Secrets Of The Superbrands

9:30pm – Thursday, May 31 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, even love them? After meeting up with brand fanatics, 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.

In this episode, Alex is on the trail of the global food and drink superbrands. He travels the globe to find out how they became the global giants they are today and how they still want to double in size. From Heinz Baked Beans to Coca-Cola, he learns why they outsell their nearest rivals.

With the help of brain scientists, brand psychologists and the superbrands themselves, Alex discovers that their logo alone has the power to change our taste buds so we prefer them; while a brain scan reveals they have penetrated our brains so much that we recognise these food and drink superbrands as members of our own families.

9:30pm – Thursday, May 24 on ABC1

This week fashion novice Alex Riley dives into the glamorous world of fashion superbrands. He goes in search of the secrets of their power.

Apart from a pair of Adidas trainers and a stack of jumpers, fashion has passed Alex by. In this episode, he wants to find out how the multibillion dollar global organisations have invaded our wardrobes, our upbringing and our minds.

When bargain-hunter Alex discovers that expensive designer handbags are so desirable that some women will pay over $100 per month just to rent one, he’s determined to have their heads examined to find out why.

Alex learns the secret of why we are happy to pay more for jeans with holes in them, and why wearing a fake logo is better than wearing no logo at all.

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.