Secrets of the Superbrands - Episode 01: Technology

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.

Episode 01: Technology

Alex takes a closer look at some of the most powerful technology brands in the world - including Apple, Microsoft, Sony, Nokia, Facebook, and Google - how have they become so central to our lives and how do they plan to stay ahead of the game? He finds out why Microsoft now have to spend billions of dollars every year on development to score a hit product and why games console companies are willing to lose billions to get their product in your living room. He discovers how technology format wars are being determined with the help of the porn industry and how Apple has literally become a new religion.