Absolut provides a rare behind-the-scenes look into the Madison Avenue minds who are able to manipulate the critical faculties of America as surely as if we'd all downed a double shot straight up. In short, the book details how advertisers were able to fabricate a brand out of a product that consumers could not distinguish from the competition in taste tests. getAbstract.com recommends this immensely enjoyable book as must reading for advertising and marketing professionals, and to anyone interested in understanding how advertisers manipulate consumer tastes.
In this summary, you will learn
- The history of Absolut vodka;
- How an international marketing machine created a successful brand out of a product with no distinguishing characteristics, and
- How an aggressive marketing campaign targeted at a few cultural hubs can create a craze for a product.
About the Author
Carl Hamilton is television host of the critically acclaimed show, Dilemma. A political commentator, he is also a columnist for Scandinavia's largest newspaper.