Мартин Линдстром - Вынос мозга!

А сейчас я прощаюсь с вами и напоследок хочу поделиться еще одним соображением. К лучшему или к худшему, через год после моей брендовой детоксикации, я все еще не могу примириться с тем, насколько сильно я зависел (и до сих пор завишу) от тех торговых марок, которые мне нравятся и которыми я пользуюсь – от бритвы Gillette Fusion и увлажняющего крема Clarins, который я наношу на кожу лица после долгого полета, до Pepsi в своем холодильнике.

Неудавшаяся детоксикация помогла мне открыть глаза на то, что я не только маркетолог, но и потребитель, как и все. Так я понял, что есть несколько брендов, без которых я не могу жить; эти бренды определяют, кто я есть и кем хочу быть. Надеюсь, моя книга подобным образом поможет вам понять ваши собственные сложные отношения с брендами, и что она научит вас разбираться, когда вами манипулируют, а когда нет.

Кстати, я до сих пор ♥ Кипр.

Введение

1. www.enough.org.uk.

Глава 1. Покупай, детка, покупай

1. Huotilainen Minna. Fotal Learning: A Bridge over Birth / URL: http://www.edu.helsinki.fi/lapsetkertovat/lapset/In_English/Huotilainen.pdf.

2. Hepper P. G. Fetal Memory: Does It Exist? What Does It Do? // Acta Paediatrica Supplement 416:16–20. – URL: http://www.cirp.org/library/psych/hepper1/#n29.

3. Children Whose Mothers Smoked During Pregnancy and Early Childhood More Likely to Smoke as Adults // Science Daily. – 2009. – May 21. – URL: http://www.sciencedaily.com/releases/2009/05/090519134657.htm.

4. Oken Emily, Taveras Elsie M., Kleinman Ken P., Rich-Edwards Janet W., Gillman Matthew W. Weight Gain in Pregnancy Linked to Overweight in Kids // American Journal of Obstetrics & Gynecology. – 2007. – April.

5. Pregnant Mother’s Diet Impacts Infant’s Sense of Smell, Alters Brain Development // Science Daily. – 2010. – December 6. – URL: http://www.sciencedaily.com/releases/2010/12/101201095559.htm.

6. Children Whose Mothers Smoked During Pregnancy and Early Childhood More Likely to Smoke as Adults // Science Daily. – 2009. – May 21. – URL: http://www.sciencedaily.com/releases/2009/05/090519134657.htm.

7. Mennella J. A., Jagnow C. P., Beauchamp G. K. Prenatal and Postnatal Flavor Learning by Human Infants // Pediatrics 107(2001). – no 6: E88.

8. Paul Annie Murphy. Origins: How the Nine Months Before Birth Shape the Rest of Our Lives. – New York: Free Press, 2010.

9. Veracity Dani. Child-Centered Marketing Causing Kids to Carry Unhealthy Food Habits into Adulthood // Natural News. – 2006. – October 30. – URL: http://www.naturalnews.com/020920.html.

10. Zimmerman F. J., Christakis D. A., Meltzoff A. N. Television and DVD/Video Viewing in Children Younger Than Two Years / Archives of Pediatric & Adolescent Medicine 161, 15 (2007): 473–479.

11. McNeal J., Yeh C. Born to Shop // American Demographics. – 1993. – June. – Рp. 34–39.

12. Perez Lina, Vasile Victoria. Kids’ Opinions Hold Sway / Kids Today. – 2007. – March 1. – URL: www.kidstodayonline.com/article/518854-Kids_opinions_hold_sway.php.

13. Meltzoff Andrew. Imitation of Televised Models by Infants / Child Development 59 (1998): 1221–29. – URL: http://ilabs.washington.edu/meltzoff/pdf/88Meltzoff_TVimit_ChildDev.pd.

14. Mozen Alan. Cartoon Characters Sell Kids on Unhealthy Foods / U.S. News and World Report. – 2010. – June 21. – URL: http://www.health.usnews.com/health-news/diet-fitness/diet/articles/2010/06/21/cartoon-characters-sell-kids-on-unhealthy-foods.html.

