Review on "BBC three Secrets of the Superbrands (Technology)"
Alex Riley expresses his frustration at feeling out of date with technology, particularly mobile gadgets and social media platforms like Facebook and Twitter, which seem to dominate modern life. They question people's fervent enthusiasm for these products and wonder if technology has become the new religion. He discusses the allure of brands like Apple and the mystique surrounding their store openings, likening them to mass hysteria or religious cults. They explore the secrecy and marketing strategies employed by Apple, highlighting the intense anticipation and excitement surrounding store openings. The speaker attends an Apple store opening in London, where they witness the fervor of Apple fans and the enthusiastic atmosphere created by staff, likening it to a religious experience. Despite their skepticism, they acknowledge the strong emotional attachment people have to Apple products and the powerful marketing tactics the brand employs.
He explores the intense devotion and loyalty Apple fans exhibit towards the brand, likening it to religious fervor. They conducted a brain imaging experiment on an Apple enthusiast named Alex, revealing that viewing Apple products triggers similar brain activity as religious imagery does in devout individuals. This suggests that big technology brands like Apple may have tapped into brain areas associated with religious experiences. The speaker delves into the narrative of Apple's rise, drawing parallels between the company's story and religious motifs such as redemption and the return of a messianic figure (Steve Jobs). They also highlight the iconic status of Apple's products, the influence of Steve Jobs as a visionary leader, and the brand's clever marketing and design strategies. Additionally, the speaker briefly mentions Microsoft's dominance in the computer software market, contrasting their approach to branding with that of Apple.
In addition, they tackle Nokia's decline from being the leading mobile phone manufacturer to facing serious difficulties, attributed partly to the rise of smartphones like the iPhone. They explore Nokia's history, from its origins in other industries to its dominance in the mobile phone market, thanks to a wide range of phone models catering to various needs. However, the emergence of smartphones with app stores, exemplified by the iPhone, revolutionized the industry, leaving Nokia behind. The speaker highlights the significance of apps and the App Store in the success of the iPhone and the subsequent decline of Nokia. Additionally, they discuss Facebook's success as a social media platform, driven by its ability to connect people and its advertising model, which leverages user data to target ads effectively. Despite the absence of advertising on some platforms like the iPhone app, Facebook's advertising strategy remains a significant source of revenue.
Overall, the narrative underscores the transformative impact of smartphones and social media on the tech industry and consumer behavior. They reflect on their own outdated technology choices, feeling pressured to adopt newer gadgets and platforms to stay relevant in today's tech-savvy world.
