Secrets of the Superbrands

'Alex Riley thinks he's immune to brands. When it comes to fashion, technology and food brands he just goes for the cheapest and what works for him. He's convinced he's not seduced by the advertising, celebrity endorsements and hype which surrounds the big global brands. So how did that pair of Adidas trainers get in his wardrobe? And how did that can of Heinz Baked Beans make it into his shopping trolley? And why does he have a Nokia mobile phone in his pocket rather than any other make? 

With the help of marketeers, brain scientists and exclusive access to the world of the superbrands Alex sets out to find out why we buy them, trust them, even idolise them.'

Secrets of the Superbrands: Food (https://www.youtube.com/watch?v=zgQPZV31cAU)

Alex Riley explores the secrets to the superbrands, what makes us want to buy them, how they manage to globalise so quickly and efficiently and how we judge people based on the brands they wear, eat or use.

These documentaries were released in 2011, but I still find them quite relevant, especially that of ‘Secrets of the Superbrands: Food’. In this episode specifically Riley looks into McDonalds and how they as a food company managed to globalise so well in countries where their usual menu may not be appropriate - I.E India where cows are considered sacred (20 minutes in).

I think these documentaries are very interesting from a globalised branding standpoint. It’s the perfect example of how some companies like Disney do not need to alter their product/brand/goods in order to fit into another country, however other companies that deal with more personalised goods have to alter their products in order not to offend a country - which is the last thing a company would want when expanding into a new country. I think when dealing with food it is especially important to look into a countries cuisine in order to establish what will and won’t be a success.

Another point that Riley makes is how the food, even though in India, has the same taste/smell as a McDonalds in the UK or US for example. He explores how companies are able to add a 'signature' to their food in order to give off that sense of familiarity no matter whereabouts in the world you are. Even though I think a familiarity in food is a good thing as it means regular buyers will feel more at home when eating the product, I do find it kind of eery. The idea that a company can get into our heads to that kinda level is something I never really gave much thought about, but now looking at it, it doesn’t seem that ridiculous. Of course, even though the smell and taste of a particular product may be given this 'signature', it doesn’t necessarily mean it’s doing anyone any harm and as a result, it can’t really be seen as much of a negative - not unless it encourages custom back into the fast food restaurant regularly, in which case it may have a long term negative affect on the physical health of individuals. From a marketing stand point, having a signature on a food product means that it is recognisable, even if you travel abroad. People will recognise it, feel safe eating it and will come back for it because it is something they know and they're used to.

I’ve also attached ‘Secrets of the Superbrands: Technology’ and ‘Secrets of the Superbrands: Fashion’. Even though not all of these episodes relate to globalisation, it does relate to our perceptions on brands, how we buy into them and how we make ourselves believe we need them.

Secrets of the Superbrands: Fashion (https://www.youtube.com/watch?v=fd7lfcnlb9c)

Secrets of the Superbrands: Technology (https://www.youtube.com/watch?v=TdkeMpN8hOI&spfreload=10)