Brand Over Brain
Brands help us assign value to almost everything we buy. But is there a way to know the difference between real and created value? These TED speakers explore the seductive power of brands. http://apple.co/1LdpNyg
- •Why do we like what we like? We have a great appreciation for the story of an object: http://n.pr/1iyhxVYWhy do we like an original painting better than a perfect forgery? Psychologist Paul Bloom argues that our beliefs about the history of an object change how we experience it.
- •What’s the difference between real and perceived value? http://n.pr/1joRxBnMarketer Rory Sutherland says advertising adds value to a product by changing our perception, rather than the product itself. He says perceived value can be just as satisfying as what we consider "real" value.
- •Can brand create authenticity? http://n.pr/1mIaGl1Customers want to feel what they buy is authentic, but consultant Joseph Pine says creating "real" authenticity is a challenge.
- •Morgan Spurlock's quest to create the greatest movie ever sold: http://n.pr/SHQOS0Filmmaker Morgan Spurlock dives into the mysterious but influential world of brand marketing, on his quest to make a completely sponsored film about sponsorship.