Everything You Want: Understanding Consumers, Brands and Communications

Everything You Want: Understanding Consumers, Brands and Communications

by Jennifer Wood, Barney Allan
     
 

Everything You Want is a provocative guide to consumers, brands and marketing communication designed to help marketers unlock the secrets of the new branded consumer. Jennifer Wood and Barney Allan take a close look at the widening gap between consumer fact - our own experience of shopping - and brand fiction, the clever garbage that copywriters want

Overview

Everything You Want is a provocative guide to consumers, brands and marketing communication designed to help marketers unlock the secrets of the new branded consumer. Jennifer Wood and Barney Allan take a close look at the widening gap between consumer fact - our own experience of shopping - and brand fiction, the clever garbage that copywriters want you to believe about branded products and values.

Consuming and consumer marketing increasingly dominate our culture and shape our lives. Never before has our relationship with the market been so intense and intimate. Brands run through our veins; logos are part of everyday life; we have all become expert at reading even the most subtle and ironic of adverts.

Describing the invention of shopping and the rise of the branded consumer, Everything You Want shows how brand marketing has shaped consumers’ perceptions, behaviour and identity. Wood and Allan look at what’s behind and beyond traditional brand ‘promises’ and question corporate efforts to co-opt our own values and ethics in the service of marketing.

British advertising and brand design is recognized as among t he best in the world. Everything You Want not only shows you how it’s done, it questions what it is doing to us, and suggests ways of doing it better.

Everything You Want explores new and effective ways of marketing that more honestly represent products, marketers and consumers. This groundbreaking approach makes for essential reading for marketing people as well as anyone who wants to know more about the media/marketing dominated universe we inhabit.

Editorial Reviews

From the Publisher
"…a challenging analysis of the paradoxes of consumerism written by two insiders…Wow…" (The Write Effect, 23 June 2003)

"…demonstrates how branding has infiltrated our lives…this novel look at consumer marketing refreshing…" (Marketing, 2 October 2003)

Product Details

ISBN-13:
9781841120195
Publisher:
Wiley
Publication date:
07/11/2003
Pages:
192
Product dimensions:
6.14(w) x 9.21(h) x 0.63(d)

Meet the Author

JENNIFER WOOD and BARNEY ALLAN are partners in the marketing copywriting agency, Wood. Their work ranges from writing basic copy for leaflets to brand design and inspiration for some of the world’s best companies, including The Big Issue, Homebase, Jaguar Cars, Austin Reed, Sainsbury’s, Lego and Fitch London.

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