Martin Lindstrom
Martin Lindstrom | |
|---|---|
| File:Martinlindstrom.jpg | |
| Born | 1970 |
| Occupation(s) | Author, Speaker |
Martin Lindstrom (born 1970) is the author of the book Buyology - Truth and Lies About Why We Buy (Doubleday Business, division of Random House). Lindstrom is also a public speaker [1]and the founder of a number of organizations including Buyology Inc. Prior to founding his consultancy, Lindstrom was working as an advertising agency executive at BBDO. Global Speakers’ Bureau describes him as a “leading speaker on branding”.[2]
Buyology - Truth and Lies About Why We Buy
In this book Martin Lindstrom tries to analyze what makes people buy. The author tries to identify the factors that influence buyers' decisions in a world which is cluttered with messages like advertisements, slogans, jingle, and celebrity endorsements. Lindstrom, through an study of the human psyche, throws light on the subconscious mind and how that plays a major role in deciding what the buyer will buy. The author claims to have studied the behavior of 2,000 humans across the word for 3 years, to come to his conclusions. [3] [4]
Phrases
Martin Lindstrom has coined various terms and phrases in his publications. "Sensory Branding" is his term for leveraging the senses when building brands. “Smash Your Brand” a term referring back to the original design brief for the Coca Cola bottle which was intended to be so smart that if broken down to thousands of pieces of glass it would still be recognizable. Lindstrom’s metaphor refers back to companies becoming independent of logos and instead owning multiple “Smashable” components such as sound, colours, shapes and smells and “Contextual Branding” – a term referring back to advertisers sending the right message at the right time to the right audience via cell phones. In 2008 Lindstrom focused on the psychology behind what he calls “our buyology” – a term referring back to how consumers are hardwired to buy brands.
Authored books
- Buyology - Truth and Lies About Why We Buy (Doubleday Business, division of Random House).