Alex Riley thinks hes immune to brands. When it comes to fashion, technology and food brands he just goes for the cheapest and what works for him. Hes convinced hes 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.
Alex Riley explores the world of the technology superbrands - how they get us to buy their stuff, trust them and even idolise them. He meets the supergeeks who are inventing the future and finds out how some of the most powerful companies in the world really make their billions.