A reflection on the profession and personal life of a professional marketing master

It's not a book of marketing, is not a can let you instantly quit all kinds of brand dependence of the guidebook, you can understand that this is a professional marketing master of his commitment to the industry and their own personal life reflection, as the author said, and then the Great marketing master, the first is a consumer. Is that consumers can not come to all kinds of brand strategy and business planning erosion, after all, true gold and silver is not a joke.

But we are not helpless, at least we can do a "slightly" sober consumers, in the face of various temptations and choices to maintain a "vague" calm, do not be sold still help others count money.

Basically the various routines are as follows:

No1: from the doll!

Yes, the sooner the better, basically not yet out of the womb, in the womb, various "brainwashing" has begun.

No2: Fear Marketing.

Tell TA, if not do, you will lose the amount of XX, than tell TA if you do will save XX amount to be effective many.

Although, mathematically speaking is the same.

But when people have fear in their hearts, everything will change.

This applies not only to marketing, but also to negotiating skills.

After reading the book that day to try, the effect is significant.

People tend to cling to what they already have, or to feel that they already have.

No3: Sexual cues.

This does not say, oneself see, look around certainly can see all sorts of ...

No4: Peer pressure.

This looks more complicated, the word read: Chai.

In fact, it is in the mind that everyone needs to identify, do not want to be excluded from the group a reason.

We modify, adjust, and confirm our actions by observing and judging the behavior of others.

Simple point, Taobao praise is the case, of course, there are all kinds of stars Ah, drill Ah!

N5: Nostalgic marketing.

This is also the extension of psychology, the best time is always the past.

Today, too much trouble;

In the future, there are still many troubles;

Only the past can not be copied and can not go back, more importantly-in order to better live, our brain will beautify the past moments, our brain through countless generations of evolution will gradually forget the pain, deepen those beautiful.

So, retro is a trend that never goes out of fashion.

Like Woody Allen's films, he misses the Hemingway-era Paris, a time when the Golden Age of Paris was considered the the 1920s.

No6: Selling hope.

The vision of the future is often the main reason to support our lives, even it can let us endure the various unbearable and desolate, as long as-I have a better future.

So, we've seen a lot of selling hope marketing, such as gyms, like diet pills.

We tend to pay for that beautiful future in our hearts,

We think we bought a gym card and we'll have a good figure in the future,

In the same way, we'll see countless big-bellied men or girls with hemp-pole boyfriends, thinking that a half-naked, brawny endorsement of AF can make things different, at least in the mind.

After all, the more unbearable the reality, the more we will reduce the number of mirrors.

No7: Digitizing every act.

This is well understood, although Google advertised itself not to do evil, but when all kinds of technology applied to business, ultimately under the pressure of management, this utopian vision can only be diluted by the reality, more and more light.

So, in the browser where you look at this book review, you'll see a variety of "custom" ads,

Their source, not a marketing expert's guess, is the keyword you searched for every day.

No8: Acquaintances recommended.

We tend to align ourselves with the people or heroes we adore.

At least it's getting closer to our idol, so many marketing companies are using it more and more to communicate with customers: Opinion leaders and Kol.

Whether it is your acquaintance friends, or you admire the people, even those you do not know the micro-broad, watercress red, is more and more marketing companies concerned. This has been repeatedly used in Sina Weibo.

A little reflection may not change the world, but it will keep us alive and clear.

Even if you continue to choose to be fooled by all kinds of marketing, it is painful and enjoyable to be washed.

For years I've been putting myself under a terrible situation. I have been to five or six war zones in the Middle East, including Pakistan and Afghanistan, hoping to find the exact location of bin; I also worked as a miner in West Virginia and tried to spend one months in my cell in a Siamese dress. In my own self-directed movie, "Super Size Me," I spent all day in hamburgers, French fries and soda, until finally I was fat like a ball, got fatty liver, the body's cholesterol content is too far away from death.

But what I'm trying to make clear is that these experiences don't really pave the way for my advertising and marketing career-nothing to do with prisons, black soot, nothing to do with the mountains in Afghanistan, and the "McDonald's stature" in the mirror.

