Everything you want

"Everything You Want is a provocative guide to consumers, brands and marketing communication designed to help marketers unlock the secrets of the new branded consumer. Jennifer Wood and Barney Allan take a close look at the widening gap between consumer fact - our own experience of shopping - and brand fiction, the clever garbage that copy writers want you to believe about branded products and values." "Describing the invention of shopping and the rise of the branded consumer, Everything You Want shows how brand marketing has shaped consumers' perceptions, behaviour and identity. Wood and Allan look at what's behind and beyond traditional brand 'promises' and question corporate efforts to co-opt our own values and ethics in the service of marketing."--Jacket.