Summary of Absolut

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Rating

8 Overall

7 Applicability

9 Innovation

9 Style


Recommendation

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.

 

Summary

Absolut Madness?
Good marketing, like good liquor, blurs reality's wrinkles. How fitting then that the apotheosis of promotion is to be found in the alcoholic beverage industry, where reality has a way of becoming less and less important as the night wears on. After all, taste is subjective...

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