branding initiatives such as post-Katrina New Orleans' allocation of public funds toward refurbishing its Mardi Gras City image rather than addressing its safety issues shifts resources away from problem-solving in favor of perception. Conley's perspective on branding's encroachment into social areas is as alarming as it is stimulating. (June)
Copyright � Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"Boston Globe," August 3, 2008
"Tartly written.... [Obsessive Branding Disorder] is instructive, even entertaining.... Conley is a keen observer and a trenchant critic.... [A] timely call to arms."
"There's nothing more powerful in business than a truly original idea or a new product that kicks butt--innovations that speak for themselves. But most companies have neither original ideas nor exciting products--which is why they rely on increasingly desperate marketing tactics to attract attention. Lucas Conley offers a stinging and hilarious take on a world in which brands have gotten out of hand. Business is simply too important for us to put up with the scourge of obsessive branding disorder. This book is the cure for what ails us." -- William Taylor, founding editor of Fast Company Magazine and coauthor of Mavericks at Work
Andrew Keen, author of THE CULT OF THE AMATEUR: How Today's Internet is Killing Our Culture
"Lucas Conley has exposed how the ubiquity of advertising assaults us in today's always-on society. While products and innovation suffer, the cacophony grows. As both a parent and a media critic this is the most important book I've read on the dangers of our brand-obsessed culture. We all have a responsibility to read this book."
Rohit Bhargava, SVP, Ogilvy Digital Strategy & Marketing and author of Personality Not Included
"Contrary to what most marketers would have you believe, better branding is not always the answer. Lucas Conley brilliantly examines our branding obsessed age and offers an urgent call for a return to innovation, authenticity and quality every business should heed."
Douglas Rushkoff, author of Get Back in the Box
“The disease is real. Here's a cure.”
Boston Globe, August 3, 2008
“Tartly written…. [Obsessive Branding Disorder] is instructive, even entertaining…. Conley is a keen observer and a trenchant critic…. [A] timely call to arms.”
About the Author
Lucas Conley, who began his career at The Atlantic Monthly, is a contributing writer for Fast Company. His work has appeared in The Boston Globe and ESPN: The Magazine, among other publications. Obsessive Branding Disorder is his first book. He lives in Santa Fe, New Mexico.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Mind blowing book
By Gilbert
Wanna learn some marketing schemes, read this book and you be amazed to the world of marketing and how it functions.
1 of 2 people found the following review helpful.
More fluff than substance
By James M. Rabidue
The book was well written and somewhat entertaining. It was interesting for the first couple chapters, then went downhill quick. The biggest drawback was that the substance of the book feel off after the first couple chapters. After that, it was a lot of rehashing the same stuff. Not a bad book, just not a great one.
12 of 12 people found the following review helpful.
Conley's little book on the use and abuse of branding to sell products and services.
By Jeff Lippincott
This was a great book. It was short (only 200 pages), but the type was small and the margins were reasonable. It's an investigative piece. The author is not a marketing expert or a writer trying to promote a marketing firm or whatever. This is a simple book that explores the status of marketing today. It questions whether the US culture has become obsessed with brands rather than quality products and new improved products.
The author says at some point that he was thoroughly amused by the extreme examples of branding he saw. And he believes the world is cheapened when EVERYONE sees it with a marketer's eye. I agree. But this book is good because it points out that branding is used AND ABUSED as a tool to sell goods and services today. A lot more use and a lot less abuse would be good!
This book informs us that successful marketers today create loyal customers who are lazy minded and don't think much before they buy. They just stick to the brand that they have learned to trust and believe in. Once a company creates a successful brand, then they milk it for all it's worth.
This book has an introduction and 9 chapters. Examine the Search Inside material provided by Amazon to see the chapter titles. I thought the book was written well and well outlined. 5 stars!
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