April 26th 2009

buy-ology Truth and lies about why we buy. Martin Lindstrom.

Sign “ Coca-Cola ” in the mountains of the Hig...
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buy-ology Truth and lies about why we buy. Martin Lindstrom. 2008. ISBN 9780385523882.  This is the best book on marketing I have read this year.  Lindstrom  (www.martinlindstrom.com)  is famous world over for assisting major firms about effective marketing.  So take this expertise and marry it with science  i.e fMRI and SST studies of brain activities to actually measure brain response to marketing messages (no more this what I think he wants to hear feedback)  The outcomes  are hilarious, upsetting and completely different than what you expect.  Eg

  • The Surgeon Generals warnings on cigarettes actually stimulate smokers to smoke more!
  • Only Coca Cola is really getting true value from its American Idol ads (unlike Fords $27m) .
  • It just goes on and on. Oh and the logo you sweated over so much – no effect considering the other things going on in your targets life!

If you have any touch points with marketing you must buy read and reread this book. If you are a consumer – you will be a better informed one if you read this book.  I can think of no one who would not benefit from reading this bok, unless you are the the unlikely ad exec who “sold” a big campaign that Lindstom just blew holes in.   Clearly written , well organized (and thoroughly annotated)  you will really enjoy this one!

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