Companies from Apple to Coca-Cola invest millions in the dark arts of marketing to convince us we need to buy their products for reasons we can't always put our fingers on.

Before moving into academia, AUT's Dr Jessica Vredenburg made her name in marketing - manipulating us ordinary mortals into buying eye-wateringly expensive exercise clothing and other products.

She says exclusive brands such as the ones she represented work hard to create the impression that buying their product will add value to our lives.


"People are willing to pay to feel like they are part of that group," she

Get some satisfaction

Open your mind

Befriend own-brands


Look for new brands

Do a blind taste test

Look for lookalikes

Think: how can I make this work?

Show off in other ways