15. Robinson Thomas N., Borzekowski Dina L. G., Matheson Donna M., Kraemer Helena C. Effects of Fast Food Branding on Young Children’s Taste Preferences / Stanford Archives of Pediatric and Adolescent Medicine 161. – 2007. – № 8. – P. 792–797. – URL: http://www.ncbi.nlm.nih.gov/pubmed/17679662.

16. Rushkoff Douglas. Coercion: Why We Listen to What They Say. – New York: Riverhead Press, 2000. – Р. 197.

17. Schor Julie. Born to Buy. – New York: Scribner, 2007.

18. What Kids Know: McDonald’s, Toyota, Disney // ABC News. – 2010. – April 12. – URL: http://abcnews.go.com/Business/kids-mcdonalds-toyota-disney/story?id=10333145.

19. Richtel Matt. In Online Games, a Path to Young Consumers // New York Times. – 2011. – April 21.

20. Pearce Tralee. Cashing In on Preteen Puberty // Globe and Mail. – 2007. – November 13. – URL: http://www.theglobeandmail.com/life/article797684.ece.

21. Quenqua Douglas. Graduating from Lip Smackers // New York Times. – 2010. – April 28. – URL: http://www.nytimes.com/2010/04/29/fashion-29tween.html.

22. Orenstein Peggy. Cinderella Ate My Daughter. – New York: HarperCollins, 2011. – Р. 82.

23. Ibid.

24. Newman Andrew Adam. Depilatory Market Moves Far Beyond the Short-Shorts Wearers // New York Times. – 2007. – September 14. – URL: http://www.nytimes.com/2007/09/14/business/media/14adco.html?_r=1&ref=media.

25. Kanner Allan D. Globalization and the Return of Childhood / Tikkun. – 2005. – September/October. – URL: http://www.tikkun.org/article.php/Kanner-Globalization.

26. Baulerine Valerie. Gatorade’s ‘Mission’: Sell More Drinks // Wall Street Journal. – 2010. – September 13. – URL: http://online.wsj.com/article/SB10001424052748703466704575489673244784924.html.

27. Ibid.

28. Tunes Ad. BP British Petroleum ‘Say Hey’ TV Commercial Music / URL: http://adtunes.com/forums/showthread.php?t=87309.

29. Телевизионная реклама Porsche 911. – URL: http://www.youtube.com/watch?v=7sWPHKU1XZU.

30. Reiter Chris. BMW Sleds, Mercedes for Kids Battle $13,000 Audi on Santa List // Bloomberg News. – 2010. – November 20. – URL: http://www.bloomberg.com/news/2010-11-23/bmw-sleds-mercedes-for-kids-battle-13-000-audi-toy-on-luxury-santa-list.html.

31. Linn Allison. Starbucks Rethinks Stance on Young Customers // msnbc.com. – 2007. – September 10. – URL: http://www.msnbc.msn.com/id/20608492/ns/business-consumer_news.

32. Шелл Эллен Руппел. Голодный ген. – М.: Амфора, 2004.

33. Moore Elizabeth S., Wilkie William L., Jutz Richard J. Passing the Torch: Intergenerational Influences as a Source of Brand Equity // Journal of Marketing 66. – 2002. – April 17–31. – URL: http://warrington.ufl.edu/mkt/docs/lutz/PassingtheTorch.pdf.

34. Mittal Banwari, Royne Marla B. Consuming as a Family: Modes of Intergenerational Influence on Young Adults // Journal of Consumer Behaviour 9. – July/August 2010. – № 4. P. 239–257.

35. Temkin Bruce. Apple’s Newest Strategy: Influential Bundling / Consumer Experience Matters. – 2008. – August 25. – URL: http://experiencematters.wordpress.com/2008/08/25/apples-strategy-influential-bundling.

Глава 2. Лучшие продавцы – паника и паранойя

1. Report: U.S. Hand Sanitizers Market to Exceed $402M by 2015 / Occupational Health and Safety. – 2010. – June 14. – URL: http://ohsonline.com/articles/2010/06/14/us-hand-sanitizers-market-will-grasp-millions.aspx.

2. Todd Susan. Hand Sanitizer Brings Big Profit for Johnson and Johnson // Star-Ledger. – 2010. – February 14. – URL: www.nj.com/business/index.ssf/2010/02/hand_sanitizer_brings_big_prof_.htm.