My latest movie, "Pom Soda", recommends that the best ever movie (Pom Wonderful presents:the greatest Movie Ever Sold) is a documentary about how companies have racked their brains to expose their brands to the audience. -It happened that I was financing the film by looking for brand sponsorship. (Finally, I contacted about 600 brands, most of them politely refused me, and finally only 22 agreed to invest in my film.) I have this kind of situation when I make every movie, and all I want is some openness and transparency. It's the information age now, isn't it? is openness and transparency not the most critical issue of our day?

My goal in making the POM soda recommendation is to make it possible for you and me and everyone in the world to realize how much we are being marketed and how many brands have captured the brain every second. After all, even when men urinate in the toilet at the mall, they have to aim at the "Spider-Man 6" floating block in the urinal, and you can't avoid the ubiquitous brand world. Sit on your Toyota Scion LC; turn up the volume on the Apple ipod, and through the GRIFFI itrip FM Transmitter, you can also use the radio in your car to listen to the songs in your ipod; Wearing your Dockers jeans and the Nike Air Force sneakers. Be bewildered by billboards on the freeway: Rogers Restaurant, Taco Bell Restaurant, KFC, Papa Gino ' Pisa, Holiday Inn, inn hotel, Marriott's Courtyard hotel, Shell Oil, and ... You probably know why I'm doing this movie, don't you? There was a scene where I asked Consumer rights Protector Nader (Ralph Nader) How I could avoid all the marketing and advertising bombings. "Sleep," he told me. That was a frustrating moment.

How did I get to know Martin Linstrom (Martin Lindstrom) and this amazing work in your hands?

The first time I saw Martin was when he agreed to appear in my movie. I read his last book, "Buy," which explores the "hot spots" in our brains that stimulate buying desires, from Harley-Davidson to Corona Beer, making me think he's a funny, creative person. buyology As a global marketing guru, Martin works with many brands, including Coca-Cola, Disney, and Microsoft. He is also a consumer who realizes he is "controlled" by advertisers and brands. Martin had been very clear about what he "knew" and what he "really understood". I hope you understand what I mean.

In this book, Martin pulls the curtains and reveals to us how advertisers and brands make us feel that if we don't buy a new ipad, a new brand of deodorant or stroller seems to be missing something, becoming stupid or not up to date, and the price of these things is equivalent to the monthly loan of your city apartment. Like my documentary, he wants to show the "underground World" of marketing and advertising. Only he has this unique advantage, he is a real connoisseur. Martin took us to conferences around the world, talking to advertisers, marketing executives and the industry. He joked about a lot of wonderful "war stories," some of which were personal experiences.

In this book, Martin shows us the most despicable tactics and tricks marketers use to make us pay: such as scaring us, reminding us of the vague memories of our old days (which never existed), and using peer pressure to make us feel that if we don't do what other people do or don't buy what other people buy, We will be abandoned by society, using sexual factors to sell us perfume and men's underwear; pay a big price for a celebrity to endorse bottled water, or let them sit in the front row (wearing 300-dollar jeans) in a fashion show, and inject magic into our food and drink, claiming to take us to a paradise or a legs. ...... These cases are only a small part of the book.

Martin also launched a reality TV show called The Morgensons, who tested the validity of Word-of-mouth marketing recommendations for a real family in Southern California. (It's appealing, but it's scary to think that the young couple are really hired to do marketing undercover and they live in the next block.) As for my movies and his books, we all have a common goal: to get consumers--both you and me--to understand the rules of the game. We are aware when we are deceived or controlled, and can fight back, or at least avoid, that is to say, we all assume there is a hiding place.

Now, since I've made it so straightforward, you're probably going to say to yourself, "Well, Morgan seems to like the book, and he's never going to brag about hitting me, so this book is worth reading, right?" "Well, guess what, you're already hooked-and not just a marketing scam that you can read in this book."

However, in this case, I said is true: "Brand brainwashing" and Martin Linstrom will definitely let you shock. Do not believe my words completely, read down, feel.

Wen/Fang Tu June