Secrets of the Superbrands

Tech companies seem to have the ability to generate almost fanatical levels of loyalty and desire. Think of brands such as Apple, Google and Microsoft who completely dominate certain sectors of the online marketplace and generate unquestioning devotion from their customers. Alex Riley explores the world of these digital superbrands and meets the supergeeks responsible for their phenomenal success.

Fashion superbrands are so savvy that just a squiggle, such as the Nike swoosh, can be instantly recognizable. They know the importance of getting into our minds as well as our wardrobes. Alex Riley dives into the world of fashion to find out how they generate fanatical levels of desirability in customers and he meets women willing to pay hundreds a month just to rent designer handbags.

There’s a five-note whistle which, when you hear it, instantly pops the word ‘McDonald’s’ in your head. In terms of brand domination, food companies such as Coca-Cola, Starbucks and, yes, Mickey D’s have saturated to the point of ubiquity. How do these food giants market themselves so effectively? Alex Riley goes on the trail of these superbrands and tries to unearth what’s so special about them.