3. Alazraki Melly. Swine Flu Lifts Sales of Purell Sanitizer, Clorox Wipes, Other Consumer Products / Daily Finance. – 2009. – November 5; http://www.dailyfinance.com/story/company-news/swine-flu-boosts-sales-of-purrell-santizer-clorox-wipes-other/19222737/.

4. См. страницу Know the Facts на сайте компании Purell: URL: http://www.purell.com/page.jhtml?id=/purell/include/facts.inc.

5. Whitehead Jennifer. UK Brands Lag Behind US Counterparts in Response to Swine Flu // Brand Republic. – 2009. – April 30. – URL: http://www.brandrepublic.com/bulletin/brandrepublicnewsbulletin/article/902174/UK-brands-lag-behind-US-counterparts-response-swine-flu/?DCMP=EMC-DailyNewsBulletin.

6. См. URL: http://www.kleenex.com/FacialTissues.aspx.

7. Marketers Already Aiming at Swine Flu Ads // Radio Broadcast News. – 2009. – April 30. – URL: http: www.rbr.com/media-news/advertising/14311.html.

8. См. URL: http://www.restockit.com.

9. Starling Shane. Kellogg’s Settles Rice Krispies Immunity Claims Dispute // Nutra Ingredients USA. – 2010. – January 5. – http://www.nutraingredients-usa.com/Regulation/Kellogg-s-settles-Rice-Krispies-immunity-claims-dispute.

10. Пресс-релиз Kellogg Company от 3 ноября 2009 г.; URL: http://www.reuters.com/article/pressRelease/idUS199098+04-Nov-2009+PRN20091104.

11. См. URL: http://www.safeeggs.com.

12. Hougland Mandy. Forecast Calls for Sales / Retailing Today. – 2007. – October/ November. – URL: http://www.wxtrends.com/files/retailnews15.pdf.

13. Wal-Mart Praised for Hurricane Katrina Response Efforts // NewsMax. – 2005. – September 2. – URL: http://archive.newsmax.com/archives/ic/2005/9/6/164525.shtml.

14. Read Max. Americans: Afraid of Freemasons, Canada, Alex Rodriguez / Gawker. – 2010. – March 24. – URL: http://gawker.com/5500661/americans-afraid-of-freemasons-canada-alex-rodriguez.

15. Keim Brandon. That Nearly Scared Me to Death! Let’s Do It Again // Wired. – 2007. – October 31. – URL: http://www.wired.com/science/discoveries/news/2007/10/fear_neurology.

16. Dzierzak Lou. Factoring Fear: What Scares Us and Why / Scientific American. – 2008. – October 27. – URL: http://www.scientificamerican.com/article.cfm?id=factoring-fear-what-scares.

17. The Four-Letter Word in Advertising: Fear / Ai InSite. – 2010. – January 27. – URL: http://www.insite.artinstitutes.edu/the-fourletter-word-in-advertising-fear-20072.aspx.

18. Dzierzak Lou. Factoring Fear: What Scares Us and Why / Scientific American. – 2008. – October 27. – URL: http://www.scientificamerican.com/article.cfm?id=factoring-fear-what-scares.

19. Begley Sharon. The Roots of Fear // Newsweek. – 2007. – December 24.

20. Ibid.

21. Political Fear Mongering and Why It Works / Daily Kos. – 2010. – October 24. – URL: http://www.dailykos.com/story/2010/10/24/75819/005.

22. White Kim. Putting the Fear Back into Fear Appeals: The Extended Parallel Process Model / Communication Monographs 59 (December 1992): 329–349. – URL: https://www.msu.edu/~wittek/fearback.htm.

23. Реклама зубной щетки Aquafresh 1994 года; URL: http://www.youtube.com/watch?v=V42QI4r8fWU.

24. Fear Is Stronger Than Hope for Worriers Trying to Get Fit, Says Researchers / press release, University of Bath. – 2007. – November 27. – URL: http://www.bath.ac.uk/news/2007/11/27/gym-fear.html.

25. Copeland Libby. The Cure for Your Fugly Armpits // Slate. – 2011. – April 14. – URL: http://www.slate.com/id/2291205/.

26. Klara Robert. Caution: Fear Mongering May Be Hazardous to Your Brand // Brandweek. – 2009. – December 9. – URL: http://www.brandweek.com/bw/content_display/current-issue/e3i75b60f5d014806b03410001d22a9e74e.