Presently, I am reading this brilliant book called ‘Brandwashed’ by Martin Lindstrom, which was released last year. The Foreward in the book is by Morgan Spurlock (Super Size Me) who encouraged me, to watch his film, that I had not seen yet. ‘The Greatest Movie Ever Sold’ is genius. A documentary film about product placement, marketing and advertising which was reportedly itself financed through the ‘actual’ products in the film, namely POM (pomegranate juice), jetBlue Airways, Hyatt, Amy’s Frozen Pizza, Mini, Ban Deodorant and a few others, around 22 in total to make this (USD) 1.5 million dollar film. Visability is credibility, after all. Morgan’s wish is to educate the consumer about the psychology of marketing, through the brands, that accept the challenge to be transparent, which really appeals to me. We live in a world of information and everyone chooses a different brand personality. Yeah. Have you ever tried to brand detox? Difficult. Or not?
When I buy something, it needs to appeal to me in terms of aesthetics. Labels, colour, shape, size, smell, text. Branding. A book that I read a decade ago springs to mind called ‘No Logo’ by Naomi Klein.
NAOMI KLEIN is a Canadian author and social activist known for her political analyses and criticism of corporate globalization. She pays special attention to the deeds and misdeeds of Nike, The Gap, McDonald’s, Shell, and Microsoft. We all know, buy and love those brands don’t we? So, when thinking about the name of my next play, it matters. Yesterday I made a decision, after many hours of pondering what works and what doesn’t. Working as a writer is a solitary experience, so it is thrilling, when ideas make sense. The characters are in development, the storyline has it’s own life, already. By the way, I buy Allpress, Griffins, Anchor, WORLD and NO magazine.
“Brands today are totally scared about standing out – my mantra is if you haven’t offended anyone, you haven’t done your work. ” – excerpt from ‘Brandwashed’, Martin Lindstrom, Author