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Secrets Of The Superbrands

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Join brand sceptic Alex Riley on an always insightful and often surprising journey to discover society's fascination with brands. New series ‘Secrets of the Superbrands' analyses the brand cornerstones of fashion, technology and food, and attempts to find out why it is some people are seemingly programmed to desire them above all else. Why is it that some children know more about mobile phones than their parents, and why will adding a swoosh symbol to a t-shirt make people assume the wearer is sportier and cooler? 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. What is so super about superbrands?