9:30pm – Thursday, May 17 on ABC1
British television presenter Alex Riley doesn’t get the whole obsession with brands. He’s happy to use a hand-me-down mobile phone and reckons he’s immune to the powerful lure of big name labels. But millions of consumers can’t resist – so how do brands make you buy them, believe in them, and even love them.
After meeting up with brand fanatics, including a man who owns 500 pairs of one particular company’s trainers, Alex interviews the creators of market-leading brands to reveal the tips and tricks that help them sell vast quantities of sportswear, mobile phones and fast food. Will their methods work as well for Brand Alex? From Apple to Burberry, Alex is determined to get under the bonnet to find out the secrets of the superbrands.
In the first episode of this three-part series, Alex learns about the huge sums gambled every day in order to be a technology superbrand contender; why Microsoft spends over nine billion dollars every year to try to develop a hit product, while computer game companies like Sony are willing to lose billions to get their consoles in our living rooms.
Alex also learns how technology format wars are being won with the help of an unlikely ally – the porn industry. And with the help of some brain scientists, Alex delves deep inside an Apple fan’s head to discover that technology really is the new religion.